STRUCTURE OF A MARKETING PLAN

Hi, I need to write a market plan paper I provided the requirements below. If you have any questions please feel free to contact me. Thank You 🙂

The marketing plan should be for a small business that does not have a marketing plan (ex. your employer, a family member or friend’s business, etc.). Also, you can create a marketing plan for a product or service that you feel is needed. Some examples of marketing plans that students have done in the past follow:

• Indoor sports facility

• Restaurant
• Indoor facility entertainment for teens and college students to hang out
• Fitness center targeted to a specific demographic (e.g. females, boxers)
• Accounting business
• Computer repair business

Below are the various parts of the marketing plan that you will submit by each due date noted on the course calendar/schedule. You will type each section in Microsoft Word and upload it to Blackboard in the appropriate Learning Materials week. Be sure to see the Marketing Plan Sample for the correct format.

PART 1

Company & Industry Overview

In this section, the plan provides a brief description of the company, including perhaps its mission statement, background, and competitive advantages. It should also briefly describe trends in the industry in which your product or service is categorized.

Objectives/Goals

This section offers more specifics about why readers are reading the marketing plan. What does the company want to achieve, both overall and with this particular marketing plan?

Give a preliminary description of your product or service and what you hope to accomplish with your marketing campaign. Include incremental objectives you plan to accomplish as you attain your goal.

PART 2

Situation Analysis

This section describes the strengths, weaknesses, opportunities, and threats facing the company. A SWOT table should be included as well as a summary for each of the SWOT items.

STP (Segmentation, Targeting, Positioning) Analysis

The analysis proceeds by assessing the market in which the company functions, the products it currently offers or plans to offer in the future, and the characteristics of current or potential customers.

Marketing Strategy

The marketing strategy may be very specific, especially if the plan pertains to, for example, a stable product in a familiar market, or it may be somewhat open to varied possibilities, such as when the firm plans to enter a new market with an innovative product.

This section should outline your strategies for product/service mix, pricing, promotion, place/location, and positioning):

1. Product/Service Strategy – what mix of products and services will you sell and how does that best meet customer needs and how does it compare to your competitors.

2. Pricing Strategy – how will you price your products/services relative to competitors, and what impact will that have on your volume of sales.

3. Place/Location Strategy – how will the proposed or current location of your business best meet the needs of your customers and/or create an advantage over competitors.

4. Promotional Strategy – how will you promote your business and how will that make customers aware of your business and motivated to buy your products/services.

5. Positioning Strategy – what values do you want potential customers to associate with your business, and how will they set you apart from the competition.

PART 3

Financial Projections

On the basis of the knowledge already obtained, the marketing plan should provide possible developments and returns on the marketing investments outlined in the marketing strategy.

Implementation Plan

This portion of the marketing plan includes the timing of promotional activities, when monitoring will take place, and how expansions likely will proceed. The timeline should cover at least six months, however can cover up to twelve months.

Evaluation Metrics and Control

The firm must have a means of assessing the marketing plan’s recommendations; the marketing plan therefore must indicate the methods for undertaking this assessment, whether quantitatively or qualitatively. This section should include a description of what are the criteria for success of the plan, and how you will measure that success. By regularly monitoring progress, you can determine when what strategies are working, and implemented needed changes to insure the goals are met.

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Appendix

The final section(s) offers additional information that might be of benefit, such as a list of key personnel, data limitations that may influence the findings, and suggestions of the plan, relevant legislation, and so forth.

Reference Page

Your reference page needs to be in APA format (see https://www.dtcc.edu/sites/default/files/apacolor.pdf) 

PART 4

Part 4 will consist of your entire Marketing Plan in the following order: Title Page, Table of Contents, Executive Summary (see description below), Part 1, Part 2, Part 3, Reference Page. You should not include the words “Part 1, Part 2, Part 3,” just include the content from those sections.

Title Page (should contain your name, the name of the company or product)

Table of Contents

Executive Summary

It is best to write this section once all the others have been completed. For this section, include a brief overview of the marketing plan, summarizing the key components of the plan.It also highlights the main goals of the marketing plan and the strategies for achieving those goals. It should also briefly address budget requirements and how success will be measured.

LINGUISTIC AND VISUAL SUGGESTIONS

All marketing plans differ because all firms differ. However, just as rules exist that dictate what makes for good writing, some rules or guidelines apply to all well-written marketing plans.

• Maintain a professional attitude in the writing and presentation.
• Keep descriptions and summaries concise. Get to the point.
• Use standard, edited English.
• Proofread the entire plan multiple times to catch grammatical, spelling, or other such errors that could dampen the professionalism of the writing.
• Adopt a businesslike tone; avoid flowery or jargon-filled writing.
• Employ direct, rather than passive, and present, rather than past, tense whenever possible (e.g., “We plan to achieve 30 percent growth in two years” rather than “The plan was that 30 percent growth would be achieved by the firm within two years”).
• Be positive.
• Yet avoid meaningless superlatives (e.g., “Our goal is tremendous growth”).
• Be specific; use quantitative information whenever possible.
• Insert graphics to convey important concepts succinctly, including photos, graphs, illustrations, and charts.
• However, avoid using so many visual elements that they clutter the plan.
• Lay out the plan clearly and logically.
• Organize sections logically, using multiple levels of headings, distinguished clearly by font differences (e.g., bold for first-level heads, italics for second-level heads).
• Consider the use of bullet points or numbered lists to emphasize important points.