Executive summary Situation analysis Market opportunity and issues Objectives Marketing strategy Target markets

Positioning Marketing mix Review and control Marketing organisation

Organisation culture Shared values and

Suppliers environment Marketing intermediaries environment Competitive environment Companys macro environment

Economic forces Income Inflation Recession Interest rate Exchange rate

Values Multiple lifestyles

Adolescents Youth People between 35to 45 years of age People between45 and 60 years of age People above 60 years of age