• What products/services are offered by the company (i.e., description of the product mix and main benefits offered to customers)?
• Profile the target markets for these products (different products may target different segments; some products target multiple market segments).
• Also, include something about the brand(s) used by the company (and how they position their brands).
External Situation Analysis
• Who are the main competitors and possible substitute competitors? What are some important competitive issues or conditions to consider in this industry?
• What current trends in the marketing environment might have an effect (positive or negative) on this company? See Chapter 5 for ideas on this and consider all areas of the macroenvironment (e.g., political, culture, social, technology, economic, demographics, natural environment).
Marketing Mix
• Discuss the other parts of the marketing mix for the company (i.e., what kind of promotion they use, how/where the products are distributed, and what kind of pricing they use). Note: You already discussed “product” in the first part of the outline.
• What is this company doing to be more responsible regarding the protection or conservation of the natural environment?