Executive Summary

Brief Description Of The Product (Sales figures, strategic and companywide goals)
Situation Analysis
- Company Analysis
o Long and Short-Term Company-wide goals.
o The focus of your company (should fall directly in line with your mission and vision
statements).
o Analysis of the culture of your company (is your company a fast-paced shark tank, or a
laid-back ping-pong table environment?).
o Strengths of your company.
o Weaknesses of your company.
o Your companys estimated market share.
HPCL accounts for about 20% of the market share and about 10% of the nation's refining capacity with
two coastal refineries, one at Mumbai (West Coast) having a capacity of 6.5 Million Metric Tonnes Per
Annum (MMTPA) and the other in Vishakapatnam (East Coast) with a capacity of 8.3 MMTPA. HPCL also
holds an equity stake of 16.95% in Mangalore Refinery & Petrochemicals Limited (MRPL), a state-of-the-
art refinery at Mangalore with a capacity of 9 MMTPA. In addition, HPCL, in collaboration with M/s Mittal
Energy Investment Pte.Ltd. has set up a 9 MMTPA refinery at Bathinda, in the state of Punjab, as a Joint
venture.
- Customer Analysis
o Long and Short-Term Company-wide goals.
o The focus of your company (should fall directly in line with your mission and vision
statements).
o Analysis of the culture of your company (is your company a fast-paced shark tank, or a
laid-back ping-pong table environment?).
o Strengths of your company.
o Weaknesses of your company.
o Your companys estimated market share.
- Competitor Analysis
o Long and Short-Term Company-wide goals.
o The focus of your company (should fall directly in line with your mission and vision
statements).
o Analysis of the culture of your company (is your company a fast-paced shark tank, or a
laid-back ping-pong table environment?).
o Strengths of your company.
o Weaknesses of your company.
o Your companys estimated market share.
- Collaborators
o Subsidiaries, joint ventures, distributors, suppliers, etc.
- Climate (PEST)
o Political and legal environment (are there any specific regulations or laws governing your
products?).
o Economic environment.
o Social and cultural environment.
o Technological environment (are cutting-edge techs integral to your products? are there
any projected updates?).
- SWOT Analysis

Market Segmentation
Each market has its own different segments. Understanding the relevant segments for your
product(s) in your market is important, for they allow you to adjust your marketing mix (the
Four Ps discussed lower) to better adapt to the different needs of each segment.
Segments should be measurable, accessible, different from other segments in response to a
marketing mix, durable (not constantly changing), substantially large enough to produce a profit,
and homogeneous.
Inside your marketing plan, listing your segments should follow a clear and predictable form, like
the one listed below:
Name of the Segment:
o Description.
o Percent of your overall sales this segment accounts for.
o What, exactly, this segment wants and needs.
o How this segment uses your product.
o What sort of support this segment needs.
o The best ways to advertise to and communicate with this segment.
o The price sensitivity of this segment (are they largely price elastic or price inelastic?).
o Repeat this until you feel that you have identified all of your major segments.
Selected Marketing Strategy
Product
o Branding/Brand Name.
o Intended quality of the product (is it a $1 plastic toy firetruck, or a $30 metal one with
real flashing lights and a siren?).
o Scope of the product line.
o Warranty.
o Packaging.
Price
o List price.
o Discounts.
o Bundling.
o Payment terms.
o Leasing options (if applicable).
Place (Distribution)
o Distribution channels (do you sell this product yourself, ship it to retailers or warehouses,
etc).
o Channel Motivations (what sort of margins should your distributors expect, if
applicable?).
o Criteria for evaluating your distributors.
o Locations.
o Logistics and Supply Chain.
Promotion
o Advertising (what types? how much of each type? what type of advertising channels
TV, print, internet, etc. do you plan to use?).
o Public Relations.
o Promotional programs.
o Budget, including your break-even point.
o Projected results of this promotional program (impact to customer loyalty, new customer
acquisition, etc.).
Short & Long Term Projects
Conclusion