I. Executive Summary 2.

Seen by many experts as the single most important element in the plan, the executive summary can be two-pages long. The purpose of this component is to "sell" the plan to readers through its clarity and brevity.

Below is a synopsis of LoBos key marketing and financial objectives: A. Marketing objectives .

B. Financial objectives

II. Situation Analysis 3. The situation analysis is a snapshot to answer the question, "Where are we now?" SWOT Analysis 4. The SWOT analysis identifies strengths, weaknesses, opportunities, and threats to provide a solid foundation for subsequent points in the marketing plan.

Figure 1: SWOT Analysis for Lobo Beverages, Inc.

Internal Factors Management

Strengths Experienced entrepreneurial management.

Weaknesses and Small size can restrict options.

Staff Financial

Good work force, though Big gap if key employees leave. small; little turnover. Excellent growth in sales Financial support is limited from revenue; some financial TriStar Foods to specific areas of support from TriStar Foods, operation, unlike the financial who now have an equity resources of major competitors.

interest in LoBo Beverages. Production Capabilities Products Reliable suppliers. high-quality Lack economies of huge competitors. scale of

Unique products and Many lower-quality, lower-priced packaging of high-quality, competitors. high-priced beverages & Distribution in three markets No national with excellent acceptance. distribution. awareness or

Marketing Distribution Customers

Business-to-business No way of knowing if these customers increasing due to customers are representative of increased demand by final customers in other regions of consumers. the country. Opportunities Threats

External Factors Competition

Distinctive name and Not patentable; competitors can packaging in its markets. attempt to duplicate product.

Political/Legal High U.S. Food & Drug More new labeling laws may Administration Standards limit product development and eliminate fly-by-night marketing initiatives. competitors; example, 2004 Food Allergen and Consumer Protection Act. Economic Consumer income is high; Consumer confidence has been economy is stable. going down; uncertainty about employment.

Socio-Cultural Upscale market, likely to be Premier price may limit access stable; enhanced water and to mass markets. fruit-juice smoothies are fast-growing markets; health, nutrition, and convenience are important trends. Technological New breakthroughs in how nutrients can be added to beverages make it easier for product development.

Industry Analysis

III. Objectives 6. The Goals section sets both the financial and non financial targets (if possible in quantitative terms) against which the companys performance will later be measured. Companys Mission

Companys Objectives and Goals

A. Marketing objectives B. Financial objectives IV. Marketing Strategies Target Markets 7. This section identifies the specific niches or target markets toward which the company's products are directed. If space permits, this section can include a market/product grid. 7. Positioning and Point(s) of Difference 8. An organization cannot grow by offering only "me-too" products. The greatest single factor in a new product's failure is the lack of significant points of difference that set it apart from competitors' products. 9. A positioning strategy helps communicate the company's products unique points of difference to customers in a simple, clear way.

Marketing-Mix Strategies 10. Everything that has gone before in the marketing plan sets the stage for the marketing mix actions--the four Ps-covered in the marketing strategies section. Product Strategy. 11. This section describes key elements of the company's product. Promotion.

12. Elements of the promotion strategy are highlighted in terms of three promotional strategies: in-store demonstrations, spot radio commercials, and sponsorship of community and athletic events in t Price.3. The price strategy section makes the companys price point very clear. If space permits, this section can include a break-even point analysis. 14. The place strategy is described here in terms of both the present method and the effect of TriStar's support. Place. V. Implementation 15. The implementation plan. Organization

Board of Directors President and CEO Director Vice President Director Finance Director Operations Marketing & Administration Sales Activities and Responsibilities

VI. Evaluation and Control 17. The essence of evaluation and control is comparing actual sales with the targeted values set in the plan. Performance Standards and Measurements Marketing objectives. Financial objectives. Marketing-mix strategies. Corrective Action VII. Appendix Appendix A: LoBo Beverages Product Lines Appendix B: Sample of LoBo Bottle Design Appendix C: LoBos One-Year Promotional Plan and Calendar of Events and

School Initiative Program. Appendix D: Detailed Financial Projections Appendix E: Projected Sales Goals for the Year