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THINK LITERACY: Cross-Curricular Approaches, Grades 7-12

Student/Teacher Resource

Writing for a Purpose: Using Templates: Writing a Marketing Plan

Introduction to Marketing Grade 11 (BMI3C): (Marketing Opportunities)

The Marketing Plan Components

A marketing plan is a dynamic document, which focuses on bringing marketing strategies to life. The marketing plan is a roadmap for carrying out marketing activities and implementing marketing strategies. It is a multi-step process that requires the following parts.

Part 1: Introductory Information

Introduction of the product/firm and detailed product description

Industry data (e.g. industry growth statistics, type of industry etc.)

Customer Analysis Identification of target markets: Characteristics (Demographics and Psychographics) Potential market size (number of people, sales estimates in units and dollars) Reference to potential international markets

Competitor Analysis

Identification of current competition : (discussion of their position in the Marketplace, strengths and weaknesses, their image etc.)

External Environment Analysis of economic, technological, political, legal, cultural and social environments as applicable.

S.W.O.T. Analysis Strengths, weaknesses, opportunities and threats based on the above (e.g., company resources, customers, competitors, and the external environment). The S.W.O.T. analysis should provide a summary of the key points.

Part 2: The Marketing Program

The suggested approach for Part 2 is to ensure Objectives, Strategies and Tactics are discussed for each element of the marketing mix. Definitions and examples for these terms are provided below using an example of a fragrance for males, aged 15-29.

Objectives: Objectives are simply the goals. The objective provided here would be one of the promotional (advertising) objectives for the new brand. Example: Create awareness of the brand and achieve a 5% market share within the specified market segment. Strategies: Strategies are broad plans of action companies develop to help them attain their objectives. Example: Use non-traditional advertising.

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