Student Guide For Writing A Marketing Plan

1392 words - 6 pages


1. Executive Summary

The Executive Summary “sells” the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its need within the market. The summary should also provide an overview of the main points of the plan and should emphasize an action orientation.

2. Company Description

The company description should highlight the recent history and successes of the organization.

3. Strategic Focus and Plan

While not included in all marketing plans, the Strategic Focus and Plan sets the strategic direction for the entire ...view middle of the document...

A competitive advantage is an unique strength relative to competitors, often based on quality, time, cost, or innovation.
An example of a competitive advantage: “McDonalds’ competitive advantage is its large number of restaurants, more than double its competitors, making it more convenient for customers than any other fast food restaurant in the world.”

4. Situation Analysis

The essence of the situation analysis is taking stock of where the firm or product has been recently, where it is now, and where it is headed. The situation analysis is the first of three steps in the planning stage. See pages 44-45 in the text.

a. SWOT Analysis

The SWOT analysis is an effective shorthand summary of the situation analysis.
The acronym is used to describe an organization’s internal Strengths and Weaknesses and its external Opportunities and Threats. This analysis provides a solid foundation to identify subsequent actions in the marketing plan.
The SWOT analysis can be effectively presented in a tabular format (see Appendix A), followed by a text discussion that elaborates on the information in the table.
An analysis to identify internal strengths and weaknesses usually includes the following areas in an organization:
When analyzing: | Consider: |
Management | experience level, management style, size |
Offerings | uniqueness, quality, price |
Marketing | type and scope of marketing plan |
Personnel | quality and experience of workforce |
Finance | sales revenues |
Manufacturing | quality and dependability of suppliers |
R & D | plans for continual product improvement, budget |

An analysis to identify external opportunities and threats usually includes the following factors:
When analyzing: | Consider: |
Consumer/Social | size and stability of market |
Economic | current and projected economic situation of market |
Technological | the effect of technology on any facet of the business |
Competitive | number and size of competitors |
Legal/Regulatory | the effect of legal/regulatory issues on any part of the business |

b. Industry Analysis

The industry analysis section should provide the backdrop for a more detailed analysis of the competition, the company, and the customer. An in-depth analysis will give both internal and external readers of the plan confidence in the company’s ability to understand its own industry.

c. Competitor Analysis

An effective analysis of the competition should demonstrate that the company has a realistic understanding of its major competitors and their marketing strategies. As in with the industry analysis, a realistic assessment makes readers feel confident that the marketing actions in the plan are well grounded. See Chapters 2, 3, 8, and 22.

d. Company Analysis

The company analysis provides details of a company’s strengths and marketing strategies that will enable it to achieve its marketing goals.

e. Customer...

Other assignments on Student Guide For Writing A Marketing Plan

Checkpoint Week 1 Marketing Mgmt Essay

790 words - 4 pages ? Student Answer: The text defines relationship marketing as "building enduring relationships with people and organizations in order to earn and retain their businesses". Relationship marketing many benefits. It allows the business to build referrals, reduce marketing expenses and allows for company growth in a way that is aligned with the core customer needs. It helps the company focus on retaining their customers and keeping them satisfied

Marketing Plan Essay

1061 words - 5 pages WRITING THE MARKETING PLAN Getting started: 1) Perform background research on the business category to gain an understanding of buyer behavior, key industry players, key factors that influence the market, etc. (These sources should be shown in the “Sources” section of your paper. 2) Identify the initial parts of a good marketing plan (i.e. competition, background industry information, and external impacts, etc.) 3) Do a thorough


1659 words - 7 pages organisation that are now moving towards societal marketing, it focus on the environmental side and social welfare but it’s still moving forward alongside organisation overall marketing plan. Societies are more environmental consciousness because they are looking for sustainability. A good example of hospitality organisation that emphasize on environmental awareness would be The Hilton Group hotels. By browsing through Hilton in Sydney we would be able to

Human Resources

1152 words - 5 pages , market research, selling and [in academic writing, if this is a series, place a comma before the final conjunction (and)] merchandising, advertising and [in academic writing, if this is a series, place a comma before the final conjunction (and)] sales. They are responsible for managing the customers, demand of the market through promotional activities. With the strategic plan and effective marketing, a company sales will grow, market share will

