Marketing Plan Guidance
Prepare a marketing plan for an existing product or, think of a new or modification of an existing product. Follow the template as a guide.
The Executive Summary can be taken straight from the business plan or it can be newly written for the marketing plan. Below is a suggested list of things to be included.
Description of the Company
The description of the company should include a brief summary of the company including when it was founded and some general details about your company. It should not be more than about 10 lines and should not go into too much detail about the company’s mission or products and services as this comes later in the Executive Summary.
This should not be anything new and should be taken directly from the Business Plan. Most companies have mission statements from day one and this should be included on all marketing plans.
Products and Services
The information in this category could vary depending on the purpose of the plan. If this is a company wide marketing plan, then all products and services should be listed briefly giving a good description of what each of them can provide. If this marketing plan were specific to a product, then a description in more detail would better suit the marketing plan.
This section should also come straight from the business plan and give a brief description of the financial outlook of the company and what effects may arise if the marketing is not successful. You should not discuss financial plans for the marketing program in this section of the documen