5012_ASS 1 # DRAFT 1 # Assessment 1 Instructions: Marketing Plan # MBA # FLEXPAH CAPELLA

How to Use this Marketing Plan Template

There are many different ways to write a marketing plan and lots and lots of online resources to help you do so. As such, there is not one single “right way” to write the plan.

This marketing plan template is intended to provide a framework for you as you prepare your marketing plan in MBA-FPX5012. As mentioned above, there are many ways to write the plan. However, the elements of this template align with the scoring guide, so it is recommended that you use this template.

To use the template, read the information that is in [brackets]. This information tells you what you need to address within each section of the marketing plan. After you have completed the required information, delete the [brackets], delete this page, and submit your completed marketing plan.

Marketing Plan

[Project Name]

[Your Name]

[Date Prepared]

Executive Summary

[The Executive Summary is a condensed and concise summary of your entire marketing plan. The Executive Summary is the first section of your marketing plan and should provide the key points of each section of the marketing plan. The Executive Summary is generally the last section you write, because until the rest of the plan is finalized, you really do not know what the contents of this section will be. Another way to think about the Executive Summary is that this might be the only section of the plan that is actually read by your intended audience​​—so it needs to be strong and compelling. Here’s a resource that might help form your thinking about the Executive Summary:

· Leonard, K. (n.d.). How to write an executive summary on a marketing plan. Retrieved from http://smallbusiness.chron.com/write-executive-summary-marketing-plan-43199.html]

Situation Analysis

[The Situation Analysis describes the current state of affairs in terms of the environment of your marketing activities. The Situation Analysis should address your products, sales, competitors, the marketplace for your products, et cetera. You will generally include a SWOT analysis, PESTLE analysis, and other analyses, as appropriate, to frame the current context of your market. You are encouraged to use figures and tables to summarize the presentation of relevant data. Be sure to interpret the information in the figures and tables. Here are some resources that might help you develop your Situation Analysis:

· English, D. (n.d.). Key elements of a marketing plan situation analysis. Retrieved from http://smallbusiness.chron.com/key-elements-marketing-plan-situation-analysis-65457.html

· Lorette, K. (n.d.). A situational analysis of a strategic marketing plan. Retrieved from http://smallbusiness.chron.com/situational-analysis-strategic-marketing-plan-1474.html

· Schieltz, M. (n.d.). How will a situational analysis help create the SWOT analysis? Retrieved from http://smallbusiness.chron.com/situational-analysis-create-swot-analysis-13204.html]

Marketing Strategy

[In this section of your marketing plan, you should describe the overall marketing strategy for your product. This discussion should include a description of your competitive positioning and other factors relevant to your overall marketing approach. Among the factors you should consider in this section are your overall strategy (for example, cost leadership, differentiation) and other higher-level considerations about how you plan to be successful in the marketplace.]

Marketing Tactics

[Marketing tactics are the specific approaches you will take to implement your marketing strategy. Consider, for example, pricing, channels, communications, and specific things you will do to make your product successful in the marketplace.]

Financial Projections

[This section of your marketing plan will address some financial projections. You should discuss your marketing budget and how you intend to allocate that budget. For your draft marketing plan, you should be able to make some sales projections and discuss the expected financial outcomes of these projections. You will gain more information throughout the first five units of the course to further flesh out your final marketing plan. Presentation of financial data is generally much easier if you use figures and tables to present the data.]

Controls

[No marketing plan is complete without identified controls to determine the effectiveness of the marketing tactics. This section will generally include metrics such as the following:

· Increase sales by 15% by Period 6.

· Increase salesforce by 10% by Period 4.

The general approach to marketing controls is that the controls need to be specific and measurable. As you move from your draft marketing plan to your final marketing plan, you will develop a much better grasp of the controls that are important for measuring the effectiveness of your marketing plan. Remember, your final marketing plan will be developed as you hand off your brand to the new brand management team. As such, you need to be as specific as possible in providing appropriate metrics—that have worked for you—to guide future management of the brand.]

Summary

[The summary should include a 3–4 paragraph summary of the plan that highlights the key point of the plan. While a summary is general backward-looking, you should also include some forward-looking statements that are compelling and supportive of the future success of the product.]

� Adapted from Kotler, P. T., & Keller, K. L. (2016). Framework for marketing management (6th ed.). Boston, MA: Pearson.