1. Going From Concept to Reality
The Marketing Plan
Going From Concept to Reality

2. Elements of a Marketing Plan
Be clear and brief!
Executive Summary
Situation analysis
SWOT Analysis
Environmental Scan
Objectives
Company’s Mission
Marketing Objectives
Financial Objectives
Marketing Strategies
Positioning and points of difference
Marketing Mix (four Ps)
Product
Promotion
Price
Place
Implementation
Organization
Activities and responsibilities
Timetables
Evaluation and Control
Performance standards and measurements
Marketing Mix Strategies
Corrective Action
Appendix
What’s going on now!
Specific goals to be met: realistic. measurable and have a time frame
How do we meet our goals using 4 Ps
What are we going to do?
How do we evaluate?
The “extra” stuff

3. SWOT
Strengths
Weaknesses
Threats
Opportunities
Internal and external