Executive summary (A summary of the plan’s highlights and objectives)

Executive summary (A summary of the plan’s highlights and objectives)

Market Analysis:
organization and products/services overview
SWOT Analysis
customers (customer demographics and needs)

Environmental Analysis
macro-environmental factors (how economic, sociological, technological, legal, and political factors may affect the marketing plan)
micro-environmental factors (how customers, competitors, distribution channels, and suppliers may affect the marketing plan.

Marketing goals and strategies ( a discussion of overall goals and strategies)
marketing goals (including short-term and long-term goals)
financial goals (including short-term and long-term goals)
marketing mix

Monitor and Control
implementation ( a discussion of methods of executing, monitoring, and evaluating the plan)
contingency plan (if any)

¦

¦