Marketing Plan Elements

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Marketing Plan Format Guidelines

Times Roman 12, Double Spaced, 1" margins all over the paper. Follow APA throughout the paper which includes citations and references.

Maximum page length = 15 pages

Table of contents:  organized, pages numbered, accurate. 

Be sure to cite references used  to collect secondary research to support  y our project and list them on a reference page at the end of your project.

Use headings to facilitate flow of  the paper.  Review paper for grammar, composition , and spelling mistakes. 

0 points

Points will be deducted from your score if these guidelines are not met, including exceeding the maximum page length.

Introduction

Company overview

Management team summary

Market opportunity overview

5 Points

Situation Analysis (Study internal and external environment of the organization)

Industry sector description

SWOT Analysis

Target Market Analysis

Demographic characteristics of market

Psychographic characteristics of market

Behaviors of target market

Strategies appealing to market

25 Points

 .

Marketing Mix

Product Strategy (Product Mix)

Pricing strategy

Distribution plan

Promotional message

Media plan

Promotion & advertising plan

Personal selling strategy

Positioning strategy

Competitive Analysis (Comparing organization with

Competitors'. Discuss the 4P's of marketing mix with competitors')

Competitors' strengths

Competitors' weaknesses

Organization's competitive advantage

25 Points

Financial Analysis (Analyze the basic finance structure of the organization)

Starting capital

Budget/cash flow for purchases &

vendor list

Break-even analysis

Projected income & profit

Overall financial concerns/implications 

10 Points

Challenges to be addressed  to create best customer value proposition (should be factored  into recommended strategies)

Internal risks

External risks

5 Points

 Recommended Strategies/ Growth Plan and Implementation Timeline (provide specific dates for two years in the future)

Description of growth plan

Strategies for market penetration

Strategies for product development

Strategies for market development

Strategies for diversification

Conclusion - identification of external variables that may impact the recommended strategies;

Main findings of the marketing plan

30 Points