Key Components of a Marketing Plan
Executive Summary
Introduction of Product/Service
Missions and Goals
Environmental Analysis & SWOT
Target Market
Positioning Statement and Branding Strategy
Pricing Strategy
Distribution Strategy
Promotional Strategy
Conclusions
References
Executive Summary
Key points of the entire report
(Normally written last)
Introduction of Product/Service
Write an introduction to your company.
Describe your company, its location, and the product it makes or the service it provides
Introduce the contents of your marketing plan.
Missions and Goals
Develop your company’s.
Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five years (long term).
Determine the most appropriate ways to measure both short- and long-term goals.
Note: Consider the following metrics: tracking downloads of website content, website visitors, increases in market share, customer value, new product /service adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.
Environmental Analysis & SWOT
Assess/evaluate environmental factors (competitive, economic, political, legal, technological, and sociocultural) on your business
Develop a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis
Target Market
Analyze the primary and secondary markets that you
want to target.
Include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.
Examine the relevant consumer behavior of the target market.
Positioning Statement & Branding Strategy
Prepare a positioning statement.
Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.
Develop a branding strategy for your product
brand name, slogan, logo (optional) and brand extension.
Pricing Strategy
Develop your company’s pricing strategy.
Describe type of pricing strategy
Identify factors influencing your pricing strategy
Distribution Strategy
Develop your company’s distribution strategy.
Describe channels of your distribution strategy
Identify factors influencing your distribution strategy
Promotional Strategy
Develop the integrated communications plan most relevant for your product / service and audience.
Message strategy
Media strategy
Your public relations, sales promotion, and personal selling plan
Your online and direct marketing plan
Your social responsibility/cause related marketing plan
Conclusions and References
Final remarks/wrap up
At least 10 references
at least half (5) must be academic references
APA Format
Peer Review
Each member is required to complete a/evaluation using the peer review rubric.
You do not rate yourself.
Deduction scale based on peer review: If you receive an average of 90% or higher from peer evaluations, no grade adjustment for the group project will be made. If you receive an average peer evaluation of 70-89%, 15% reduction will be made. If you receive an average peer evaluation below 70%, 25% reduction will be made.
