Overview
THE Report and presenationMUST have all of these
| Executive Summary |
| a. Synopsis |
| b. Major aspects of the marketing plan |
| (Key problem, goal, action, backup plan, budget) |
| Situation Analysis (Ch. 3 Collecting & Analyzing Market Information) |
| a. Analysis of the internal environment |
| b. Analysis of the customer environment |
| c. Analysis of the external environment |
| SWOT Analysis (Ch. 4 Developing Competitive Advantage and Strategic Focus) |
| Application of models |
| a. Strengths |
| b. Weaknesses |
| c. Opportunities |
| d. Threats |
| e. Analysis of the SWOT matrix (p. 101) |
| f. Developing competitive advantages (p. 103-106) |
| g. Developing a strategic focus (p. 107-110) |
| Marketing Goals & Objectives (Ch. 4 Developing Competitive Advantage and Strategic Focus) |
| a. Marketing Goal (p. 110-112) |
| b. Marketing Objective (p. 113-115) |
| Marketing Strategy |
| a. Primary (and secondary) target member (Ch. 5 Customers, Segmentation & Target Marekting) |
| b. Overall branding strategy (Ch. 7 Branding & Positioning) |
| c. Product strategy (Ch. 6 The Marketing Program) |
| d. Pricing strategy (Ch. 6 The Marketing Program) |
| e. Distribution/supply chain strategy (Ch. 6 The Marketing Program) |
| f. Integrated marketing communication (promotion strategy) (Ch. 6 The Marketing Program) |
| Marketing Implementation (Ch. 9 Implementation & Control) |
| a. Structural issues |
| b. Tactical marketing actitivities |
| Evaluation and Control (Ch. 9 Implementation & Control) |
| a. Formal controls |
| b. Informal controls |
| c. Implementation schedule and timeline |
| d. Marketing audits |
| (Ch. 8 Ethics & CSR and Ch. 10 Long term customer relationship should be reflected in your SMP) |
Headings and Subheadings should be clearly differentiatied PLEASE FOLLOW THE MARKETING PLAN WORKSHEET EXACTLYU AS IT IS