1) Executive Summary (Provide a brief overview of the Services Marketing Plan. The Executive Summary should be succinct and should cover the key points of the marketing plan, including key outcomes and recommendations. )
2) Introduction to Organisation (Provide General background information of the service company and service offerings. This may include brief information on the products sold, size, location and number of employees.)
3) Situational analysis (Briefly define and profile the main markets of the company. Analyse and discuss the competitive positioning of the company in relation to it's competitors using a positioning map. Discuss the overall issues based on the situational analysis.