Writing a Marketing Plan #4Today I will: learn the structure of a marketing plan

So I can: see the importance of building a marketing plan to success of a businessI will know I’m successful when: I am able to put the basic elements of a marketing plan to work in an actual scenario.

Text Books needed, but no reading to start.

Marketing Plan – a formal written document that directs a company’s activities for a specific period of time.

Writing a Marketing Plan is the #1 skill you will gain from this class.

Elements of a Marketing Plan:

1) Executive Summary2) Situation Analysis (SWOT and PEST)3) Objectives4) Marketing Strategies5) Implementation6) Evaluation and Control

Turn to P. 38 Outline

Use as ongoing

reference

Elements of a Marketing Plan: Keep pg. 38 open

1) Executive Summary Brief overview of entire marketing plan.

2) Situation Analysis (SWOT and PEST)3) Objectives – What will the plan accomplish?

SMART: specific, measurable, achievable, realistic, timed.

4) Marketing strategies – positioning, identify target markets and marketing mix strategies

5) Implementation – Time table of actions6) Evaluation and Control – Set performance

standards, evaluation and corrective action

Assignment:Working with your elbow partner – a DECA-style role play. Spend 10 minutes preparing a Marketing Plan. Using the scenario below, one of you will be the main presenter – someone simply talking to a friend (judge). Two will be selected randomly. Following their role play, the entire class will engage in a discussion of what they liked as well as suggestions.

Presenter – you are currently the manager of a grocery store located in the suburbs. You’ve always dreamed of opening your own gourmet grocery store. You recently discovered a location that would be ideal. It is next to an upscale development of homes and townhomes, an office park and a strip mall with well kept shops of all kinds Your plan is to carry high-end brands, fresh meats and seafood, produce, flowers and prepared foods. Your target markets are office workers and area families.

Activity – explain to your friend the importance of developing a good marketing plan and its components. Discuss the following elements:1) Importance of developing a Marketing Plan2) Identify your market segments3) Give a brief SWOT analysis of the overall situation4) Discuss basic elements of an Environmental Scan of the area5) State your marketing goals and objectives