PROJECT ASSIGNMENT: MARKETING PLAN

MARKETING PLAN TEMPLATE

(YOU MUST USE THIS TEMPLATE…..IF YOU DO NOT, THERE WOULD BE A SUBSTANTIAL AMOUNT OF POINTS REDUCTION FROM YOUR MARKETIG PLAN)

The executive summary outlines the who, what , where, when , how, and why of the marketing plan. It is just one or two pages summary of the entire marketing plan

EXECUTIVE SUMMARY

The company description summarizes the history of the business—how it was founded and by whom, what its products are, and why they are unique. It begins to “sell” the reader on the growth possibilities of the company AND also the challenges the company encounters

COMPANY DESCRIPTION

Macro Environment as it impacts the company. Some of the macro environments include politics, economics, legal, socio-cultural.

ENVIORONMENATAL ANALYSIS

[PEST ANALYSIS]

It is important to state a firm’s mission and goals, including financial and nonfinancial goals. Goals include growth and profits for the company as well as the ability to contribute to society through conservation programs.

MISSION AND GOALS

This section reminds employees as well as those outside the company (such as potential lenders) exactly what the company does so well and how it plans to achieve a sustainable competitive advantage over rivals

CORE COMPETENCIES

The situation analysis provides an outline of the marketing environment. A SWOT analysis helps marketers and others identify clearly a firm’s strengths, weaknesses, opportunities, and threats. Again relationships are a focus.

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SITUATIONAL ANALYSIS

Who are your current and potential customers? Describe these target customers.

THE TARGET MARKET

AND MKT SEGMENTATION

THE MARKETING MIX

The strongest part of the marketing mix involves sales promotions, public relations, and nontraditional marketing strategies such as attending outdoor events and organizing activities like day hikes and bike rides. You need to describe product, price, promotion, and place strategies for the company including promotion mix

BUDGET, SCHEDULE,

An actual plan will include more specific financial details, which will be folded in to the overall business plan.

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AND MONITORING

(SEE THE SAMPLE)

Marketing budget [YEAR]

[Consider the example below when developing a budget to include in your marketing plan ]