The Marketing Plan

The marketing plan should be thorough and detailed enough so that a person could actually implement it based on the information and suggestions. Include: 1. Executive Summary – a condensed overview of the marketing plan. 2. Introduction – description of the business; product/service analysis. 3. Business Objectives of the organization, and the specific Marketing Objectives. Explain how the proposed event/activity contributes to these objectives. 4. Situational Analysis – the economic climate, financial status of the organization, demand trends, political environment, competitors, etc. Discuss the Strengths, Weaknesses, Opportunities, and Threats (SWOT). 5. Consumer Information summary – discuss information that you have obtained on the organization’s consumers. • Have you gathered the info from your research or from the research of others? in other words, is it primary or secondary research? 6. Marketing Strategies: Discussion and presentation of: a. Market Segmentation strategy. • What will serve as the basis for segmentation, and why? • Provide an analysis and rationale for selecting the target markets. b. Product. Page 2 of 2 • What is the core product? • What are the product extensions? c. Pricing Strategies. d. Place the event is held and means of its Distribution. e. Comprehensive Promotional Plan. • Discuss the means in which you will promote this activity/event. Include the elements such as advertising; personal selling; promotional licensing; public relations activities, etc. • Provide samples of the elements discussed in your promotional plan (such as flyers, brochures, an audiocassette recording of radio announcements, video of television commercial, etc.). f. Corporate Sponsorships. • Develop a plan to secure corporate sponsorships. 7. Presentation of a Timeline for implementation/plan of action.

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