marketing%20plan-1

marketing%20plan-1 - in portfolio are positioned 7)...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Emerson College 2/2007 v 1 Common Elements of a Marketing Plan 1) Table of contents 2) Executive Summary  a) Situational Summary-- Summarize the key points from your situation analysis (market analysis,  segments, industry/competition) in order to recount the major events and provide information to  better understand the strategies outlined in the marketing plan.  3) Company Description 4) Strategic Focus and Plan (company based) a) Mission b) Goals c) Core Competencies 5) Situational Analysis (based mainly on your specific product) a) SWOT b) Industry Analysis  c) Competition d) Company Analysis     e) Customer Analysis (motivations, needs/wants/ cultural values/ norms ,…) 6) Product-Market Focus  (your product) a) Target Markets b) Differentiation Perceptual Maps are good- based on input from casual research c) Positioning  May use BCG ‘DOGS/COWS’ matrix to show where brand/line extensions/ related products 
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: in portfolio are positioned 7) Marketing Program Mix a) Product Strategy b) Promotion Strategy Promotion Promo Matrix [extra credit: examples of current (<6 mo.) promo incl. Mobile, online, print, direct mail,] c) Distribution Strategy d) Pricing Strategy e) Sample promo idea 8) Financial Data and Projection a) Past Sales Revenues (product specific; or, marketshare info; any ideas on costs/margins) b) Three-Year Projections by Market Emerson College 2/2007 v 1 9) Organization Indicate departments/functions that have responsibilities for implementing the marketing plan with names of who (name/title) is involved in your product line/ business unit and what they do. 10) Critical Issues for future success...
View Full Document

Page1 / 2

marketing%20plan-1 - in portfolio are positioned 7)...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online