Professional Documents
Culture Documents
Below is the rough guide that the tutors can use to guide the students for their assignment. However,
the sub-content can be added/deleted as per deem necessary by the respective tutors since you will
be marking the students assignment.
1) Industry analysis
2) Market analysis
o Breaks the industry into segments and zeros in on the specific segment (or target
market) to which the firm will try to appeal.
o Market segmentation is the process of dividing the market into distinct segments.
o Market can be segmented using geography, demographic, psychographic or
behavioral.
o Competitor analysis should be included which detailed analysis of the firms
competitors.
o Estimates the firms annual sales and market share (if student can provide).
3) Marketing plan
o Focuses on how the business will market and sell its product or service.
o Deals with the 4Ps of marketing which includes product, promotion, price and place
(distribution).
o Articulate the marketing strategy, positioning and points of differentiation.
o Describe the companys sales process or cycle and specific sales tactics they employ
(if student can provide).
5) Operations plan
o Outlines how the business will be run and how the product or service will be
produced.
o Articulate general approach to operations in terms of whats most important and
what the make-or-break issues are.
o Frame the discussion in terms of back-stage and front-stage activities.
o Describe the geographic location of the business.
o Describe the firms facilities and equipment.
6) Financial Projections