Nike
PART 1
1. Executive Summary
The government and some companies have begun to request executive summaries at the beginning of a long report. An executive summary is a one-page statement of the problem, the purpose of the communication, and a summary of the results, conclusions, and recommendations. The same considerations of readers and situation should guide your executive summaries.
2. Company History / Background
Locations, Year of foundation, Story of business launching and etc.
3. Product/ service offerings
Specifications of product categories and product variants
4. Mission & Vision
Business scopes & future direction
PART 2
5. Situational Analysis
5.1. SWOT analysis
5.1.1. Strength
5.1.2. Weakness
5.1.3. Opportunities
5.1.4. Threats
5.2. Sustainable Competitive Advantage (key to success) (A distinctive set of skills & knowledge that makes a company differentiated from the competitors).
PART 3
6. Conclusion and Recommendation
In this section, you need to suggest new marketing strategy the selected company should be headed based on the SWOT analysis conducted in the earlier section. The new strategy could leverage on any aspect of the SWOT analysis. For example, the new strategy could be the improvement of the Weakness or defensive strategy of the Threats. On the other hand, the new strategy also could be the one that fortifies the Strength or creating new customer base for the opportunities.
