There are a variety of styles and formats used for marketing plans. The following section headings will help you organize your plan. The content of the plan is much more important than rigid adherence to a specific format.
I. Executive Summary
The Executive Summary highlights the main goals and recommendations of the marketing plan. It should also briefly address budget requirements and how success will be measured.
II. Business Overview
This section is sometime referred to as the Situation Analysis segment. In a typical marketing plan, it contains relevant background on the market, product, pricing, and distribution situations as well as on competitors. Information Centers can describe their business in these terms as well. Assuming the planning process takes place at the end of a fiscal year, this section may be a recap of the business for the past 12 months. Consider describing your customer base, services required by your customers, and environmental factors......
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Approximate Word Count: 982
Approximate Pages: 4 (260 words per double-spaced page) |