Marketing Plan Outline
Principles of Marketing
Marketing Plan Outline
Outline for Marketing Plan:This outline tells you where to place the information from the previously completed exercises 1-5.
I. Business Mission (exercise 1)
II. Situation Analysis
A. External Environment (exercise 2)
B. SWOT Analysis (exercise 2)
III. Competitive Advantage (exercise 1)
IV. Customer Behavior (exercise 2)
A. Describe the Target Market (exercise 1)
1. Market Segmentation (exercise 4)
V. Marketing strategy
A. Restate the target market (exercise 1)
B. Describe the product/service in-depth (exercise 5)
1. Product
2. Place
3. Promotion
4. Price
VI. Conclusion
Section I. Business Mission
Describes the company in in depth including the business mission statement
Describes the company with the mission statement
Briefly describes the company with mention of the mission statement
Does not describe the company or the mission statement
This criterion is linked to a Learning OutcomeSection II. Situation Analysis
The student has conducted an external audit and includes mention of a SWOT analysis
There has been an attempt at an external audit through a SWOT analysis
There is little mention of the external environment for the product/service company
There is no mention of a situation analysis
This criterion is linked to a Learning OutcomeSection III. Competitive Advantage
Student extensively explains how the company will provide a competitive advantage and which type of competitive advantage will be offered.
Student mentioned the competitive advantage of the product or service but does not go into detail on which type of competitive advantage.
Student makes little mention of how their product or service will provide a competitive advantage
Competitive advantage is not included in marketing plan
This criterion is linked to a Learning OutcomeSection IV. Customer Behavior -Target market -Market segmentation
Customer behavior is addressed through a series of questions (in overview). The target market is addresses and how they will focus on that market through market segmentation
Customer behavior addressed through questions. Target market and market segmentation are included but not detailed
Customer behavior, target market, and market segmentation are touched on but not detailed
Not all elements of Customer behavior, target market, and market segmentation are listed and or explained.
Customer behavior, target market, and market segmentation are not included
This criterion is linked to a Learning OutcomeV. Marketing Strategy -Restate target market -4 P’s
The marketing strategy is addressed through the 4’Ps price, product, place, and promotion. The target market is restated
The marketing strategy is addressed through the 4’Ps price, product, place, and promotion.
The 4’Ps are stated as well as the target market
The generic 4 P’s are stated but does not apply to product or service.
This criterion is linked to a Learning OutcomeVI. Conclusion
The marketing plan is concluded through proper reiteration of core sections.
There is no conclusion to the marketing plan
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