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Transcript
A. EXPLAIN THE NATURE OF MARKETING
PLANS.
B. EXPLAIN THE ROLE OF SITUATION
ANALYSIS IN THE MARKETING PLANNING
PROCESS.
Entrepreneurship I
Objective 3.03
MARKETING PLAN
A set of procedures or strategies for:
 attracting the target customer to a business
 Achieving marketing goals
THREE REASONS FOR MARKETING PLAN
1. Part of overall business plan.
2. Demonstrates goals and strategies for
upcoming year.
3. Demonstrate intentions for introducing a
new product, entering a new target market,
or trying a new marketing strategy.
BENEFITS OF A MARKETING PLAN
Avoid past mistakes
Better understand your target markets
Goal-setting
Plan marketing strategies
Obtain funding (bank loans, investors, etc.)
Provide Organizational direction
Track Overall Progress
COMPONENTS OF A MARKETING PLAN
Executive Summary
Mission Statement
Situation Analysis
 SWOT Analysis (Strengths, Weakness, Opportunities, Threats)
 Company questions:
 What are the company’s overall goals?
 Customer questions:
 What are our customers buying?
COMPONENTS OF A MARKETING PLAN
Desired Target Market
 What does our target market want and need?
 How will our target market use this product?
 How much will our target market be willing to pay for this
product?
 What message do we want our target market to hear from our
marketing efforts?
Marketing Objectives
 SMART—Specific, Measurable, Achievable, Realistic, and
Time-bound.
COMPONENTS OF A MARKETING PLAN
 Marketing Strategies and Programs
 Communication methods
 Financial Plans
 Details on the expected expenses and profits of the
plan’s programs.
 Performance and Implementation
 Expected Results
 Appendix
 Market Surveys
 Product Photographs
BUSINESS THREATS
A competitor obtains funding for expansion.
 Why a threat?
 More product available
 More efficient operations
Rising inflation rates
 Why a threat?
 Beyond your control. You must adjust your business practices
to accommodate.