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Marketing Plan - Marketing Plan Russ Graziano Keller...

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Marketing Plan Russ Graziano Keller Graduate School of Management MM522 Professor Penny Schafer I. Executive Summary A high-level summary of the marketing plan. II. The Challenge Brief description of product to be marketed and associated goals, such as sales figures and strategic goals. III. Situation Analysis Company Analysis Goals Focus Culture
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Strengths Weaknesses Market share Customer Analysis Number Type Value drivers Decision process Concentration of customer base for particular products Competitor Analysis Market position Strengths Weaknesses Market shares Collaborators Subsidiaries, joint ventures, and distributors, etc. Climate Macro-environmental PEST analysis : Political and legal environment Economic environment Social and cultural environment Technological environment SWOT Analysis A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:
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