micro/macro analysis research papers

1) Opening statement

a) Current situation analysis

b) Explanation of Basic Idea (to be marketed)

2) Marketplace

a) Overview

b) Forecast Analysis (RoI)

c) Risks

d) Timing

3) PEST (political/legal, economic, social/cultural, technological/infrastructure)

4) Company Profile (this more pertains to a micro plan)

a) Pertinent historical, facts of ownership, management, capital/talent/human resources/financials/etc.

b) SWOT (if necessary; strengths, weaknesses, opportunities and threats)

c) Mission/vision/purpose statements

5) Target customer Analysis

a) Profiles/descriptives

b) Segments

c) Trends

i) Current

ii) Future

(1) Short

(2) Long

6) Competitor Analysis

a) Current market leaders

i) Innovators and trendsetters

ii) Market share

iii) Life cycle elements

b) General strategies to overcome competition

7) Product/Service

a) Overview

b) PLC analysis

i) Industry of related products

ii) Product form related

iii) Brand related

c) Boston Matrix analysis

8) Place

a) Geographic analysis

b) Physical evidence

i) Logistics analysis

ii) Ambiance

c) Inventory considerations

d) Channel partners

i) Supply channel

ii) Distribution channel

9) Promotion

a) Theme

b) Budget

c) Objectives (DAGMAR/Designing advertising goals, measuring advertising results)

d) Public relations strategy

i) Organizational positioning

ii) Activities

iii) Collaborative with Promotional/Advertising Mix

e) Promotional activities

i) Integrated marketing communications (IMC strategy)

ii) Pull related (branding, AIDA)

iii) Push related (Incentives to purchase)

iv) Customer relationship marketing strategy

v) Corporate social responsibility strategy

vi) Creative methods

(1) Guerilla

(2) Collaborative

vii) Professional selling activities

f) Advertising Mix

i) Choices

(1) Website

(a) Purpose

(b) Design

(i) Informative

(ii) Sales

(iii) Customer relationship activities

(iv) Social responsibility activities

(c) Customer service/FAQ

(d) Collaborative/advertising with other websites

(2) TV

(a) Broadcast

(b) Cable

(3) Radio

(a) FM

(b) AM

(4) Print

(a) e/p-Newspaper

(b) Magazines

(c) Brochures

(d) Outdoor

(e) Mailer/Flyer

(5) Professional selling activities

10) Price

a) Positioning

b) Strategies

11) Objectives

a) Product

b) Place

c) Promotion

d) Price

e) People

f) Process

g) Physical evidence

12) Financials

a) Costs (FC/VF/Unit)

b) Forecasts

i) Revenues

ii) Units

iii) Breakeven

iv) Profits

13) Timeline

a) Tactical (months)

b) Strategic (years)