Marketing Plan Tactics and Implementation

Executive Summary

· Introduction

· Situation Overview

· Goal

· Action Overview

· Conclusions

Situation Overview

· The big picture

· Company overview

· Market overview

Goal/Objectives

· Goal focus

· Performance benchmarks

· Market objectives

Marketing Strategy

· Target market

· Target customers

· Company

· Collaborators

· Competitors

· Value Proposition

· Customer value

· Collaborator value

· Company value

Tactics

· Product

· Service

· Brand

· Price

· Incentives

· Communication

Implementation

· Defining the business infrastructure

· Physical infrastructure

· Organizational infrastructure

· The business process

· Strategic plan implications

· Resource management

· Product and service management

· Brand management

· Communication management

· Distribution management

· Set the schedule for implementation

Control

· Performance evaluation of the plan

· Adequate goal progress

· Performance gap management

· Environmental Analysis

· Opportunities

· Threats

Exhibits

· Market data exhibits

· Value analysis exhibits

· Marketing mix exhibits

· Organizing the exhibits

· Label

· Title

· Overview

· Body

· Notes

· Source

Additional Considerations in a Marketing Plan

· Brand Management

· Communication Plans

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Copyright © 2018 by University of Phoenix. All rights reserved.