1. Marketing Plan

2. Marketing vs. Business Plans • Marketing Plans • describes the current market position of a business and its marketing strategy • Defines growth, goals, and market size

3. Parts of a Marketing Plan • Executive Summary • Company Description • Strategic Focus and Plan • Situation Analysis • Market – Product Focus • Marketing Program • Financial Data and Projections • Organization • Implementation • Evaluation

4. Executive Summary • Summarizes what is to come • “Sells” the Marketing Plan

5. Company Description • Describes what the organization does • Highlight recent history • Highlight recent success

6. Strategic Focus and Plan • Communicates Mission and Vision • Mission Statement – what you want to accomplish • Vision Statement – how you will accomplish it • Identifies both financial and non-financial goals • Identifies: • Core Competencies – what you do • Competitive Advantage – how you do it better

7. Assignment Create a marketing plan for your Franchise Start With: • Company Description • Strategic Focus and Plan

8. Situation Analysis • Analyze where you were, are, and are going • SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats • Industry, Competition, Company, and Customers Analysis

9. Market-Product Focus • Set objectives • Identify target markets • Identify Points of Difference • Positioning

10. Marketing Program • Identify the marketing mix

11. Financial Data and Projections • Past and Present data • Revenue and Expenses

12. Organization • Organizational chart of management structure • Both current and potential positions

13. Implementation Plan • How will company turn plans into results • Details for strategies

14. Evaluation • Compares results with goal • Determine if there are successes • Makes any deviations necessary