Professional Documents
Culture Documents
Marketing Plan
Introduction
Develop an introduction to the plan explaining why the plan has been prepared.
Background
Provide summary information, for example:
product (when introduced, life cycle stage, sales, number of variations)
company (when started, specialisations, growth, sales, customers, employees)
industry (when started, size, growth, value, segments)
specific market (type of market, growth, size, value, segments, when started).
Describe customers
Describe competitors
Marketing objectives
Discuss marketing objectives and in relation to overall business objectives.
Marketing performance
Explain the approach to measuring performance including details of marketing metrics.