This section is worth $100$ points and will include the following:

Company Description: Give a clear description of the business for which you are completing the marketing plan. This should be part of what the sample shows as the Executive Summary

Mission Statement $-$ xtate the mission of the company $($What is the purpose of your business? See the samples for exactly what a mission statement is$.)$

Situation Analysis $/$ SWOT $-$ provide a very thorough SWOT analysis. See the text and samples to assist. I expect a detailed analysis of the Strengths & Weaknesses the company will have in the environment. Also, include the Opportunities and Threats the company will face from the industry competition.The last part of this section should match Strengths to Opportunities and discuss how to convert Weakness and Threats. Reference the sample plan in this section for a detailed example.

General Environment Analysis $($Environmental Scanning$)-$ Do a detailed analysis of the external general environment for the industry the business you are doing the marketing plan for is in$.$ For example: McDonald is in the fast food industry. Analyze IN DETAIL the trends which could affect the marketing efforts for your business. Include detailed information for each of the six areas of the General External Environment. There should be multiple trends affecting each area for every industry. BE VERY DETAILED. Set each apart using subheadings for clarity.