Chapter

1- Executive Summary - DONE

Chapter 2- Scope and Limitations ?
Chapter 3 Study Background - DONE
1. Company Profile
A. Brief History
B. Mission/Vision
C. Product/ Service offerings
D. Selected Product/ Brand
E. Selected Product/ Brand Extension

Chapter 4 Market Situation Analysis - DONE
1. Macro- environment - DONE
A. Economic - DONE
B. Political-legal - DONE
C. Socio- cultural - DONE
D. Demographic - DONE
E. Technological - DONE
2. Market - DONE
A. Segments, size, needs - DONE
B. Growth and trends - DONE
C. Industry participants - DONE
D. Market Share - DONE
E. Profitability - DONE
F. Seasonality - DONE
G. Competitor Analysis- DONE
a. Product
b. Target Market
c. Positioning
d. Feature and Benefits
e. Packaging
f. Labeling
g. Wholesale and suggested
retail price
h. Product Distribution
i. Merchandising
j. Marketing Communication
Program

Chapter 5- Brand Sales Performance Review
1. Sales Mix - DONE
2. Product Offering, Selling prices and
product description - DONE
3. Distribution Network
Chapter 6- Brand Financial Performance Review -
A.
B.
C.
D.
E.

Historical Income Statement

Pro-data Income Statement
Notes to Pro-data income statements
Horizontal Analysis
Vertical Analysis

Chapter 7- SWOT Analysis - - DONE

1.
2.
3.
4.

Product - DONE
Price - DONE
Place - DONE
Promotion DONE

Chapter 8- SWOT Matrix - DONE
Chapter 9- Key Success Factors
Chapter 10- Marketing Objectives
Chapter 11- Marketing Strategies
1. Core Marketing Strategies
A. Primary Target Market
B. Secondary Target Market
C. Positioning

2. Other Strategies
3. IMC Program

Chapter 12- Action Plans
Chapter 13- Marketing Budget
1. Notes to Marketing Budget
Chapter 14- Gant Chart
Chapter 15- Monitoring and Control
Chapter 16- Projected Financial Statements
1. Interim Financial Statements

2. Notes to interim Financial Statements

3. Projected Income Statement
4. Notes to projected Income Statement
Chapter 17- Bibliography
Chapter 18- Appendices
1.
2.
3.
4.

Usage, Attitude, Image survey

Product Development Study
IMC Plan Costing
Curriculum Vitae