This section should be 1-2 pages and should highlight the key takeaways from the plan at this point. You should think of it almost like Cliff Notes. You should be able to understand the majority of the contents of the plan by reading only this section. Write this last!

INTRODUCTION

Hook the reader by introducing them to the problem.

Client

Brief description of the client and the main issues the client is facing.

SITUATIONAL ANALYSIS

This section should describe the current situation in which your client is operating.

Economic Forces

Description of the current economic conditions in the client’s market.

Legal, Regulatory, and Political Forces

Description of the current legal, regulatory, and political conditions in the client’s market.

Technological Forces

Description of the current technological conditions in the client’s market.

Sociocultural Forces

Description of the current economic conditions in the client’s market.

Neutral Environment

This section should describe the general business environment that all organizations are operating in.

Competitor Environment

This section should describe the competitive environment in which your client operates. In addition to a description of the general competitive environment and structure it should include a paragraph description on each competitor, specifically highlighting what their competitive advantage is, if any.

Competitor 1.

Description

Competitor 2.

Description

Competitor 3.

Description

Competitor 4.

Description

Company Environ

This section should describe the company environment. It should include a description and evaluation of the physical facilities, the location, and the staff, and should highlight the competitive advantages that the company offers.

Competitive Advantages.

SWOT ANALYSIS

Strengths

Make sure that these are positive things happening in the organization (within the organization’s control to some extent) that the company can utilize to take advantage of market opportunities.

Weaknesses

Make sure that these are negative things happening in the organization (within the organization’s control to some extent) that the company may need to address in order maintain profitability as an organization.

Opportunities

Make sure that these are positive things happening in the market (external to the organization) that the company may be able to take advantage of.

Threats/Problems

Make sure that these are negative things happening in the market (external to the organization) that the company may need to address in order maintain profitability as an organization.

TARGET MARKETS

This section should introduce the current and potential target markets for your client.

Primary Market 1

A description of your primary target market (i.e. the market segment that will produce the majority of your sales).

Primary Market 2

A description of your primary target market (i.e. the market segment that will produce the majority of your sales).

Secondary Market 1

A description of your secondary target market.

Secondary Market 2

A description of your secondary target market.

MARKETINGIBUSINESS OBJECTIVES AND GOALS

This section should describe the overall objectives, goals, and mission of the organization. It should also specifically highlight the marketing goals. What does your client hope to get out of this marketing plan?

MARKETING STRATEGY

This section should highlight your recommended marketing strategy for your client. It should start off by highlighting your proposed strategy and discussing how it differs from the current strategy and how the changes will be achieved. It should mention any constraints on the marketing function, especially limitations on the current budget for marketing available.

MARKETING TACTICS

This section should highlight the specific recommendations that your team is making for the controllable marketing mix variables. Your secondary and primary data should justify your recommendations. If you are recommending that they continue some of their existing practices then you should also justify why they should do so.

Product

This should describe the product or service that the company offers in detail and highlight the recommendations that your team is making about changing the product or service. When describing a service it is important to consider the 4 I’s (Inventory, Inconsistency, Intangibility, and Inseparability). Intangibility is especially important when considering the product aspect of a service. Where applicable discuss financial considerations for changes to product elements.

Place

This should describe the distribution of the product or service. Where will it be offered, sold, and/or delivered. Highlight any changes that you recommend and justify them with data. Again, when describing a service it is important to consider the 4 I’s (Inventory, Inconsistency, Intangibility, and Inseparability). Intangibility and the physical facilities are important considerations for the place aspect of a service. Where applicable discuss financial considerations for changes to place elements.

Price

This should describe the core price structure (promotional discounts should be included and described in the promotion section) for the product or service. Highlight any changes that you recommend and justify them with data. Again, when describing a service it is important to consider the 4 I’s (Inventory, Inconsistency, Intangibility, and Inseparability). Inventory is an important consideration for the price aspect of a service. Where applicable discuss financial considerations for changes to price elements (i.e. break-even analysis and effect on company profit).

Promotion

This should describe the promotional recommendations that are being made by your team. This should include specifically how the product or service should be advertised and what kind of sales promotions (price discounts, etc.) will be used. Justify your recommendations with your data. Where possible provide estimates for costs.

EVALUATION, IMPLEMENTATION, & CONTROL

This section should describe each of the recommended tactics in the previous section in further detail by listing who will be responsible for execution, the projected cost, the duration of the activity, and how it will be evaluated. All activities should be included in a Gannt chart in the appendix.

Activity 1

Person Responsible:
Duration (in weeks):
Budget/Cost:
Performance Evaluation:

Activity 2

Person Responsible:
Duration (in weeks):
Budget/Cost:
Performance Evaluation:

REFERENCES

These should be in standard APA format.

APPENDICES

Appendix A

Appendix B

Appendix C