Strategic Marketing Plan Report
The strategic marketing plan should be written according to the following outline:
Title Page: To include student name as well as the company and product name.
Table of Contents: (Include the title of each section and sub-section and the page number)
Section 1: Company mission/vision/values or other indicators of a market driven organization
Section 2: Current marketing situation
Internal factors
- Analysis of company’s current offerings
- Analysis of financial results
- Analysis of key business relationships
- Analysis of core competencies
- Analysis of current customers
- Competitive Analysis
External factors
- Demographic trends
- Economic trends
- Environmental trends
- Technological Trends
- Political-Legal/Regulatory Trends
- Social-Cultural Trends
SWOT Analysis
Summary of Current Situation: Emphasis on main conclusions, predictions and inferences drawn from analysis, not a repeat of facts presented in the data.
Section 3: Target Market: A full description of the market segment selected as the target market for the strategic marketing plan, why it represents a uniquely different market segment from other market segments and why it represents a growth opportunity for the company. Also discuss the positioning strategy to be used.
Section 4: Strategic Marketing Plan Objectives: To include at least two strategic, quantifiable and time bound objectives for the product/market situational. The objectives must be SMART: Specific, Measurable, Attainable, Realistic, and Time-related.
References: Be sure to include your references as well as your footnotes, as appropriate, using APA.
Submission Guidelines
- All strategic marketing plans should be prepared in MS Word format using a 12-point typeface (Times New Roman), double spaced with no more than inch margins. There are no minimum or maximum page counts, but brevity is appreciated. Adequately address each section of the Marketing Plan; however, if Part 1 is longer than 20 pages, it should be reviewed to determine if all the material is necessary.
- Please be sure to note the beginning number of each section and the name of each section in your strategic marketing plan.
- Graphs and charts are excellent ways to present data and their use is encouraged as is the use of exhibits to provide additional information that does not necessarily belong in the main body of your marketing plan.
- A number one reason why papers are marked down is that the content doesn’t make sense and the writing is sub par. You will be graded on composition and grammar as well as citations. Your facts won’t come from thin air, but a lot of that research work will already have been done in the individual writing assignment. Be sure it transfers to your marketing plan.
- Refer to the grading rubric for specific grading guidelines and be sure to review it prior to submission to maximize your grade potential.