
ESOMIE
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Summarizes the marketing plan and lists the
highlights so an executive can tell if he wishes
to look at the entire plan.
SITUATIONAL ANALYSIS
PART ONE
INTERNAL
Strengths
Weaknesses
EXTERNAL
Opportunities
Threats
Let’s Practice
Product: iWatch
INTERNAL
Strengths
Weaknesses
EXTERNAL
Opportunities
Threats
- Offering biometric functionality, integration with the iPhone,
iPad, and Mac, and a "fashionable appearance."
- As has been previously suggested, he predicts the device will come in two
- sizes, with a 1.3-inch and 1.5-inch flexible AMOLED display. It will also
- include a sapphire cover lens, biometric recognition, an NFC chip,
- wireless charging, a 200 to 250 mAh battery, and a slim and light design.
- Kuo also believes that Apple will offer the iWatch at multiple price points,
- with the most expensive version costing upwards of $1,000
SITUATIONAL ANALYSIS
PART TWO
Political
Economic
Society/Trends
Technology
Explain your PEST


Financial (How much will you spend and make
by a certain date?)
Marketing (Specific timeline for marketing
events)

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Product (Features, Benefits, USP)
Promotion (How/Why?)
Price (Justify your pricing strategy)

Penetration, prestige, competitor pricing
Placement (distribution – where will your
products be sold? How will they get from the
warehouse to your store?)
 People – How will your sales staff and
employees act?

Product: Ski Jacket
Feature
Benefit
Thermal Interior
Keeps you warm while
skiing
Lightweight Material
Easy to move on the slopes
Variety of colors
Can match to multiple ski
outfits
Pocket for phone
Can get lost in music as you
ski to the beat of your
favorite song. Find others
on the slopes.
Made by North Face
Matches other North Face
clothing. People are brand
loyal to North Face.

WHO will do WHAT by WHEN?



What are your performance standards?
How can you tell if your plan is a success.
Control - If your plan doesn’t work, how will
you control your losses (what will you do to fix
the problem?)

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



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
Introduce Yourself
Eye Contact
Visuals
Tell a story
Rehearse
Know your partners role
Have a wow factor
Answer questions (ask for them)
Thank audience for their time
PPt is not your presentation ---YOU ARE!

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Verbal: inflection, tone, clarity, volume, excitability
factor
Non verbal: gestures, eye contact, facial
expressions
Story telling abilities
Proper intro and conclusion
Discuss benefits!!!
End with a call to action
Use the visual effectively
Knowledgeable? Use marketing terms correctly?
All members understand the product?



Mention the 4P’s?
Mention the target market? Segment it 3-5
ways.
Justify EVERYTHING!
What are the sections of a Marketing Plan?
 What is an Environmental Scan
 What are the 4(5) P’s of Marketing?
 What is a performance standard and what
section of the plan is it in?
 What is a SWOT analysis?
