Marketing Plan Outline
Use third person business writing! No “I”, “we”, “you”, etc. Use MLA style citation!
MARKETING PLAN STRUCTURE
Title Page (0 points)
Executive Summary (5 points)
1 Major aspects of the marketing plan, expected outcomes and budget (Describe the substance of the plan, do not list the parts.)
Table of Contents (requires page numbers) (0 points)
Product Statement (5 points)
Environmental Analysis
1 Analysis of the External Environment (30 points)
1 Industry Trends—looks at the current situation in the industry, including size, trends, outlook (expanding, stagnant, contracting)
2 Competitive Trends
1 Brand These are Brand Competitors because.…(include complete description of the product, how it is marketed and the financial situation of the company)
2 Product These are Product Competitors because… (include complete description of the product, how it is marketed and the financial situation of the company)
3 Generic These are Generic Competitors because…(bullet point list is sufficient)
4 Total Budget Competitors These are TBC because… (bullet point list is sufficient)
3 Technological Trends (include technology of the industry, regardless of your company employing it or not.)
4 Economic Trends (must have leading economic indicators, including interest rate trends, unemployment trends for the region or country, inflation, consumer confidence index, and other relevant indicators.)
5 Political, Legal, and Regulatory Trends
6 Cultural/Societal/ Demographic Trends (This should be a very powerful section backed with data.)
1 Lifestyle Trends
2 Demographic Trends
3 Cultural Values Trends
Analysis of the Customer Environment (10 points)
1 Who?
2 How Many?
3 What?
4 Where?
5 When?
6 Why and How?
7 Why Non-Customers?
Analysis of the Internal (organizational) Environment (10 points) (This section should be broken into appropriate subheadings. See the Marketing Plan Format for
MARKETING PLAN STRUCTURE
Title Page (0 points)
Executive Summary (5 points)
1 Major aspects of the marketing plan, expected outcomes and budget (Describe the substance of the plan, do not list the parts.)
Table of Contents (requires page numbers) (0 points)
Product Statement (5 points)
Environmental Analysis
1 Analysis of the External Environment (30 points)
1 Industry Trends—looks at the current situation in the industry, including size, trends, outlook (expanding, stagnant, contracting)
2 Competitive Trends
1 Brand These are Brand Competitors because.…(include complete description of the product, how it is marketed and the financial situation of the company)
2 Product These are Product Competitors because… (include complete description of the product, how it is marketed and the financial situation of the company)
3 Generic These are Generic Competitors because…(bullet point list is sufficient)
4 Total Budget Competitors These are TBC because… (bullet point list is sufficient)
3 Technological Trends (include technology of the industry, regardless of your company employing it or not.)
4 Economic Trends (must have leading economic indicators, including interest rate trends, unemployment trends for the region or country, inflation, consumer confidence index, and other relevant indicators.)
5 Political, Legal, and Regulatory Trends
6 Cultural/Societal/ Demographic Trends (This should be a very powerful section backed with data.)
1 Lifestyle Trends
2 Demographic Trends
3 Cultural Values Trends
Analysis of the Customer Environment (10 points)
1 Who?
2 How Many?
3 What?
4 Where?
5 When?
6 Why and How?
7 Why Non-Customers?
Analysis of the Internal (organizational) Environment (10 points) (This section should be broken into appropriate subheadings. See the Marketing Plan Format for