Executive Summary $(5$ points$)$: summarize each section of your report $(1-2$ pages$)$

Description of the Maryland Zoo $(5$ points$)$: include a brief background about the zoo and the market situation $($half$-$full page$)$

Strategic Plan$/$Eocus $(15$ points$)$: include the mission, goals and competency$/$sustainable competitive advantage of the Maryland Zoo. $(1$ page$)$

Situation Analysis $(15$ points$)$: Include a SWOT Analysis and Environmental Scan and discuss the Industry Analysis $-$ trends in zoo membership, Competitor Analysis, Company$/$Organization Analysis and Customer Analysis $(1-2$ pages$).$ A full chart detailing your SWOT Analysis and Environmental Scan should appear in the Appendix.

Market$-$Product Focus $(15$ points$)$: Summarize the Marketing and Product Objectives and discuss in detail the following $-$ Target Market Segments, Points of Difference and Positioning $(1-2$ pages$)$

Marketing Program $(15$ points$)$: Discuss at least $2$ of the seven elements of marketing a service that you are recommending for the Maryland Zoo as part of your strategy to increase memberships to the zoo $(1-2$ pages$)$

Financial Data and Projections $(10$ points$)$: Summarize your projections based on the recommendations you discussed in the Marketing Program. Be sure your projections are realistic. IMPORTANT: Your data and projections must be developed in Excel and copied and pasted into your Word document. They should include all relevant costs and should show the net profit gained or lost based on your recommendations. This section should also include at least $2$ graphic elements $($i$.$e$.,$ graphs, tables, bar charts, etc.$)$ that illustrate the data. $(1-2$ pages$)$

Implementation Plan $(10$ points$)$: Discuss your recommendations for implementing the Marketing Program $(1-2$ pages$).$

Evaluation $(10$ points$)$: Discuss how you plan to monitor results from your recommendations and evaluate their performance. $($Note: A simple two$-$sentence statement as shown in Appendix $A$ is not sufficient.$)$ Be specific as to how you plan to monitor the performance of your campaign so you can track the results. $(1-2$ pages$)$