marketing

Executive Summary-briefly reviews the plan’s highlights and objectives.

Current marketing situation-summarizes environmental trends:

· Internal and external situational analysis (products, markets, previous results, competitors, other environmental forces)

· SWOT analysis (internal strengths and weaknesses, external opportunities and threats)

Objectives and issues- outlines the specific marketing objectives to be achieved and identifies issues that may affect the organization’s attainment of these objectives.

Target market-explains the segmentation, targeting, and positioning decisions and analyzes the market and segments to be targeted through marketing strategy.

Marketing strategy-Shows the strategy to be used in achieving the marketing objectives.

Marketing programs-Lays out the programs supporting the marketing strategy, including specific activities, schedules, and responsibilities for:

· Product

· Price

· Place (channel)

· Promotion

· Service

Financial plans-details expected revenues, expenses, and profits based on the marketing programs in the plan.

Implementation controls-Indicates how progress toward objectives will be measured and how adjustments will be made to keep programs on track.