Marketing Plan
  • To provide direction and focus for your 
   brand, product, or company. 
   –Nonprofit orgs: to guide their fund-raising and 
    outreach efforts
   –Gov. agencies: to initiate such as building public 
    awareness of proper nutrition and stimulating 
    area tourism
    Marketing Plan Components
  • Executive Summary
  • Current Marketing Situation
  • SWOT Analysis
  • Objectives and Issues
  • Marketing Strategy
  • Action Programs
  • Budgets
  • Controls
        Executive Summary
  • This section summarizes the market offerings, 
   target segments, main goals, 
   recommendations, and points as an overview 
   for senior managers who will read and 
   approve the marketing plan. 
      Current Marketing Situation
  • In this section, marketing managers discuss 
   the overall market, identify the market 
   segments that they will target, and provide 
   information about company’s current 
   situation.
                   Current Marketing Situation
      I.   Market description:
          Describing the targeted segments and the 
      benefits and product features in detail provides 
      context for the marketing strategies.
      II.  Product review
      III. Competitive review
      IV. Channels and logistics review