1. Marketing Plan

2. Marketing vs. Business Plans
Marketing Plans
describes the current market position of a business and its marketing strategy
Defines growth, goals, and market size

3. Parts of a Marketing Plan
Executive Summary
Company Description
Strategic Focus and Plan
Situation Analysis
Market – Product Focus
Marketing Program
Financial Data and Projections
Organization
Implementation
Evaluation

4. Executive Summary Summarizes what is to come
“Sells” the Marketing Plan

5. Company Description Describes what the organization does
Highlight recent history
Highlight recent success

6. Strategic Focus and Plan
Communicates Mission and Vision
Mission Statement – what you want to accomplish
Vision Statement – how you will accomplish it
Identifies both financial and non-financial goals
Identifies:
Core Competencies – what you do
Competitive Advantage – how you do it better

7. Assignment Create a marketing plan for your Franchise Start With:
Company Description
Strategic Focus and Plan

8. Situation Analysis Analyze where you were, are, and are going
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Industry, Competition, Company, and Customers Analysis

9. Market-Product Focus Set objectives Identify target markets
Identify Points of Difference
Positioning

10. Marketing Program Identify the marketing mix Strategy
Include these elements:
Product
Features, Brand Name, Packaging, Services, Warranties
Price
List price, Discounts, Credit Terms, Payment Period
Promotion
Advertising, Personal Selling, Sales Promotions, Publicity
Place
Outlets, Channels, Coverage, Transportation, Stock Level

11. Financial Data and Projections
Past and Present data
Revenue and Expenses

12. Organization Organizational chart of management structure
Both current and potential positions

13. Implementation Plan How will company turn plans into results
Details for strategies

14. Evaluation Compares results with goal Determine if there are successes
Makes any deviations necessary