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

2. 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

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

4. 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

5. 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)

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

7. 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