Business Plan and Alexander Gurman

I. Executive Summary.


II. Situation Analysis.
A. Industry analysis.
1. Market.
a. Size, scope, and share of the market; sales history of producers and their market shares.
b. Market potential and major trends in supply and demand of this and related products.
c. Distribution channels.
d. Selling policies and practices.
e. Advertising and promotion.
2. Industry attractiveness.
a. Market factors.
1) Size.
2) Growth.
3) Ciclicity.
4) Seasonality.
5) Stage in life cycle.
b. Industry factors.
1) Capacity.
2) New product entry prospects.
3) Threat of substitutes.
4) Power of suppliers.
5) Power of buyers.
6) Rivalry.
c. Environmental factors.
1) Social.
2) Political.
3) Demographic.
4) Technological.
5) Regulatory.
B. Sales analysis.
1. Market area performance versus company average.
2. Trends of sales, costs, and profits, by products.
3. Performance of distributions, end-users, key customers.
4. Past versus current results by area, product, channel, and so on.
C. Competitor and company analysis.
1. Behavior.
a. Product features.
b. Objectives.
c. Strategies.
d. Marketing mix.
e. Profits.
f. Value chain.
2. Resources.
a. Ability to conceive and design new products.
b. Ability to produce and manufacture.
c. Ability to market.
d. Ability to finance.
e. Ability to manage.
f. Will to succeed in this business.
D. Customer analysis.
1. Who are the customers?
2. What do they buy?
3. Where do they buy?
4. When do the buy?
5. How do they choose?
6. Why do they select a particular product?
7. How do they respond to marketing programs?
8. Will they buy again? (loyalty)
9. Long-term value of customers.
10. Segmentation.
E. Planning assumptions and forecasts.
1. Market potential.
2. Projections, predictions, and forecasts.
III. Objectives.
A. Corporate objectives.
B. Divisional objectives.
C. Overall marketing objectives.
1. Sales volume and profit (sales, share, and so on).
2. Market acceptance (brand equity; customer acquisition, retention, expansion, deletion).
D. Program objectives.
1. Pricing.
2. Advertising/promotion.
3. Sales/distribution.
4. Product.
5. Service.
IV. Marketing Strategy. How the objectives will be achieved.
A. Customer targets.
B. Competitor targets.
C. Core strategy.
D. Strategic alternatives considered.
V. Marketing Programs.
A. Product development.
B. Advertising/communication.
C. Pricing/promotion.
D. Distribution.
E. Sales.
F. Direct marketing and customer management.
G. Internet.
H. Services.
I. Partnerships/alliances.
J. Market research.
VI. Financial Documents.
A. Budgets.
B. Pro forma statements.
VII. Monitors and Controls. Specific research information to be used:
A. Secondary data.
1. Sales reports.
2. Orders.
3. Informal sources.
B. Primary data.
1. Sales records (Nielsen, IRI).
2. Specialized consulting firms.
3. Customer panel.
VIII. Contingency Plans and other Miscellaneous Documents.
A. Contingency plans.
B. Alternatives strategies considered.
C. Miscellaneous.