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Marketing Plan

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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Marketing Plan

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  1. Marketing Plan

  2. Marketing vs. Business Plans • Marketing Plans • describes the current market position of a business and its marketing strategy • Defines growth, goals, and market size

  3. 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

  4. Executive Summary • Summarizes what is to come • “Sells” the Marketing Plan

  5. Company Description • Describes what the organization does • Highlight recent history • Highlight recent success

  6. 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

  7. Assignment Create a marketing plan for your Franchise Start With: • Company Description • Strategic Focus and Plan

  8. Situation Analysis • Analyze where you were, are, and are going • SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats • Industry, Competition, Company, and Customers Analysis

  9. Market-Product Focus • Set objectives • Identify target markets • Identify Points of Difference • Positioning

  10. Marketing Program • Identify the marketing mix

  11. Financial Data and Projections • Past and Present data • Revenue and Expenses

  12. Organization • Organizational chart of management structure • Both current and potential positions

  13. Implementation Plan • How will company turn plans into results • Details for strategies

  14. Evaluation • Compares results with goal • Determine if there are successes • Makes any deviations necessary

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