The Marketing Challenge. 1/2 a page in length. A brief description of the offering and goals the plan. This section is essentially the introduction to the plan and should persuade the reader(s) about why this offering fits into the overall marketing planning for the firm's current direction and mission. It answers the questions "why is this offering needed?" and "why should we invest in this plan?"
The 1/2 page should be written in a formal language.