Siop Lesson Plan

461 words - 2 pages alphabetic standards and utilize grade level phonic competences to recite, interpret, and write text (.Florida State Board of Education, 2007). Materials Needed: Word Banks Paper Writing Materials (pencils, crayons, or markers) Assorted Color Flash Cards Procedure or Method of Instruction: This lesson will consist of a sheltered lesson approach including creating a poem about themselves. The teacher will guide the students, helping them write

Education Plan

874 words - 4 pages evident technology is used to |( X 2 | |Technology, Including |student learning in this lesson.  Few |a supplement to learning.  There is |learning in this lesson plan.  Students |enhance student learning and is aligned |= ____ | |Websites |technology concepts are used in this |little evidence of direct instruction for|use one or more technology tools for |with the purpose of the


1750 words - 7 pages of the LDP involved writing a lesson plan which was then taught to a student under the supervision of my mentor. A copy of the lesson plan can be found within the LDP. An assessment plan was then used to evaluate the learning that had taken place and to assess the competency of the student. I am employed as a Paramedic Practitioner by a National Health Service (NHS) Ambulance Trust and I decided to teach the skill of Intubation to a student

Marketing Strategy

1605 words - 7 pages , place, price, and promotions affects the development of an organization’s marketing strategy and tactics. How an organization implements the elements of the marketing mix is dependent on the objectives of the marketing strategy. In a recent article the writer explains the reasoning for the revision for the American Marketing Association’s definition of marketing by writing, “Marketing is the activity, conducted by organizations and individuals, that

Mktg 300 Individual Project

1258 words - 6 pages MKTG300_03 Individual Project: Developing a Marketing Plan (Due 11/25) Objective One of your key responsibilities as a marketer will be to draft a marketing plan. The objective of the plan is to architect a road map for marketing strategies of a firm. The goal of this project is to offer you some valuable experience in drafting a marketing plan. Overview You have been hired as a consultant to conduct a market analysis and develop a

Vark Analysis

840 words - 4 pages the preferred learning strategies: The student was assessed to have a strong reading/writing learning preference. The student should plan reading using a calendar. This will help to finish the assignments in time. The student should have to write down small notes for the topics for the assignments and plot a rough draft before the due date. Planning early will help to learn thoroughly and also will help to execute the project before the due


260 words - 2 pages Hello ILC! In my 4th year of study, I would have to spend 8 months working on a project in a developing country. I could work on a health care delivery system, do an environmental assessment, create a marketing or small business development plan with local entrepreneurs, address key issues such as child labor or HIV/AIDS, and the list goes on. With a good mark in English, I hope to get accepted into this program. I’ve never taken an online

Similar Documents

Marketing Plan For A Nail Studio

2232 words - 9 pages   research   conducted   by   the   student   individually  and  group  members.  No  access  to  available  information  on  general  trends  and   size  for  the  Hair  and  Beauty  care  market  in  Nigeria.   3 2010/E/15/647 Marketing Strategy for a Nail Studio 2. 2.1 Background   The  Market   Manicures   and   pedicures   are

Marketing Plan For Milk Tea Essay

7890 words - 32 pages marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “Bubble Buzz” will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of

Best Practice Guide For A Ddos Attack

935 words - 4 pages a plan in place when dealing with a DDoS attack. This guide will serve as the best practice guide for the university. Outlined will be some of the best practices to help prevent a DDoS attack and will be followed by the university. The first thing that the university needs to do is create a response plan and practice the plan over and over. The worst thing that could happen is a DDoS attack starts to occur and nobody knows what to do or

Business Essay

7113 words - 29 pages marketing mix of the four Ps functions as a guide to help the marketing manager successfully develop a strategy for promoting products and services to customers. Ads by Google Buy & Sell on Find Good Deals at Great Prices. Browse now on Bikroy's Mobile Site. Product The concept of product in a marketing plan deals with finding the right product for your target market. The product must be something desired by the