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What is It.... At this point, you are now ready to combine and integrate all the knowledge and learning you have acquired on the basic principles of marketing. There is no way better for you to demonstrate this than through the preparation of a mini-marketing plan. Below is a brief outline of a mini-marketing plan: Executive summary 11. Study Background a. Brief history of the company b. Mission and Vision c. Product/service offerings III. Macro-environmental analysis a. Economic b. Politico-legal C. Socio-cultural d. Demographic e. Technological f. Natural IV. Opportunities and Threats v. Micro-environmental Analysis a. The company b. Suppliers C. Marketing Intermediaries d. Customers e. Competition f. Publics VI. Strengths and Weaknesses VII. The Market a. Market size b. Market needs c. Market trends VIII. Marketing Objectives IX. Marketing strategiesn A. Product/service strategy 1. Target Market 2. Brand positioning B. Pricing strategy C. Distribution strategy D. Advertising and promotions strategy X. Tactical Implementation XI. Marketing Budget XII. Feedback and Contral XIII Financial projections Let us now proceed to complete each part of the plan: 1. Executive summary The executive summary presents, in a very concise manner, vital information contained in the marketing plan such as its marketing objectives, strategy recommendations, marketing budget, projected sales, and profitability. A well-written executive summary is usually no longer than one or two pages. Because it is a summary of the significant points and figures contained in the 22