MARKETING PLAN FORMAT

I. Executive Summary
• synopsis of all the key sections of a marketing
plan
 II. Introduction
• a preliminary part of the paper containing
short details about the business
– Organization and product
– History
 III. Strategic Plan and Focus
• Mission Statement
• Goals and objectives
 IV. Situation Analysis
• 7S (Internal)
• PESTLE (External)
• SWOT Analysis
• TOWS Analysis
 SWOT Example
Strengths Opportunities
1. 1.
2. 2.
3. 3.
4 4
Weaknesses Threats
1. 1.
2. 2.
3. 3.
4. 4.
5. 5.
 TOWS Example
S1, T3
- Strategy
S4, O3, O7
- Strategy
 V. Market-Product Focus
• Segmentation
• Target marketing
• Positioning
VI. Marketing Program, Strategy and Tactics
• References
• Appendices
– Logo
– Location map; Floor plan
– Uniform
– Survey questionnaire
– Pictures