Marketing Plan - Outline Holmesglen cover sheet Front page Executive summary Table of contents 1. Introduction 1.1 Introduction (the purpose of the report) 1.2 Brief description of the company 1.3 Explanation about why a marketing plan is needed 1.4 The significance of each component of the marketing mix and their inter-relationships; 2.0 Situation Analysis 2.1 External environmental analysis 2.1.1 Political Trends 2.1.2 Economic Trends 2.1.3 Social, Cultural and Demographic Trends 2.1.4 Technological Trends 2.1.5 Environmental Trends 2.1.6 Legal trends 2.2 Industry overview 2.2.1 Description of the Industry 2.2.2 Analysis of the Industry 2.2.2.1 Market Review 2.2.2.2 Critical Industry Success Factors 2.2.2.3 Porters 5 forces 2.2.2.4 Suppliers and Distribution Channels 2.2.3 Competitor Analysis 2.3 Target Markets 2.3.1 Who, attitutes, lifestyle, dempographics 2.3.2 Why the buy, when they buy, how they buy etc 2.4 Internal analysis 2.4.1 Review of situation 2.4.2 Capabilities 2.4.3 SWOT Analysis 3.0 The Brand 3.1 What are the Brand Values 3.2 Positioning Statement and Positioning 3.3 Unique Selling Proposition (USP) 4.0 Marketing Objectives Marketing objectives ( must be SMART) (eg. To achieve an annual growth rate of at least 10% each year, to achieve 15% of sales through the internet/intranet by end of 2013, to increase the number of seats by 10% during peak sales periods, to promote product offerings to become the destination of choice for our Target Market...) 5.0 Marketing strategies 5.1 Product Offering 5.2 Price 5.3 Place – explain where the product will be sold and distributed 5.4 Promotional Strategy 5.5 People, Physical evidence, processes (if a service) 6.0 Marketing Budget 7.0 Calendar of Marketing Activities Prepare a schedule indicating when marketing activities should be actioned , by whom (who is responsible). A table is good way to present this. 8.0 Evaluation 9.0 References Use only credible, reliable academic sources (Google, Wiki, Yahoo, Marketing Teacher, Tutor2You are unacceptable) 10.0 Appendices 10.1 Appendix 1 10.2 Appendix 2 10.3 Appendix 3 etc (only include relevant information that is critical to the readers’ understanding of the marketing plan)