A. Cover Page
1. Marketing Plan for organization/company name:
2. Proposed by:
3. Submitted to:
4. Date:
B. Table of Contents Suggested number of pages
1... Executive Summary…………………………. 1.0
2... Company Description…………………………. 0.5
3... Strategic Focus and Plan…………………… 1.0
a. Mission/Vision Statements
b. Goals
c. Core Competency and Sustainable Competitive Advantage
4... Situation Analysis.. 1.0
a. SWOT analysis
· Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D)
· External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory
b. Industry Analysis
c. Competitor Analysis
d. Customer Analysis
5... Market-Product Focus…………………………. 2.0
a. Marketing and Product Objectives
b. Target Markets
c. Points of Difference
d. Positioning
6... Marketing Program 2.0
a. Product Strategy
b. Price Strategy
(i) Break-even Analysis
c. Promotion Strategy
d. Place (Distribution) Strategy
7... Financial Data and Projections…………. 1.0
a. Past Sales Revenues
b. Five-Year Projections
8... Organizational Structure……………. 0.5
9... Implementation…… 1.0
10... Evaluation and Control………………. 0.5
C. References
