1. Lesson 5.2 - Components of an Effective Marketing Plan

2. Key components of an effective
LESSON 5.2
The Marketing Plan
Key components of an effective
marketing plan:
Mission Statement
Executive Summary
Situation or S.W.O.T. Analysis
Marketing Goals / Objectives
Market Research / Marketing Strategies
Implementation
Evaluation and Control

3. Key components of an effective marketing plan (could also include):
LESSON 5.2
The Marketing Plan
Key components of an effective
marketing plan (could also include):
Table of contents
Problem identification statement
Communication and/or publicity plan

4. The Marketing Plan
The Mission Statement

5. The Executive Summary The Marketing Plan Executive Summary:
LESSON 5.2
The Marketing Plan
The Executive Summary
Executive Summary:
Provides an overview of the complete plan
The executive summary highlights key information within the document

6. The Situation Analysis
The SITUATION ANALYSIS: (also referred to as SWOT) provides information that is helpful in matching the organization’s resources and capabilities t the competitive environment

7. S W O T The Situation (S.W.O.T.) Analysis Strengths Weaknesses
LESSON 5.2
The Marketing Plan
The Situation (S.W.O.T.) Analysis S
Strengths W
Weaknesses O
Opportunities T
Threats

8. Marketing Goals & Objectives
LESSON 5.2
The Marketing Plan
Marketing Goals & Objectives
Why are goals and objectives important?
Goals and objectives identify what the company hopes to achieve with the marketing plan and a timeline for which the plan is to be carried out

9. Specific Measurable Action-oriented Realistic Time bound
LESSON 5.2
The Marketing Plan
Marketing Goals & Objectives
Effective objectives follow the S.M.A.R.T criteria
Specific
Measurable
Action-oriented
Realistic
Time bound

10. Market research / Marketing strategies
LESSON 5.2
The Marketing Plan
Market research / Marketing strategies
1) Defining a specific marketing approach intending
to create segmentation and positioning objectives
with the goal of influencing consumer purchase
decisions
2) Plan should include any relevant market research
to help support strategy and implementation
3) Developing a strategy includes the process of
designing an initial marketing strategy for a new
product based on the product concept

11. LESSON 5.2
The Marketing Plan
Implementation
Implementation refers to the process of putting the marketing plan into action

12. Evaluation and Control
LESSON 5.2
The Marketing Plan
Evaluation and Control
The evaluation phase determines whether the plan achieved the desired results
The controlling process refers to the adjustments required to achieve desired results where initial efforts did not already succeed

13. LESSON 5.2 REVIEW (ANSWERS)
The Marketing Plan
1) Identify the key components of the marketing plan
1- Mission Statement
2- Executive Summary
3- Situation or S.W.O.T. Analysis
4- Marketing Goals / Objectives
5- Marketing Strategies
6- Implementation
7- Evaluation and Control
(Could also include a Table of Contents, Problem ID statement or communications/publicity plan)