East Central Regional Hospital Marketing Plan
In Week 6, the team will complete an Executive Summary for the Plan. This is what top executives read, rather than wade through the detailed Plan itself. For this week, you should write the Introduction, which explains what this is all about, and the Situation Overview. The whole Executive Summary will be one page, so each of the five items in it should be a paragraph or two. The Situation Overview should be a brief version of your work on that section. Hold off on the other three items until we cover those topics.
For the Situation Overview section:
The Big Picture is just like it sounds. Explain the whole picture of inside the organization and outside as a broad overview. Do not go into detail in this section. Give the top company officers an idea of what has happened, and where the organization is now.
The Company Overview is more detail about the company itself. Do not include any of the external factors, such as the competition or the local population. Explain what the company is like now with the relevant details.
