Download Marketing Plan #4

Today I will: learn the structure of a marketing plan
So I can: see the importance of building a marketing plan
to success of a business
I will know I’m successful when: I am able to put the
basic elements of a marketing plan to work in an actual
scenario.
Text Books needed, but no reading to start.
Marketing Plan – a formal written document that directs
a company’s activities for a specific period of time.
Writing a Marketing Plan is the #1
skill you will gain from this class.
Elements of a Marketing Plan:
1)
2)
3)
4)
5)
6)
Executive Summary
Situation Analysis (SWOT and PEST)
Objectives
Marketing Strategies
Implementation
Evaluation and Control
Elements of a Marketing Plan: Keep pg. 38 open
1) Executive Summary Brief overview of entire
marketing plan.
2) Situation Analysis (SWOT and PEST)
3) Objectives – What will the plan accomplish?
SMART: specific, measurable, achievable,
realistic, timed.
4) Marketing strategies – positioning, identify
target markets and marketing mix strategies
5) Implementation – Time table of actions
6) Evaluation and Control – Set performance
standards, evaluation and corrective action
Assignment:
Working with your elbow partner – a DECA-style role play. Spend 10 minutes preparing a
Marketing Plan. Using the scenario below, one of you will be the main presenter –
someone simply talking to a friend (judge). Two will be selected randomly. Following their
role play, the entire class will engage in a discussion of what they liked as well as
suggestions.
Presenter – you are currently the manager of a grocery store located in the suburbs.
You’ve always dreamed of opening your own gourmet grocery store. You recently
discovered a location that would be ideal. It is next to an upscale development of homes
and townhomes, an office park and a strip mall with well kept shops of all kinds
Your plan is to carry high-end brands, fresh meats and seafood, produce, flowers and
prepared foods. Your target markets are office workers and area families.
Activity – explain to your friend the importance of developing a good marketing plan and
its components. Discuss the following elements:
1) Importance of developing a Marketing Plan
2) Identify your market segments
3) Give a brief SWOT analysis of the overall situation
4) Discuss basic elements of an Environmental Scan of the area
5) State your marketing goals and objectives