APPENDIX 2
Marketing Plan Structure and Instructions
Strategic Marketing
MARKETING PLAN INSTRUCTIONS
Task: To prepare and submit a draft followed by one final paper and presentation detailing the marketing plan (including objectives, strategy and implementation) for a business venture.
Draft 1 should include a discussion of the Situational Analysis (past history of the
product/company) and the Market Analysis (market demographics, trends, and growth),
a SWOT Analysis, and the analysis of competition.
Draft 2 should include all developed and corrected from Draft 1 plus the Product/Service
Offer and the Marketing Research that has been developed.
Draft 3 should include all developed and corrected from Drafts 1 and 2 plus the
Marketing Strategy (Segmentation, Target Market, Positioning) and the Marketing Mix
Strategies.
FINAL PAPER: A 30-35 page paper (not including the appendices with charts and
worksheets, and reference pages) detailing the marketing plan for your business based
on information from the papers above. The final paper should include each of the
sections listed below.
THE FOLLOWING SECTIONS SHOULD BE INCLUDED IN THE FINAL MARKETING PLAN
Section # Section Content
I Executive Summary
II Situational Analysis
III Market Summary
. Market Demographics
. Market Needs
. Market Growth and Trends
IV The Competition
V SWOT Analysis
VI Product/Service Offering
Marketing Research
VII Keys to Success & Critical Issues
VIII Marketing Strategy
. Marketing Strategic Objectives
. Segmentation, Target Market(s) & Positioning
. Marketing Mix Strategies
IX Marketing Financials
. Break-Even Analysis
. Sales Forecast
. Expenses Forecast
. Marketing Margin (Contribution)
Appendices
