APPENDIX A$.$ STRATEGIC PLAN$-$ Markstrat Strategy Plan$-$ group project

The strategic plan should be $5-7$ pages in length, single spaced with any associated charts, tables or graphs placed in an appendix. In addition, a cover page should indicate the individual team members and team letter. There should be six sections to the plan as indicated below. The plan should be submitted according to these sections with section headers. Lists and bullets used in the context of well$-$written paragraph are acceptable. However, do not use the body of the plan to simply list information that is available in an appendix. Instead, the body of the paper should synthesize and provide strategic insights. The format below is advocated by David Aaker and adapted from his text Strategic Market Management.

Section $1.$ Customer Analysis

$$ What are the major current and potential customer segments?

$$ What are the benefits sought and how are these changing?

$$ Where do consumers shop?

Section $2.$ Competitor Analysis

$$ Who are the existing and potential competitors by segment?

$$ What are their sales, market share, cost structure and profits?

$$ What is their investment in R&D$?$

$$ What is their marketing mix and positioning?

Section $3.$ Market Analysis

$$ How are markets evolving in terms of the product life cycle?

$$ How is competition and R&D changing?

$$ How are elements of the marketing mix evolving?

$$ What is happening to industry profitability?

$$ How importance is cost structure becoming?

Section $4.$ Environmental Analysis

$$ What environmental threats, opportunities, and trends exist?

$$ What are the major strategic uncertainties and information need areas? $.$

$$ What scenarios can be conceived?

Section $5.$ Internal Analysis

$$ What is our existing cost and profit structure and points of differentiation?

$$ How well is our portfolio positioned for the future?

Section $6.$ Strategy Development

$$ What will our mission statement be given the analysis?

$$ What markets will we serve?

$$ What specific brands will we market?

$$ What levels of investment will we make in the various markets?