Strategic Marketing Plan
Instructor: Jim Wehrley
Title Page: Title of project, names of students involved in the project, date, etc.
Executive Summary: This is a summary written in "managerial language." This section summarizes the entire plan, highlighting the major points, especially the managerial aspects of the project. It should be void of technical terminology.
Introduction: This section introduces the reader to the organization (mission, objectives), past marketing efforts, past expenditures on marketing, lessons from past efforts recognizing what works/what doesn't, strengths/weaknesses of the company, etc.
Opportunity/Situational Analysis: This section summarizes the opportunities and threats. Emphasis should be on the external influences (economic, demographic, social, political, technological, etc.). Separate sections on the competitors and the industry should also be part of the opportunity analysis.
Objectives: This section defines the goals the plan wants to reach in the areas of sales volume, market share, or profit. You will not have to work on this section for your plan.
Marketing Strategy: This section focuses on the approach used to achieve the objectives. It consists of target market(s) and positioning decisions.
1. Marketing Segmentation While not part of most marketing plans, you should segment the market to develop the target market(s).
3. Positioning
Tactics: This section should discuss marketing program development such as product strategy (branding, customer service) distribution strategy, promotion strategy, and pricing strategy.
1. Product Strategy (with rationale for strategy)
2. Distribution Strategy (with rationale for strategy)
3. Promotion strategy (with rationale for strategy)
4. Pricing Strategy (with rationale for strategy)
Marketing/Action Program: This answers What will be done? Who will do it? When will it be done? and How much will it cost? You will not have to work on this section for your plan.
Projected Profit-and-Loss Statement: This summarizes the expected financial payoff from the plan. You will not have to work on this section for your plan.
Evaluation and Control: This tells how the plan will be monitored. This section is not required for your plan.
Appendix: This section should include secondary data used in the write-up of the plan.