I. Describe your company

• Relevant history
• Resources, strengths, weaknesses
• Purpose, mission (what does your company do for whom)
• Company brand / position: what makes your company distinct in the minds of the public
• Marketing mix

II. Environment: existing and foreseeable trends from relevant perspectives, e.g.,

• Economic
• Technological
• Demographic
• Sociology
• Legal - Domestic and / or International
• Culture
• Customers
• Competitors
• Supply Chain Partners

III. Goals and objectives: Given what you have said about your company in its environment

• What goals do you want to reach, and in general terms, how do you want to reach them?
• What objectives will you reach that will tell you how well you are achieving your goals? (Use SMART acronym)

IV. Strategies for achieving objectives

• From the perspective of each of the four Ps
• Overall - bringing the four Ps together into a meaningful whole

V. Controls and Contingencies

• What metrics will you use to know whether you are on target for achieving your goals?
• When and how often will you measure?
• Risks: what could interfere with your goal achievement?
• What will you do if those risk events happen?