1. The Marketing Plan Ms. Smith

2. What is a Marketing Plan?
A marketing plan is a formal, written document that directs a company’s activities for a specific period of time.
Provides a roadmap for how a product will enter a market, be advertised, and sold.

3. Elements of a Marketing Plan
Executive Summary
Situation Analysis
Goals & objectives
Marketing strategies
Implementation
Evaluation & control
Appendix

4. An overview of the entire plan.
Executive Summary
Situation Analysis
An overview of the entire plan.
Provides information to people to investors.
Study of internal and external factors.
SWOT analysis

5. Goals & Objectives Marketing Strategies
Objectives must be single-minded, specific, realistic, measurable, and have a time frame.
Mission statement
Identifies target markets and sets marketing mix choices that focuses on those markets.

6. Putting the plan into action.
Implementation
Evaluation & Control
Putting the plan into action.
Requires excellent communication so tasks are completed on a timely basis.
Timetables
Explains exactly how a specific objective will be measured.
Performance standard: expectation for performance that reflects the plan’s objectives.

7. Appendix
Supplemental materials, such as financial statements, sample advertisements, and any other materials that support the plan.