Marketing Plan: Table of content
- Executive Summary
- Company Background
- Environmental Analysis
- Segmentation & Targeting & Positioning
- Setting Marketing objectives
- Strategies to achieve objectives
- Action Plans: 4P'S
- Budget needed to support strategies & meet objectives
- Marketing Control
- Conclusions (Appendices/References)
1. The case study analysis should cover the following aspects:
1.1 Table content. — the project course requirements (20 marks allocated to it)
1.2 Focus your report on the Objectives, Strategies and the Marketing Action Plans (4Ps') suggest about 7-8 Pages.
Explanations
A. Executive summary — 3 key points.
i. Why? State the purpose of the project
ii. How? State the execution of the project?
iii. What? State the desired outcome?
B. Company Background
i. Who? Run the company - organisation structure
ii. Sales Trends chart 3-5 years
ii. What? Are they selling — product offerings
C. Environmental Analysis (SECTOR)
i. Use "SECTOR" — the FIVE environmental factors Social
- Economics
- Competition
- Technology
- Regulatory
ii. Relate to each of the factors how it may affect the company business
D. Segmentation, Targeting and Positioning
i. Use "GDP-B" the Four bases to segment the market
- Geographic - Where?
- location, city
- Demographic - (AEIOU) GEN Y, GEN X, Baby, Boomer