Business Plan Outline

For this assignment you will develop a business plan outline and a written executive summary of the key concepts of the business plan.  Your target for this assignment is the Company you identified in the Business Plan Development assignment.  You are not actually creating the video submission in this assignment, but you are creating the content you will present in your final presentation video.

Listed below are the typical elements that are found in most simple business plans.  Each section expresses details that are important to the plan  and its goals and objectives as they relate to the overall growth of the organization.  Some business plans focus on niche opportunities or special projects.  Some are for the firm as a whole.  In most cases the Executive Summary is developed after the full plan is completed and is used to bring all areas of the organization on board with the plan and how it will be achieved.

Your objective is to create a niche element for the  company you have identified and develop a simple business plan using these headings.

For example:  Southwest Airlines is a key employer based in Dallas.  They fly to Hawaii and an interesting niche business plan might be to develop more of a first class approach for flyers on this route.  Listed below are some of the elements that would be important to developing this business plan.  From them you can develop a 3 to 5 minute presentation of an Executive Summary of the plan.  Your objective is to do the same for the company you have selected, and the business plan idea you have created

SOUTHWEST AIRLINES – HawaiiCLASS Notes
Executive Summary  
Current Marketing Situation SWA has connecting flights to Hawaii that are served from Dallas and other major cities.  The flight to Hawaii is like most others, crowded and at capacity.
Market Description Price sensitive
Product Review  
Competitive Review United, Delta, and American are the major  domestic  competitors
Distribution Review  
SWOT  
     Strengths  
     Weaknesses  
     Opportunities  
     Threats  
Objectives and Issues Develop a first class flight at a lower cost.
Marketing Strategy  
Positioning  
Product Strategy Reduce number of seats in the plane for comfort and atmosphere
Pricing Strategy Not the most expensive and not the cheapest
Distribution Strategy Offer prime flights to frequent SWA customers
Communications Strategy Frequent flyer emails, terminal displays, in flight marketing and corrependence
Marketing Research Internal data and competition data
Marketing Organization  
Action Programs Metrics  
     1st Quarter/Year Offer flights to preferred customers
     2nd Quarter/Year Measure sales data
     3rd Quarter/Year Expand offering to full market
     4th Quarter/Year Increase number of flights to Hawaii
Pro Forma Budgets/Financials  
Additional Controls  
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

For this assignment complete a similar chart and then write an Executive Summary of the idea.  You will video your presentation of the Executive Summary in the final assignment.

Company Notes
Executive Summary  
Current Marketing Situation  
Market Description  
Product Review  
Competitive Review  
Distribution Review  
SWOT  
Strengths  
Weaknesses  
Opportunities  
Threats  
Objectives and Issues  
Marketing Strategy  
Positioning  
Product Strategy  
Pricing Strategy  
Distribution Strategy  
Communications Strategy  
Marketing Research  
Marketing Organization  
Action Programs Metrics  
1st Quarter/Year  
2nd Quarter/Year  
3rd Quarter/Year  
4th Quarter/Year  
Pro Forma Budgets/Financials  
Additional Controls  
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