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Table of Contents Page 3 .Step 1 Business Review/Situation Analysis Company and Product Review Distribution/Penetration Target Market statement Pricing Sales and Market Share Analysis Competitive Analysis Product awareness and attributes Demand analysis Purchase rates and buying habits Page 3 .Step 2 Problems/Opportunities (3 points) This is a statement of significant problems to overcome, or identification of opportunities that are apparent Page 4 .Step 3 Sales Objectives (3 points) What do you want to accomplish Sales goals Page 4 Step 4 Target Market (10 points) A detailed identification of the target audience Page 5 .Step 5 Marketing Objectives and Strategies (5 points) How do you plan to reach the Sales Objectives What is your overall strategy Page 5 Step 6 Positioning Strategy (2 points) How will you position the product or brand What do you want the target audience to think about your brand Page 6 .Step 7 Marketing Mix Implementation Tools (10 points) Product/Services Promotion Branding Advertising message Packaging Publicity Advertising Media (what do you plan to use in general terms) Pricing Merchandising Distribution Personal Selling/Operations Page 6 .Step 8 Marketing Plan Budget and Calendar (5 points) What is your budget, and how do you plan to spread it out over a 12-month period Page 8 .Sources Used Step 1: Business Review/ Situation Analysis Royal Caribbean from its very beginning has always been a place where innovation and imagination reign supreme guided by the principle of Why Not This simple phrase Why Not allows Royal Caribbean cruise lines to continually improve the vacation experience for each of their passengers..