You are to select a company that you have knowledge about and develop a marketing plan for
one of their products or services (either a current or proposed). Your marketing plan should be
presented in a professional format and to a business-like standard. Feel free to include the
company logo and any images that help to support the marketing plan. A suggested format is
provided below. However, you can change the headings if you wish.
• I. Executive Summary [explaining to the reader an outline of the marketing plan]
(100 words)
• II. Table of Contents [use MS Word (or Mac Pages) formatting headings and
subheadings;
Suggested structure of the marketing plan (with approximate word counts):
– 1.0 Situation Analysis [explain the business context]
– 1.1 Market Summary [Describe what the marketplace consists of for the company,
including target markets (either customers, clients or sectors]
o 1.1.1 Market Demographics [who is the typical customer?]
▪ Geographies [where]
▪ Demographics [Who]
▪ Behaviour Factors [of customers]
o 1.1.2 Market Needs [What does the market need from your product/service]
o 1.1.3 Market Trends [What are the current trends in the market]
o 1.1.4 Market Growth [What is the potential for market growth]
– 1.2 SWOT Analysis [conduct a SWOT analysis of the company]
o 1.2.1 Strengths [of the company]
o 1.2.2 Weaknesses [of the company]
o 1.2.3 Opportunities [in the marketplace that can be exploited]
o 1.2.4 Threats [from external competition or market in general]
– 1.3 Competition [who are the leading competitors and why are they significant]
– 1.4 Product/Service Offering [What exactly is on offer by your company]
– 1.5 Keys to Success [What needs to happen to be successful]
– 1.6 Critical Issues [to consider relating to the company]
▪ (1,200 words)
– 2.0 Marketing Strategy [What is the overall marketing strategy that you want to
initiate]
– 2.1 Marketing Main Aim [What do you want to achieve through this strategy?]
– 2.2 Marketing Objectives [A list of marketing objectives to achieve your aim]
– 2.3 Target Market [A detailed description and explanation of the target market]
– 2.4 Positioning [How will you position yourself within the market?]
▪ (1,000 words)
– 3.0 Marketing Campaign [Introduce a marketing campaign for one product or
service]
– 3.1 Marketing Concept [describe the basic idea of your marketing campaign]
– 3.2 Customer Reach [How will the customers see this concept? Digital or print]
– 3.3 Estimated resources needed [time, cost, people (consider outsourcing if needed)]
– 3.4 Timeline [the campaign should last three months – highlight any critical stages of
the campaign, including monitoring]
