1. Marketing co-op and non-coop
Marketing Plan
Marketing co-op and non-coop

2. Students Will Be Able To
Identify the parts of a marketing plan
Explain the parts of a marketing plan

3. What is A Marketing Plan?
A formal, written document that directs a company’s activities for a specific period of time
Details analysis and research efforts
Provides a roadmap for how a product will enter the market, be advertised, and sold
Communicates the goals, objectives, and strategies

4. Parts of a Marketing Plan
Executive Summary
Situation Analysis
Objectives/Goals
Marketing Strategies
Implementation
Evaluation
Control
Appendix (if needed)

5. Executive Summary Brief overview of the entire marketing plan
Briefly addresses each topic in the plan
Gives an explanation of the costs involved in implementing the plan
Can provide information to people outside the organization

6. Situation Analysis
Study of the internal and external factors that affect marketing strategies
Companies will complete a SWOT Analysis
External Analysis
Customer Analysis
Internal Analysis

7. External Analysis
Identify changes happening in your city, state, country and globally that could impact your business
Investigate:
Changes in political positions and legislations
Changes in technology
Trends in society’s values and habits
Identify competitors and list their characteristics
Economic conditions

8. Customer Analysis
Find out what consumers want and how they make purchasing decisions
Ask the following questions:
Who are current and potential customers?
What are the trends in consumer buying habits?
Why do/don’t consumers purchase this product/service?

9. Internal Analysis Analyze the current state of the organization
Helps identify where the organization is strong and what areas need attention
Look at finances and human resources
Compare performance in relation to competitors
Why might a company want to have a 3rd party analyze their internal strengths and weaknesses?

10. Marketing Strategies Identifies target markets
Sets marketing mix choices that focus on those markets
All strategies should take into account customers wants and needs, as well as objectives of plan
Strategies should focus on key points of difference (advantage a company, product, or service has over competition)
Key points of difference could be:
Quality of product
Superior distribution system
More create ad campaign
More competitive pricing structure

11. Implementation Putting the marketing plan into action and managing it
Obtaining financial resources, management, and staffing necessary to put the plan into action
Timetable shows when each part goes into action
Outlines a schedule of activities, job assignments, sales forecasts, budgets, details of each activity, and who will be responsible for each activity

12. Evaluation and Control
Discuss measures used to evaluate the plan
How a specific objective will be measured and who will be responsible for providing the evaluation
Performance Standards:
An expectation for performance that reflects the plan’s objectives
Suggests actions that should be considered if plan objectives are not met
Company’s goal is to reduce the gap between planned performance standards and actual performance

13. Appendix Includes any supplemental materials
Detailed financial statements
Sample ads
Other materials to support the plan