8-10 pages business marketing plan paper

Marketing Plan Evaluation

Product Name __________________________________________

Name or Team Members _________________________________________________________

Outline for Marketing

Plan

What to Include: Points

Possible: I. Executive Summary (Overview of plan – 1 page) _____ (5)

II. Current Marketing Situation

Describe the business, product, target

market, competition & prepare SWOT

analysis. a. Description of the Company

Provide background on the business. _____(5)

b. Description of the Product

Describe the product. Remember a

product can be a good, service, idea or

business. _____(5) c. Description of the Target Market

You must have at least three references in

this section. 1. Demographic

Characteristics Include statistical research data to support

target market. _____(5) 2. Geographic

Characteristics

Where is the target market located?

Describe location. _____(5)

3. Psychographic Characteristics

What kind of lifestyle do your customers

have? How do they spend their time &

money?* _____(5) 4. Benefit/Product Usage

Characteristics (usage

rate, benefits sought)

What benefits do your customers receive

using the product? How often does the

customer use the product? _____(5)

d. Describe Competition

Describe competition. (Identify Strengths

& Weaknesses of at least two businesses)

_____(10) e. SWOT Analysis Develop a SWOT for the business. Need

research to support parts of this analysis. _____(10)

III. Objectives Are the objectives specific, measurable and achievable? Must include three

objectives. _____(5)

IV. Marketing Strategies Ideas need to be included in all five

areas for the marketing plan. a. Advertising What kinds of advertising will be used? _____(5) b. Personal Selling How will the company use personal

selling to sell the product? _____(5) c. Sales Promotion What kinds of short-term ideas will the

firm use to increase sales or promote the

company? _____(5) d. Publicity/Public Relations How will the company give back to the

community? How do they get publicity? _____(5)

e. Social Media Marketing What kind of new social media will the

company use to reach the target market? _____(5) g. Financial Information Budget for ideas listed in the marketing

strategies section. (Estimate) _____(5)

V. Other Evaluation: Title Page/Cover Page Included? _____(5) References Were sources provided throughout the

paper? Was a reference page provided

with proper citations? _____(5) Other (Spelling, source info., etc.)

(Negative Points Only)

_____( pts)

(Negative

Points Only)

Total Marketing Plan

Project

_____(100)

*Please Note: If you are marketing a business vs. a product or selling to other businesses, psychographics

will not be a part of your plan. Include this section in your paper, but list that it does not apply to your plan.

If you fail to include this section, you will lose the points.

If you have questions, please let me know via email or the discussion board. No late papers

will be graded. Below are the four most common ways points are lost on the plan:

1. Not including each section on the above outline.

2. Not including a reference page.

3. Not sourcing material throughout the paper. (If you have taken data from a source, you

must list the source in your paper.)

4. Objectives are not specific and/or measurable. (Make sure to include a number or percent

to each objective.)

Several examples have been provided. Comments about how to improve those sample

examples have also been included. Make sure to follow the outline provided not the outline

from the samples.

If you have questions, make sure to ask!!