How to Write a Marketing Plan Executive Summary Assignment

Assignment Task

Key Components of a Marketing Plan

• Executive Summary
• Introduction of Product/Service
• Missions and Goals
• Environmental Analysis & SWOT
• Target Market
• Positioning Statement and Branding Strategy
• Pricing Strategy
• Distribution Strategy
• Promotional Strategy
• Conclusions

Introduction of Product/Service

• Write an introduction to your company.
• Describe your company, its location, and the product it makes or the service it provides
• Introduce the contents of your marketing plan

Missions and Goals

• Develop your company’s mission statement.
• Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five years (long term). 
• Determine the most appropriate ways to measure both short- and long-term goals.

Note : Consider the following metrics: tracking downloads of website content, website visitors, increases in market share, customer value, new product /service adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.

Environmental Analysis & SWOT

• Assess/evaluate environmental factors (competitive, economic, political, legal, technological, and sociocultural) on your business
• Develop a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis

Positioning Statement & Branding Strategy

• Prepare a positioning statement.
• Perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.
• Develop a branding strategy for your product
• brand name, slogan, logo (optional) and brand extension.

Promotional Strategy

• Develop the integrated marketing communications plan most relevant for your product/service and audience.
• Message strategy
• Media strategy
• Your public relations, sales promotion, and personal selling plan
• Your online and direct marketing plan
• Your social responsibility/cause-related marketing plan

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