Elements of a marketing plan

Hi,

I need to write the marketing plan for this class assignment and I need to write marketing plan on to sell this book as well as to market this website. I just finished building this website which is www.unstoppableattitude.org the main purpose of this website is to sell this book through this website and portion of the money goes to cancer society. I need your guidence/suggestion on how to start to write effective marketing plan. After I finish writing I will re-submit for you to check for final review. For now all I need is guidence to start up by answering two line answer on below criteria which would give me direction to expand and I will re-submit for final review. FYI-I need to write 20 page double spaced.

Here is some criteria would you please answer two three libe below these question so I can expand it.

The Situation Analysis (SA) includes the following sub-sections:
1.Analysis of the Customer Environment
2.Analysis of the Industry/Competitors
3.Analysis of the Internal Environment

The SWOT Analysis (from a Business Unit perspective): needs to identify and assess the following:
1.The business unit's strengths and weaknesses?
2.The primary opportunities and threats in the market?

1.Definition of the Product-Market
2.Segmentation Scheme
3.Targeting Decisions
4.Positioning Strategy within the Targeted Market Segment

Critical Marketing Variables For The 21st Century: The Four "C"s
Does your plan address the following:
1. Care
Marketers must really care about the way they treat customers - I.e customers are everything
2. Choice
Marketers need to reassess the diversity and breadth of their offerings into a manageable good-better-best selection
3. Community
Even National marketers must be affiliated, attached to neighborhoods wherever they operate stores
4.Challenge
This is the task of dealing with the ongoing reality of demographic change
Marketing Mix (MM)
1.Product
2.Price
3.Place
4.Promotion

Projected Results (3 years out)
The Projected Results section shows the impact of following your Marketing Plan relative to the correctness of your assumptions, analyses and assessments. Here the marketing goals are converted to financial ones to indicate the financial impact of implementing the marketing strategy via the marketing mix. For your paper you must provide an estimate of the market's potential, your expected share, a unit break-even analysis (a contribution analysis without the contribution; e.g., (fixed costs & marketing expense)/(selling price - variable cost))), and a very basic pro forma income statement showing expected contributions for the first 3 years.