1. The document outlines a 10 step marketing plan template for McDonald's SM Fairview store. It provides guidance on defining the target market, understanding customer needs and competition, analyzing the marketing mix, and identifying a generic strategy. 2. Key elements include identifying the primary target market, their needs and purchase drivers. It also evaluates competitors' products and positioning to identify opportunities in the market. 3. The marketing mix sections cover analyzing the product, setting price, promoting through different channels, and deciding the best place for distribution. It concludes with choosing an overall generic strategy from low cost, differentiation, or niche.