I.Executive Summary – 5
II. Situation Analysis – 15
a. Internal Environment （Pick two of below to discuss）
i. Review of Marketing Goals & Objectives
ii. Review of Current Marketing Strategy & Performance
iii. Review of current and anticipated organizational resources
iv. Review of current and anticipated cultural and structural issues.
b. The External Environment （Pick three of below to discuss）
i. Competition
ii. Economic Growth & Stability
iii. Political Trends
iv. Legal & Regulatory Issues
v. Technological Advancements
vi. Sociocultural Trends
III. S.W.O.T. Analysis – 10
a. The S.W.O.T. Matrix
b. Developing Competitive Advantages
IV. Marketing Goals & Objectives – 10
V. Marketing Strategy – 15
a. Primary (and Secondary) Target Market
b. Product Strategy
c. Pricing Strategy
d. Distribution/Supply Chain Strategy
e. Integrated Marketing Communication (Promotion) Strategy
VI. Marketing Implementation – 15
a. Structural Issues
b. Tactical Marketing Activities (be very specific—this lays out the details of the
marketing strategy and how it will be executed). Fill the Matrix with specific
activities (4 P’s), person/department responsible, required budget, and completion
date.
Specific Tactical Activities Person/Department
Responsible
Required
Budget
Completion
Date
Product Activities
1.
2.
3.
MARKETING PLAN OUTLINE
Pricing Activities
1.
2.
3.
Distribution/Supply Chain Activities
1.
2.
3.
IMC (Promotion) Activities
1.
2.
3.
VII. Evaluation and Control – 10
a. Formal Controls （Pick two of below to discuss）
i. Input Controls (before implementation)
ii. Process Controls (during implementation)
iii. Output Controls (during and after implementation)
1. Overall Performance Standards
2. Product Performance Standards
3. Price Performance Standards
4. Distribution Performance Standards
5. IMC (promotion) Performance Standards
b. Informal Controls （Pick two of below to discuss）
i. Employee self-control
ii. Employee social control
iii. Cultural control
VIII. Marketing Audits – 10 （Pick two of below to discuss）
a. How activities will be monitored
b. What audit will be performed and by whom
c. What corrective actions might be taken to improve performance
d. What elements should be reconsidered and revised if the marketing plan shows little
likelihood of meeting the marketing objectives.
IX. Implementation Schedule and Timeline – 10 (Fill the timetable below)
MARKETING PLAN OUTLINE
a. Product Activities
b. Pricing Activities
c. Distribution Activities
d. IMC Activities
Month ________ ________ ________
ActivitiesWeek 1 2 3 4 1 2 3 4 1 2 3 4
Product Activities
Pricing Activities
Distribution Activities
IMC Activities
Reversed by Dr. Huang on Feb. 18th, 2023.