© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use.

Not authorized for sale or distribution in any manner.

This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-1
MARKETING PLANS AND BUSINESS PLANS

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-2
MARKETING PLANS AND BUSINESS PLANS
MEANINGS, PURPOSES, AND AUDIENCES

 “If you have a real product with

a distinctive point of difference
that satisfies the needs of
customers, you may have a
winner.”
 Target Audience and Purpose
 Kind and Complexity of the Organization

 Industry

 Business Plan
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-3
FIGURE A-1 Elements in typical marketing and
business plans targeted at different audiences

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-4
MARKETING PLANS AND BUSINESS PLANS
QUESTIONS ASKED BY OUTSIDE AUDIENCES

 Is the Marketing/Business Idea Valid?

 Is the Idea Distinctive?
 Is There a Market for the Offering?
 Are the Financial Projections Realistic?
 Are the Key Personnel Capable?
 Will Investors Get Their Money Back?
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-5
MARKETING PLANS AND BUSINESS PLANS
WRITING STYLE SUGGESTIONS

 Use a Direct, Professional Style

 Be Positive and Specific; Avoid

Superlatives

 Use Numbers for Impact

 Use Bullet Points

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-6
MARKETING PLANS AND BUSINESS PLANS
WRITING STYLE SUGGESTIONS

 Use A-Level and B-Level Headings

 Use Visuals—Photos, Illustrations,

Graphs, and Charts

 Develop a Plan that is 15-20 Pages

 Use Care in Layout, Design, and

Presentation
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-7
 MARKETING PLAN OUTLINE

 Table of Contents
 Executive Summary
 Company Description
 Strategic Focus and Plan
• Mission • Core Competency and
Competitive Advantage
• Goals
▪ Financial
▪ Non Financial
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-8
 MARKETING PLAN OUTLINE

 Situational Analysis

• SWOT Analysis

• Industry Analysis

• Competitor Analysis

• Company Analysis

• Customer Analysis
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-9
 MARKETING PLAN OUTLINE

 Market-Product Focus

• Marketing and Product Objectives

• Target Markets

• Points of Difference

• Positioning

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-10
 MARKETING PLAN OUTLINE

 Marketing Program

• Product Strategy

• Price Strategy

• Promotion Strategy

• Place (Distribution) Strategy

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-11
 MARKETING PLAN OUTLINE

 Financial Data and Projections

• Past Sales Revenues

• Five-Year Projections

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-12
 MARKETING PLAN OUTLINE

 Organization

 Implementation Plan
 Evaluation

 Appendix A: Key Personnel

Biographies
 Appendix B: Detailed Financial
Projections
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-13
 Business Plan

A business plan is a road map for

the entire organization for a
specified future period of time,
such as one year or five years.

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide A-14