Continuation of Market Plan

instructiona.docx

Table of Contents

Pages

1. Executive Summary DUE WEEK 7……………………………………………….……

2. Company Description Due WEEK 1…………………………………………….……..

3. Strategic Focus and Plan DUE WEEK 1

a. Mission/Vision Statements…………………………………………………………..

b. Goals…………………………………………………………………………………..

c. Core Competency and Sustainable Competitive Advantage………………….…

4. Situation Analysis DUE WEEK 4

a. SWOT analysis

Internal S trengths and W eaknesses…………………………………………...

External O pportunities and T hreats…………………………………………….

b. Industry Analysis………………………………………………………………………

c. Competitor Analysis…………………………………………………………………..

d. Company Analysis…………………………………………………………………….

e. Customer Analysis…………………………………………………………………….

5. Market-Product Focus DUE WEEK 4

a. Marketing and Product Objectives…………………………………………………..

b. Target Markets………………………………………………………………………...

c. Points of Difference……………………………………………………………………

d. Positioning……………………………………………………………………………...

6. Marketing Program DUE WEEK 5

a. Product Strategy……………………………………………………………………….

b. Price Strategy…………………………………………………………………………..

c. Promotion Strategy…………………………………………………………………….

d. Place (Distribution) Strategy………………………………………………….……….

7. Financial Data and Projections DUE WEEK 5

a. Past Sales Revenues…………………………………………………………….……

8. Organizational Structure DUE WEEK 7………………………………………………….

9. Implementation DUE WEEK 7…………………………………………………………….

10. Evaluation and Control DUE WEEK 7……………………………………………………

11. Bibliography DUE WEEKS 1, 4, 5 & 7........................................................................

MP-1: Marketing Plan Outline