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Marketing Plan - PowerPoint PPT Presentation


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Marketing Plan. Marketing vs. Business Plans. Marketing Plans describes the current market position of a business and its marketing strategy Defines growth, goals, and market size. Parts of a Marketing Plan. Executive Summary Company Description Strategic Focus and Plan

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Presentation Transcript
marketing vs business plans
Marketing vs. Business Plans
  • Marketing Plans
    • describes the current market position of a business and its marketing strategy
    • Defines growth, goals, and market size
parts of a marketing plan
Parts of a Marketing Plan
  • Executive Summary
  • Company Description
  • Strategic Focus and Plan
  • Situation Analysis
  • Market – Product Focus
  • Marketing Program
  • Financial Data and Projections
  • Organization
  • Implementation
  • Evaluation
executive summary
Executive Summary
  • Summarizes what is to come
  • “Sells” the Marketing Plan
company description
Company Description
  • Describes what the organization does
  • Highlight recent history
  • Highlight recent success
strategic focus and plan
Strategic Focus and Plan
  • Communicates Mission and Vision
    • Mission Statement – what you want to accomplish
    • Vision Statement – how you will accomplish it
  • Identifies both financial and non-financial goals
  • Identifies:
    • Core Competencies – what you do
    • Competitive Advantage – how you do it better
assignment
Assignment

Create a marketing plan for your Franchise

Start With:

  • Company Description
  • Strategic Focus and Plan
situation analysis
Situation Analysis
  • Analyze where you were, are, and are going
  • SWOT Analysis
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
  • Industry, Competition, Company, and Customers Analysis
market product focus
Market-Product Focus
  • Set objectives
  • Identify target markets
  • Identify Points of Difference
  • Positioning
marketing program
Marketing Program
  • Identify the marketing mix
financial data and projections
Financial Data and Projections
  • Past and Present data
  • Revenue and Expenses
organization
Organization
  • Organizational chart of management structure
  • Both current and potential positions
implementation plan
Implementation Plan
  • How will company turn plans into results
  • Details for strategies
evaluation
Evaluation
  • Compares results with goal
  • Determine if there are successes
  • Makes any deviations necessary