Marketing Plan Structure Acc to Jobber
Marketing Plan
Contents
Introduction: Using the Marketing Planning Framework
1. Terms of Reference
2. Executive Summary
3. Business Mission
4. External Marketing Audit
Macroenvironment The Market Competition
5. Internal Marketing Audit
Operating Results Strategic Issues Analysis Marketing Mix Effectiveness Marketing Structures and Systems
6. SWOT Analysis
7. Marketing Objectives
Strategic Thrust Strategic Objectives
8. Core Strategy
Target Market(s) Competitor Targets Competitive Advantage
9. Marketing Mix Decisions
Product Promotion Price Place
10. Organization and Implementation
11. Control
Marketing Planning Using the Framework
The marketing planning framework is designed to provide a structured approach to the production of a marketing plan, It follows the stages of the marketing planning process outlined and discussed in Chapter 2 of the textbook.
The framework can be used in a number of ways including:
• Analysing cases that require the production of marketing plan. By following the process described here, a case study can be analysed to create a strengths, weaknesses, opportunities and threats (SWOT) chart. This can then be used to produce practical marketing recommendations.
• Enabling project work that requires a marketing plan to be completed. Project work may take the form of within-module assessment or a separate exercise conducted at the end of a marketing or management course. In both cases the template described here can assist the completion of the report by providing a logical structure to the data collection analysis and the formulation of recommendations.
• Facilitating in-company marketing planning. The framework is not an academic exercise that bears no relation to how marketing planning should take place in the real world. It has been tried and tested within companies and has proven invaluable in providing
Contents
Introduction: Using the Marketing Planning Framework
1. Terms of Reference
2. Executive Summary
3. Business Mission
4. External Marketing Audit
Macroenvironment The Market Competition
5. Internal Marketing Audit
Operating Results Strategic Issues Analysis Marketing Mix Effectiveness Marketing Structures and Systems
6. SWOT Analysis
7. Marketing Objectives
Strategic Thrust Strategic Objectives
8. Core Strategy
Target Market(s) Competitor Targets Competitive Advantage
9. Marketing Mix Decisions
Product Promotion Price Place
10. Organization and Implementation
11. Control
Marketing Planning Using the Framework
The marketing planning framework is designed to provide a structured approach to the production of a marketing plan, It follows the stages of the marketing planning process outlined and discussed in Chapter 2 of the textbook.
The framework can be used in a number of ways including:
• Analysing cases that require the production of marketing plan. By following the process described here, a case study can be analysed to create a strengths, weaknesses, opportunities and threats (SWOT) chart. This can then be used to produce practical marketing recommendations.
• Enabling project work that requires a marketing plan to be completed. Project work may take the form of within-module assessment or a separate exercise conducted at the end of a marketing or management course. In both cases the template described here can assist the completion of the report by providing a logical structure to the data collection analysis and the formulation of recommendations.
• Facilitating in-company marketing planning. The framework is not an academic exercise that bears no relation to how marketing planning should take place in the real world. It has been tried and tested within companies and has proven invaluable in providing