Marketing Plan Outline

Company Name
Marketing Plan


Date
Presented by:
Your name(s)

Marketing Plan

Executive Summary

Executive summary goes here on its own page.
**The executive summary must contain a short version of the recommendations. This area is a SHORT summary – its purpose is to entice the reader to open the case and read it.
This is the LAST section that you should complete after you’ve reached a decision(s).
It also should be on its own page as well, and it should “fill” the page.
It’s a good idea to list (in point form – usually numbered) the alternatives that you have decided to investigate. Follow that by what you’ve recommended.
Here’s an example for you:



Problem Statements
List the main problem(s) here. (PARAGRAPHS)

Company Objectives
What are the company’s objectives? How does this relate to the problem? (PARAGRAPHS)

Company Background
List some details here. Remember, the person who is reading this (your client) already knows a lot about the company. This portion does not need to be very long. Some good points to list here may be about the products or services that they provide, how long they’ve been in business, and other things that stand out. (PARAGRAPHS)

Situation Analysis
Strengths
• Point form
• These points must be about the company – things that they have control over

Weaknesses
• Point form
• These points are also about the company – again things they have control over

Opportunities
• Point form
• These are opportunities that may exist that the company does not have control over – for example, if gas is going up and the company is a car manufacturer, then the opportunity may be for the potential of larger sales of cars with good gas mileage. Also, think about what public perception is, government control, etc.
• Also, list other points that the company can use to expand their opportunities (example – give training to sales reps in order to increase their market share)

Threats
• Point form
•... [continues]

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