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Marketing Plan

APPENDIX A
Marketing Plan Worksheets

These worksheets will assist you in writing a formal marketing plan. Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to:

1. Organize and structure the data and information you collect during the situation analysis.
2. Use this information to better understand a firm's strengths and weaknesses, and to recognize the opportunities and threats that exist in the marketing environment.
3. Develop goals and objectives that capitalize on strengths.
4. Develop a marketing strategy that creates competitive advantages.
5. Outline a plan for implementing the marketing strategy.

As you complete the worksheets, it might be useful to refer back to the text of the chapters. In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the SWOT analysis, you should be honest about the firm's characteristics. Do not depend on strengths that the firm really does not possess. Honesty is also important for your listing of weaknesses.


I. Executive Summary

The executive summary is a synopsis of the overall marketing plan. It should give an overview of the entire plan and include the key elements of the marketing strategy and its implementation. The executive summary is easier to write if you do it last, after you have written the entire marketing plan.

II. Situation Analysis

A. The Internal Environment (refer to Exhibit 3-3)

Review of marketing goals and objectives

Identify the firm's current marketing goals and objectives.

State whether these goals and objectives are:

Consistent with the firm's mission
Consistent with recent changes in the external environment
Consistent...