MARKETING PLAN
Contents
1. Executive Summary (1 page)
2. Environmental Analysis (3)
3. SWOT Analysis (2)
4. Marketing Objectives (2)
5. Marketing Strategies (4)
6. Marketing Plan
7. Conclusion
8. References (1)
Executive Summary
Contents
1.
2.
3.
5.
7.
8.
9.
Introduction
Environmental Analysis
Target Markets
Marketing Objectives
Marketing Strategies
Marketing Implementation
Evaluation and Control
Environmental Analysis
1. The Marketing Environment
2. The Need for the Product
3. Demographics
4. Market Potential
SWOT Analyses
1.
2.
3.
4.
Strengths
Weaknesses
Opportunities
Threats
Marketing Objectives
1.
2.
3.
4.
Sales
Profits
Status Quo
Market Share
Marketing Mix
Product Strategies
Distribution Strategies
Promotion Strategies
Pricing Strategies
Marketing Implementation
1. Organization
2. Time Table for Activities
Evaluation and Control
1. Checking the plan implementation
References
1. “Marketing Plan,” William M. Pride and O.
C. Ferrell, Marketing - Concepts and
Strategies, 12th Edition, Houghton-Mifflin,
2003. Sample Marketing Plan, Appendix C,
pp. C1-C11, and also, p. 30, and pp. 40-48.
3. “Whose Plan is Better Anyway: Yours or
Mine,” Journal of Marketing Education, MayJune, 2002, pp. 84-96.
4. Personal Interview with Mr. Any Name on
9/25-27, 2003 with Executive Director, Wild
Adventures Theme Park, Valdosta, GA
5. “What is in it for me,” A discussion on Small
Business Marketing in PBS local Channel 8
on 10/5/2003.