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Outline of the Marketing Plan (double spaced) 1. Executive summary (single spaced) and Table of contents: The marketing plan should open with a brief summary of the main goals and recommendation. The executive summary permits senior management to grasp the plan’s major thrust. A table of contents should follow the executive summary. 2. Situational Analysis (2-3 pages): The section should cover an analysis of the internal environment, customer environment, and external environments, which will be used to carry out a SWOT analysis. 3. SWOT Analysis (2-3 pages); The section describes key internal strengths and weaknesses of your client along with key external opportunities and threats and then summarizes their implications. 4. Marketing Goals and Objectives (1-2 pages) It is expected to list a few general goals for the client to accomplish along with their corresponding objectives that can be measured in a specific time frame. 5. Marketing Strategy (5-6 pages): Here the product manager defines the target market (s)/segment (s), namely those groups and need the market offerings are intended to satisfy. The manager then establishes the product line’s competitive positioning. Before finalizing your best strategy, you need to evaluate potential alternative strategies. Key components are: – Market Segmentation and Targeting (see Table 1: Market Segment Evaluation) – Product Positioning – Overall Alternative Strategies (see Table 2: Alternative Strategy Evaluation) – 4P Mix Strategies 6. Marketing Implementation (7-8 pages): The section describes how the marketing strategies will be executed. You need to address the following in a table format: – What specific marketing activities will be undertaken? – When will these activities be performed? – Who is responsible for the completion of these activities? – How much will these activities cost? 7. Evaluation and Control (1-2 pages): Two areas need to be briefly addressed. First, marketing control must be outlined. Secondly, a financial assessment of the marketing plan must be conducted. 8. Appendices and References (1-10 pages) In addition to the references, you need to include any table and figures that are relevant to your argument in the main body. It is important for you to appropriately cite them in the body (e.g., see Table 1) using a commonly accepted style (e.g., APA, MLA, Chicago).
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