Problem: Prepare a written marketing plan of any public firm. I need to have sources like annual reports, journal articles, newspaper articles, internet articles, etc.
1. Executive Summary
a. Two page summary of the entire plan
2. Company Description
a. Highlights of the firm's historical and recent operations
3. Strategic Focus and Plan
a. Mission
b. Goals
c. Core competency and sustainable competitive advantage
4. Situation Analysis
a. SWOT
b. Industry analysis
c. Competitive analysis
d. Company analysis
e. Customer analysis
5. Market-Product Focus
a. Marketing objectives
b. Target markets
c. Points of difference
d. Positioning
6. Marketing Program
a. Product strategy
b. Price strategy
c. Promotion strategy
d. Place strategy
7. Financial Data and Projections
a. Historical sales revenues
b. Financial projections
8. Organization
a. Organization of the firm
9. Implementation Plan
a. Plan to implement the strategies
10. Evaluation and Control
a. Plan to evaluate and control the strategies