The marketing plan should contain the following sections:
Executive Summary
Business Description
Business mission statement
Who is top management in your company?
Situation analysis
Internal strengths and weaknesses
SWOT ANALYSIS
Discuss Distinctive Competence (what is the one thing that your company will do better than others?)
Competitive advantage –What will make consumers think your company is better than your competitor? Not the same as above.
Marketing Strategy
Marketing Objectives
Target market(s)
Positioning
Marketing mix
Product/service strategies
Place/Distribution strategies
Promotion strategies
Pricing strategies
Implementation, evaluation, and control
(See the Marketing Plan appendix for a sample marketing plan to help guide this activity).