Executive Summary
[Write this section last.]
Have we:
- summarised the situation including marketing opportunities?
- listed the marketing goals and objectives?
- summarised the marketing strategies and tactics?
- included the cost and revenue figures from the budget?
Introduction
Have we:
- stated what type of marketing plan this is?
- described the product or products in full?
- described how the products fit into the market?
- described where each product fits into the product life cycle?
Situation Analysis
Have we:
- described the economic and business conditions for the product and market at this time?
- selected out the other major macro and micro environmental factors, and described how they are affecting or will affect the product and/or market?
- described the competition - who they are and what their strengths and weaknesses are?
Target Markets
Have we:
- described the target market(s) for the product(s)?
- estimated how may potential customers there are in each target market?
- assessed the organisation's position and share with respect to each target market?
Goals and Objectives
Have we:
- written broad marketing goals and stated whether each is a market penetration, product development, market extension, or diversification goal?
- written specific sales or profit objectives for each goal?
Strategies and Tactics
Have we:
- written broad strategy statements describing how each marketing goal will be achieved?
- written specific tactics that 'fill in' the marketing strategies?
Budget
Have we:
- researched the Business Plan and found the overall marketing budget for the year or product?
- detailed the costs for each marketing strategy/marketing goal achievement?
- estimated the sales revenue that will result from expenditure on each strategy?
- provided an overall estimated profit or loss figure?
