1-Background
The first part of your marketing strategy proposal describes the present situation. It should include sections on your company's position in the marketplace, the position of competitors.
2-Situation Analysis
After describing the present situation, use the second part of your proposal to analyze your company's performance. You can detail strengths, weaknesses, opportunities and threats -- a SWOT analysis -- as a framework, but your aim is to highlight your company's successful initiatives and the problems it is experiencing right now. A convincing proposal draws on successes for solutions.
3-Addressing the Issues
The meat of your proposal, where you present your marketing strategy, is in the third section. You revisit the specific problems and weaknesses that you propose to address and link them with the strengths and successes you previously highlighted
4-Project Outcome
To convince your audience that your proposal is the right one, you have to add your projections of how the strategy will solve your company's problems. For example, if your solution is to improve customer service and promote your company's ability to solve any problems that occur, you can project sales increases that solve the problem of a loss of market share.