1. Executive Summary with key findings and recommendations
2. Clear and concise description of the market in which the organization operates
3. Summary of the marketing environment (both micro and macro-environmental forces and trends)
4. Detailed description of how the market is (or may be) segmented and a statement of the segment(s) that the organization is targeting
5. Brief discussion of the behavior of customers in the segment(s) identified above
6 . A description of the marketing mix being used by the organization to target these segments
7. A recommendation for improvements to the organization’s marketing effort.