MARKETING PLAN GUIDELINES or and give information about the following: 1. What is the name of this firm? 2. What business is it in? 3. Does it operate as a single unit or does it have business divisions? (Give details). If it has more than onc operation choose only onc and proceed with this business 4. Give background information about the business you have chosen such as: a. When was it established? b. Where does it operate? c. What are the resources of this business? d. Size of its workforce. e. Past and current performance of the business f. What are the product lines of the company? g. What are the market shares of each of these lines? h. How does the company distribute its products? i. Who are the competitors? (Give information about the competitors) 5. What is the mission of this firm? 6. What are the corporate objectives? 7. What are the particular objectives of the business is in. 8. Do an assessment of the firm current position (through a SWOT analysis- What are the threats this firm is facing? What are the opportunities open to it (external factors)? What are the strengths and weaknesses of this firm (internal factors)? 9. What are the market factors and objectives? (What are the marketing objectives that this firm wants to achieve and how is it planning to do it? (Refer to the BCG Growth- Share Matrix and the Product/Market Expansion Grid in the chapter related to Company and Marketing Strategy) 10. What are the resources needed to meet these objectives and how are they going to be provided? (This needs a detailed budget for next year and a budget outline for the
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