BUSN319 MARKETING PLAN OUTLINE
A. Cover Page
1. Marketing Plan for organization/company name:
2. Proposed by:
3. Submitted to:
4. Date:
B. Table of Contents Suggested number of pages
1. Executive Summary 1.0
2. Company Description 0.5
3. Strategic Focus and Plan 1.0
a. Mission/Vision Statements
b. Goals
c. Core Competency and Sustainable Competitive Advantage
4. Situation Analysis 1.0
a. SWOT analysis
Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D)
External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory
b. Industry Analysis
c. Competitor Analysis
d. Customer Analysis
5. Market-Product Focus 2.0
a. Marketing and Product Objectives
b. Target Markets
c. Points of Difference
d. Positioning
6. Marketing Program 2.0
a. Product Strategy
b. Price Strategy
(i) Break-even Analysis
c. Promotion Strategy
d. Place (Distribution) Strategy
7. Financial Data and Projections 1.0
a. Past Sales Revenues
b. Five-Year Projections
8. Organizational Structure 0.5
9. Implementation 1.0
10. Evaluation and Control 0.5
C. References
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MP-1: Marketing Plan Outline
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