The document summarizes a business plan for Western Steel to expand its steel fabrication operations from San Diego to Phoenix, Arizona. It cites market research showing projected growth in steel output in Phoenix and plans to utilize certification from the American Institute of Steel Construction. It outlines competition in the Phoenix market, product definition, positioning, launch strategies in phases, advertising and promotion plans, pricing strategy, forecasts, distribution strategy, and concludes there is potential for growth but also risk in the expansion.