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) Breakeven 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