Discuss the impacts of a Business Plan.

1. Description of Business and Industry (2 pages)Your companyDescription of market position, customers, regions of operation, product, Company’s objectivesQuick history (key points only)Distinctive competencies, competitive advantagesIndustry overviewBroad view of industry characteristics and structure Current size (units, $), potential, stage in product life cycle, growth rateSegment structureKey success factorsTrends, opportunities, trends 2. Market Opportunity Analysis (3 pages)Market Profile In-depth look at market characteristicsCurrent size (units, $), growth rateSegment structureFuture prospectsCustomer Analysis (segments)Segment size, potential, growth rates,Benefits sought Imp. characteristicsDrivers of sales – e.g., relative importance of price/performanceCost to serve, key success factors, fit to company’s competenciesProfile of Key Competitors (including own company – how you compare)Apparent objectives and strategiesStrengths and vulnerabilities – resources, sustainable advantages,Effectiveness – sales volume, market share, expansion, financial resourcesLikely future actionsLikely responses/retaliations to your competitive moves – i.e., ability to upset your plans3. Marketing Plan and Sales Tactics (5 pages) – objectives, strategies, and implementation plansMarket share and financial objectivesTarget markets, (making sure ‘why these’ is clear), priorities, positioning strategyWill other markets be targeted in the future?Market development plan Geographic roll-out strategy, detailed implementation planProduct line strategy, detailed plan R & D plansPricing strategy and planMargins for each brand, comparison to competition Communications strategy and plan (media, messages, how to determine appropriate expenditure levels)Sales force strategy and planMarket research plansSales forecasts