Capture the key points of your plan. Although the executive
summary appears first, it is written last.
|Current Marketing Situation|
A highly descriptive phase, based on facts, that help you understand the
environment for the business. Key competitors, major market characteristics
and the current marketing strategy for the business should be
here. Describe market trends and discuss consumer behaviour,
Strengths and weaknesses (internal) reflect issues unique to your
company; strengths are areas you can build on while weaknesses should be
avoided or overcome. Opportunities and threats describe issues
(external) which affect the industry as a whole. They exist whether
your firm is there or not. Avoid strategy recommendations at this stage. Do
not confuse opportunities for the industry with possible strategies or
tactics for your company.
Shows which segments you believe most closely match your company's
strengths and weaknesses. Prioritize the most important opportunities and
threats. Briefly state the opportunities/segments you did not pursue
Use SMART: specific, measurable, achievable, realistic and
time-based. They should relate to marketing issues and should be clearly
linked to your issue analysis.
Your plan to achieve your objectives is detailed here. Identify which
segments you are targeting and why. State your positioning strategy and very
briefly include the 4Ps of marketing.
|Action Plans (Tactics)|
Tactics deal with the practical issues of implementing your
strategies. This is where you show that the plans is achievable.
|Projected Profit-and-Loss Statements|
Proof that your strategy is sound. This section you will typically
have forecasted sales, cost of goods and reasonable assumptions.
|Evaluation Procedures (Controls)|
This section looks at your objectives and strategy, and how you are
going to measure whether you are achieving these objectives.