A Business Plan is a written document that

defines the operational and financial objectives

of a business over a particular time,
and defines how the
business plans to
accomplish those
objectives.
A Marketing Plan is a document
that includes an assessment of the
marketing situation, marketing
objectives, marketing
strategy, and
marketing initiatives.
Sections of a Marketing Plan
Written with senior leadership
Executive Summary as primary audience,
- Goals
Company description, - Recommendations

purpose, and goals

Marketing situation

Forecasting

Marketing strategy

Measurement and
control
Sections of a Marketing Plan

Executive Summary
Includes historical information
Company description, on business and products,
and the company’s core
purpose, and goals competencies and reason for
existence
Marketing situation

Forecasting

Marketing strategy

Measurement and
control
Sections of a Marketing Plan

Executive Summary

Company description,
purpose, and goals
Contains assessments of:
- Customers
Marketing situation - Competitors
- Product portfolio
- Distribution channels
Forecasting - Marketing environment

Marketing strategy

Measurement and
control
Sections of a Marketing Plan

Executive Summary

Company description,
purpose, and goals

Marketing situation

Anticipated outcome if
Forecasting marketing objectives are met.

Marketing strategy

Measurement and
control
Sections of a Marketing Plan

Executive Summary

Company description,
purpose, and goals

Marketing situation

Forecasting
What actions should be taken
to meet objectives.
Marketing strategy - Target market
- Positioning
- Marketing mix
Measurement and
control
Sections of a Marketing Plan

Executive Summary

Company description,
purpose, and goals

Marketing situation

Forecasting

Marketing strategy How to monitor progress

toward meeting objectives?
- Financial factors
Measurement and - Nonfinancial factors
control
Purposes And Significance
Of The Marketing Plan
 A good marketing plan will:
– Explain both the present and future situations of
the organization
– Specify the outcomes that are expected
– Describe the specific actions that are to take place
– Identify the resources that will be needed
– Be realistic, achievable and measurable
 Communicating the marketing strategy to top
executives is paramount