Advanced marketing
Examining
Marketing and
Business
#34- IDENTIFY COMPONENTS OF A MARKETING PLAN
What is a Marketing Plan?
 What
 Plan
must be done to succeed
for specific period of time
 Based
or marketing research and data
 Roadmap/plan
for success
Components of Plan







I.
Executive Summary
II. Situation Analysis (SWOT and PEST)
III. Objectives (Mission, Marketing, Financial)
IV. Marketing Strategies (Position and Points of Difference,
and Marketing Mix)
V. Implementation (Organization,
Activities/Responsibilities, and Timetables)
VI. Evaluation and Control (Performance Standards,
Marketing Strategies, Marketing Mix)
Corrective Action
Executive Summary
Brief overview of company’s purpose and goals
 Summarizes what is to come in report
 One to two pages
 Includes:
 A brief description of products and services
 A summary of objectives
 A solid description of the market
 A high-level justification for viability (including a quick look at your
competition and your competitive advantage)
 A snapshot of growth potential
 An overview of funding requirements

Situation analysis

Critical review of current business situation

Starting point of marketing plan

Clear and objective analysis

Analysis includes: product information, market,
opportunities, and challenges

SWOT and PEST
objectives
 Company
Mission
 Marketing Objectives
 Financial Objectives
Company Mission
 Declaration
of company’s core purpose
 Unchanged
over time
 Should
(1) filters
what is important from what is not
(2) which
(3)
include the following
markets will be served and how
communicate a sense of intended
direction to the entire organization.
Marketing objectives
 What
business wants to accomplish through
marketing activities
 Use
SMART approach to write objectives
 Specific
 Measurable
 Achievable
 Realistic
 Time
Specific
Position and Points of Difference
 Position-
how you want customer to
favorably perceive your brand
 Points of Difference- the basis on
which you develop position
Financial objectives
 How
business will finance marketing
operations
 Profit goals
 Lower costs
 Budget/Profit Related
Marketing strategies
 Positioning
and Points of Difference
 Marketing Mix
Marketing mix
 Product
 Place
 Price
 Promotion
implementation
 Organization
 Activities
and Responsibilities
 Timetables
Evaluation and control
 Identify
 Need
quantitative elements to measure
to determine how evaluate:
Marketing Objectives
Financial Objectives
Marketing Mix
Assignment
 Work
with partner to prepare a marketing
plan for The Falcons’ Nest for 2015-2016.
OR
Begin work on DECA project marketing plan
for competition