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The Executive Summary is a critical element of any Marketing Plan as it may be the only section of your plan that a busy senior manager from the firm may have time to read before you present it, in a work context.  The Executive Summary must include a summary of the Marketing Plan, including key objectives, marketing strategy highlights and financial outcome.  It should be one page length maximum.

2.0 INTRODUCTION
The Introduction sets the scene for the whole plan. It introduces the firm, establishes the background to the international business venture to be undertaken, outlines the driving forces and opportunities justifying the venture, and the direction that will be taken.  
3.0 SITUATION ANALYSIS
A Situation Analysis reviews the success or otherwise of the firm’s current marketing activities, and presents an analysis of the various internal factors and external market and environmental factors which will influence how the firm will undertake its plan in the international market. It concludes with a SWOT analysis which identifies the problems the firm will face and the opportunities that the firm should capitalise upon. This is vital in establishing the firm’s objectives and recommended marketing strategy.
INTERNAL FACTORS
3.1 Detailed Company Analysis
•    Assessment of the firm’s resources (financial, people, organisational, cultural etc.).
•    Review of the firm’s current domestic and (any) international marketing activity, technical/production and financial expertise etc.
•    Assessment of the image of the firm or brand: for example, how is the firm and/or brand currently perceived in the marketplace?  What is its domestic market share?

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