A marketing plan is a formal, written document that directs a company’s activities for a specific period of time. Provides a roadmap for

how a product will enter a market, be advertised, and sold.

Executive Summary Situation Analysis Goals & objectives Marketing strategies Implementation Evaluation & control Appendix

EXECUTIVE SUMMARY An overview of the

entire plan. Provides information

to people to investors.

SITUATION ANALYSIS Study of internal and

external factors. SWOT analysis

GOALS & OBJECTIVES Objectives must be

single-minded, specific, realistic, measurable, and have a time frame. Mission statement

MARKETING STRATEGIES

Identifies target markets and sets marketing mix choices that focuses on those markets.

IMPLEMENTATION Putting the plan into

action. Requires excellent

communication so tasks are completed on a timely basis. Timetables

EVALUATION & CONTROL Explains exactly how

a specific objective will be measured. Performance standard:

expectation for performance that reflects the plan’s objectives.

Supplemental materials, such as financial statements, sample advertisements, and any other materials that support the plan.