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 behaviour 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.