Marketing Plan Contents
Marketing Plan Contents
Part 1: Introduction
Part 1 of the plan is designed to provide the reader with the necessary information to fully understand the purpose of the marketing plan. This part also includes organizational background information, which may be particularly important if the audience for the plan is not familiar with the company, such as potential financial backers.
This part of the plan contains two key components:
1. Purpose of the Marketing Plan
2. Organization Mission Statement
Some of the information, in particular the mission statement, may require the input of upper-management. The information in this part will prove useful later in the plan as a point of reference for material that will be introduced (e.g., may help explain pricing decisions). In cases in which there are separately operated divisions or SBU, there may also be mission statements for each.
Purpose of the Marketing Plan
The main body of the Marketing Plan often starts with the planner providing the rationale for the plan. The tasks associated with this section are to (Length: 1 paragraph):
• Offer brief explanation for why this plan was produced o e.g., introduce new product, enter new markets, continue growth of existing product, yearly review and planning document, etc.
• Suggest what may be done with the information contained in the plan o e.g., set targets to be achieved in the next year, represents a departmental report to be included in larger business or strategic plan, etc.
Organization Mission Statement
For larger firms this may already exist in a public way (e.g., found in annual report, found on corporate website) but for many others this may need to be formulated.
The organization mission statement consists of a short, finely-honed paragraph that considers the following issues (Length: 1 paragraph):
• Identifies a stable (i.e., not dramatically changing every year), long-run vision of the organization that can answer such questions as: o Why
Part 1: Introduction
Part 1 of the plan is designed to provide the reader with the necessary information to fully understand the purpose of the marketing plan. This part also includes organizational background information, which may be particularly important if the audience for the plan is not familiar with the company, such as potential financial backers.
This part of the plan contains two key components:
1. Purpose of the Marketing Plan
2. Organization Mission Statement
Some of the information, in particular the mission statement, may require the input of upper-management. The information in this part will prove useful later in the plan as a point of reference for material that will be introduced (e.g., may help explain pricing decisions). In cases in which there are separately operated divisions or SBU, there may also be mission statements for each.
Purpose of the Marketing Plan
The main body of the Marketing Plan often starts with the planner providing the rationale for the plan. The tasks associated with this section are to (Length: 1 paragraph):
• Offer brief explanation for why this plan was produced o e.g., introduce new product, enter new markets, continue growth of existing product, yearly review and planning document, etc.
• Suggest what may be done with the information contained in the plan o e.g., set targets to be achieved in the next year, represents a departmental report to be included in larger business or strategic plan, etc.
Organization Mission Statement
For larger firms this may already exist in a public way (e.g., found in annual report, found on corporate website) but for many others this may need to be formulated.
The organization mission statement consists of a short, finely-honed paragraph that considers the following issues (Length: 1 paragraph):
• Identifies a stable (i.e., not dramatically changing every year), long-run vision of the organization that can answer such questions as: o Why