Marketing Plan Executive Summary Mission Defining Business Market Summary Total Market / Available Market

Marketing Objectives Financial Objectives & Forecast Marketing Research Market Needs Market Trends Market Growth Opportunities Competition Analysis Key Success Factors / USP Critical Issues to be addressed Situation Analysis SWOT / PESTLE/ 5 Forces / BCG (whichever seems applicable) Target Markets Geographies Demographics Buyer Behavior Factors Marketing Strategy Porters Generic Strategy / Ansoff Matrix Positioning Market Program Marketing Mix Offering Product Pricing Distribution Promotion Controls Implementation Controls Marketing Controls Contingency Planning Plan B