A Simple Marketing Plan
Prepared by Mai Aye Aye Aung
A Sample Marketing Plan Crafting a marketing plan is hard but satisfying work. When completed, a marketing plan serves as a roadmap that details the context and scope of marketing activities including, but not limited to, a mission statement, goals and objectives, a situation analysis, growth opportunities, target market(s) and marketing (mix) program, a budget, and an implementation schedule. As a written document, the plan conveys in words the analysis, ideas, and aspirations of its author pertaining to a business, product, and/or brand marketing effort. How a marketing plan is written communicates not only the substance of the marketing effort but also the professionalism of the author. Written style will not overcome limitations in substance. However, a poorly written marketing plan can detract from the perceived substance of the plan. Written and style considerations Given the importance of a carefully crafted marketing plan, authors of marketing plans adhere to certain guidelines. The following writing and style guidelines generally apply: Use a direct, professional writing style. Use appropriate business and marketing terms without jargon. Present and future tenses with active voice are generally better than past tense and passive voice. Be positive and specific. At the same time, avoid superlatives ("terrific", "wonderful"). Specifics are better than glittering generalities. Use numbers for impact, justifying computations and projections with facts or reasonable quantitative assumptions where possible. Use bullet points for succinctness and emphasis. As with the list you are reading, bullets enable key points to be highlighted effectively and with great efficiency. Use "A-Level" (the first level) and "B-Level" (the second level) headings under major section headings to help readers make easy transitions from one topic to another. This also forces the writer to organize the plan more carefully. Use these headings
A Sample Marketing Plan Crafting a marketing plan is hard but satisfying work. When completed, a marketing plan serves as a roadmap that details the context and scope of marketing activities including, but not limited to, a mission statement, goals and objectives, a situation analysis, growth opportunities, target market(s) and marketing (mix) program, a budget, and an implementation schedule. As a written document, the plan conveys in words the analysis, ideas, and aspirations of its author pertaining to a business, product, and/or brand marketing effort. How a marketing plan is written communicates not only the substance of the marketing effort but also the professionalism of the author. Written style will not overcome limitations in substance. However, a poorly written marketing plan can detract from the perceived substance of the plan. Written and style considerations Given the importance of a carefully crafted marketing plan, authors of marketing plans adhere to certain guidelines. The following writing and style guidelines generally apply: Use a direct, professional writing style. Use appropriate business and marketing terms without jargon. Present and future tenses with active voice are generally better than past tense and passive voice. Be positive and specific. At the same time, avoid superlatives ("terrific", "wonderful"). Specifics are better than glittering generalities. Use numbers for impact, justifying computations and projections with facts or reasonable quantitative assumptions where possible. Use bullet points for succinctness and emphasis. As with the list you are reading, bullets enable key points to be highlighted effectively and with great efficiency. Use "A-Level" (the first level) and "B-Level" (the second level) headings under major section headings to help readers make easy transitions from one topic to another. This also forces the writer to organize the plan more carefully. Use these headings