You are required to write a comprehensive marketing plan for a small business enterprise. The purpose of this project is to demonstrate the depth of your understanding of this course.
The Marketing Plan should be based on the following structure:
Executive Summary
Overview of the entire marketing plan. It must give a good understanding of your business and a good reason why someone should invest or fund your venture. This section introduces and highlights the overall plan. It’s designed to provide an “abstract” style view or a quick read for the decision-maker. In the Executive Summary, you need to address these areas:
Product/service introduction
Vision statement (what do you want to achieve)
Value proposition (what values do you provide to customers)
Positioning statement (how do you want to be perceived in the market)
Marketing Situation
Industry analysis (description of your industry)
Identify your customers – ideal clients.
What is their demographic profile?
What are their values, interests, choices?
How do they like to do business (online, face to face, etc.)?
Where are they located?
Why would this person buy your product or service?
Competitive analysis (your competition):
Where are they located?
How long have they been in business?
What are their target markets?
What are the unique selling points?
What are the strengths and weaknesses?
Analyze your business
SWOT Analysis
Define your difference: USP – what is your unique selling point?
What is your elevator pitch?
What is your customer journey?
AIDA Analysis:
Attention
Interest
Desire
Action
Loyalty
Buyer Persona (who should be targeted in your plan
Strategy:
In this section, you need to outline your action plan. This is your strategic vision.
Marketing budget ($200,000)
Marketing team
Pricing strategy
Public Relations strategy
Social media strategy
Advertising strategy
After-sale strategy
Monitoring and measuring strategy
Marketing budget/financials
Sales, expenses, and profit
Conclusion
- What would a successful campaign look like for you/your organization?
Be specific on how you will be reaching your goal
