Marketing plan project Competency 3.00 – Understand the role of marketing in business.

Executive Summary This is the introduction to the marketing plan its clarity and brevity sell the plan to readers. What should be included: (1 page) Business name Business location What product or service you sell Projected sales and profits Unit sales Profitability and keys to success Purpose of the plan, history of the company TELL A STORY

Situational Analysis This part provides a snapshot of the company’s present position SWOT analysis – refer to SWOT worksheet Strengths Weaknesses Opportunities Threats

Objectives This section defines specific goals to be met. To be effective, objectives must be single-minded, specific, realistic, and measurable, and must contain a time frame. What should be included: (1 page) Company’s mission Marketing objectives Financial objectives

Marketing strategies This is where the company defines how it is going to meet its objectives with a marketing mix – the four P’s. Marketing mix (four P’s) Product Promotion Price Place (distribution)

Implementation This part outlines how the company will put its plan into effect. What should be included: Organization Activities and responsibilities Timetables

Evaluation and Control This part tells how the marketing plan will be evaluated and what measures might be necessary if objectives are not met. Performance standards and measurements Marketing objectives Financial objectives Marketing mix strategies Corrective action