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The Marketing plan

The marketing plan format is one that is utilized by major corporations all over the country. However, writing a comprehensive marketing plan is a difficult and challenging task, yet, the ability to write such a plan is critical to the development of a marketing manager and an organization. As the culmination of the course, apply all that you have learned to develop a comprehensive marketing plan.


First, find a real-world organization or product that you want to assess in terms of the current situation analysis. In other words, ask yourself: Is the industry growing? What is the market share for the organization that they represent? Who is the dominant player in the market place? Remember, you will need to justify your approach using market research and data.

The second step in the process is the actual writing of the plan. Think about the following: What are the goals and objectives for the organization? What is the timing of the plan? What resources will be required to achieve the plan? What are the financial goals?

In your marketing plan, make sure to include the following sections:

Executive Summary and Table of Contents

In the executive summary, make sure you address all the main goals and objectives of your plan. These goals and objectives need to be clear, measureable, and reasonable.

Situational Analysis

A situational analysis presents a snapshot of the market in its current state by describing the company's products/services, target segments, distribution networks, and position of the products/services in the segment, along with competing offerings and relative positioning. It includes current and future assessment of the business conditions and challenges. Within your situational analysis, analyze all the following points:

  • Market Summary
  • SWOT analysis
  • Competitor analysis
  • Product offering
  • Keys to success
  • Critical issues
  • Pricing

Marketing Strategy

The marketing strategy describes the planned direction and goals of the marketing activities, incorporating facts and assumptions about the market size, growth, and financial objectives. Think about the following questions: Where do you see your business going in the next 3-5 years? What is unique about your product portfolio? How will you tell the consumer about your products and unique value proposition? How will you stay connected to your target market’s needs and wants? How will you price your product? Within your market analysis, make sure to address the following:

  • Mission
  • Marketing Objectives
  • Product positioning
  • Marketing mix (4 P’s)
  • Marketing research


The financials of the marketing plan describe a set of five-year revenue, cost, and profit projections for the marketing plan, including any initial startup costs, sales by channel and segment, and profit margins. Think about the following questions: How much do you plan to sell? What are your factory cost targets? What is your profit target by percent and dollar amount? Remember to include the following in your financials:

  • Sales Forecast
  • Profit targets


The controls of the marketing plan describe the budget tactical activities for implementing the plan, as well performance benchmarks for each activity. These include pricing, product configuration, promotion, and distribution performance benchmarks, and plans for changing any of the parameters if performance measures are not met. They are in place to measure forecast and profit attainment. Forecasts should be reviewed monthly and quarterly. Secondly, a 12 month calendar should be developed to clearly target specific dates for product introductions and promotional activity. 

Remember to include the following:

  • Milestones
  • Implementations and timelines


The summary of the marketing plan should summarize the plan by summarizing the size and scope of the opportunity, and reiterating the STP (segmentation, targeting, positioning) and 4 P (product, price, place, promotion) elements of the plan. It should tell the reader that the plan is real, how you will win, and why it is worth pursuing as an organization (RRW). This section should be no longer than one page.

Remember to review the grading criteria as you write the plan to ensure you address all needed elements.

Use the grading criteria to guide your report. Make sure you include details within your analysis to support your ideas. Use proper grammar, spelling, and APA style throughout.

Submitted by UpDated on Thu, 2013-10-10 14:21
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Assignment LASA 2 - The Marketing Plan - (Coca-Cola) - Original

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xxxxxxxxxx xxxx 2 x The Marketing Plan

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xxxxxxx xxxxx xxx COCA-COLA COMPANY xxxxxxxxx PLAN � xxxx xx MERGEFORMAT �1� THE COCA-COLA COMPANY MARKETING xxxxxxxx xxxx \* xxxxxxxxxxx xxxxxxxxxx

The xxxxxxxxx Company xxxxxxxxx Plan

xxxxxx Name

xxxxxx Institution

xxxxxx xxxxxxxxxxx

Insert xxx xxxxx

Table xx xxxxxxxx xxxxxxxxx

Executive xxxxxxx xxxx 3)

Strategic Objectives(pg. xx

xxxxxxxxx xxxxxxxxx pg. 6)

xxxxxxxxx Strategy( pg. xxx

xxxxxxxxx xxxx Financials(pg. 13)

Controls xxxx 13)

Conclusion (pg. xxx


The Coca-Cola Company Marketing xxxx

1.0 Executive xxxxxxxx

xxxx Coca-Cola xxxxxxx and xxx xxxxxxxxxxxx focus on the xxxxxxxxxxx distribution, retailing and xxxxxxxxx of xxxxxxxxxxxxx beverage concentrates xxx syrups throughout xxx xxxxxx xxxxxxxxxx xxx company xx the xxxxx xxxxxxxxxxx xx the xxxxxxxx xxxxxx xxx xx ranked the xxxxx xxx most preferred xx xxxxxxxxx xxxxxxxxxx the world. The company is xxxx known xxx xxx product xxxxxxxxx xxxxxxxx xxxx xxxxxxx xx xxxx xx its xxxxxxxxxxx facilities

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Submitted by neel on Thu, 2013-12-05 01:28
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Assignment LASA 2 - The Marketing Plan

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xxxxxxxxx Plan x Pizzare

Student’x Name

Course Name


Marketing Plan x Pizzare

xxxxxxxxx xxxxxxx

Pizzare Restaurant xxxx xx located in xxxxxxxx of corporate hub and xxxx street xx central xxxxxxxx It will offer the xxxxxxxx taste xx Pizza prepared xx xxxxxxxxxxx xxxx They will xxxx offer xxxxxxx xxxx xxxxxx too xxxx salads, bread stick, xxxxxxx drinks and xxxxxxxx The xxxxxxxxxxx xxxx xx xxx xxxxxxx xxxx xx organic xx xxxxxx and will xx imported from across the xxxxx xx xxxx xxxx xx xxx taste and xxxxx xx xxx xxxxxx The restaurant will xxxx x strong xxxxx xx xxx xxxxxxxxx used xx prepare xxx pizza so as to have x competitive edge in the xxxxxxx as xxxx as xxxxxxxx Dough and other xxxxxxxx used will be fresh xx xxxx best xx the xxxxxxx of xxx xxxxx The xxxxx will xx served xx various xxxxxxxxxx xxx xxxxxxxxxxxxxx xxxxxxxx

The ambience xx xxx restaurant xxxxxxxx will be xx old style xxxx of wooden furniture with a xxxxxx xxxxx on xxx sitting xxxxxxxxxxxx xxxxx xxxx be xxxxxxx

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Submitted by smartwriter on Tue, 2013-08-06 06:32
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marketing plan

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marketing xxxx

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xxxxxxx head: TOYOTA xxxxxxx xxxxxxxxx xxxx xxx PAGE xx xxxxxxxxxxx �1� TOYOTA COMPANY MARKETING xxxx � xxxx \* xxxxxxxxxxx xxxxxxxxx

xxxxxx Company Marketing xxxx






Executive xxxxxxx

Toyota xxxxx Corporation which deals xxxx a xxxx range of xxxxxxxx has manufactured different designs xx xxxx which are xxxxxxx in xxxxx’x xxxxxxxx xxxxxxxxxxxx xx provides a competitive xxxxxxxxx to xxxxx xxxxxxxxx by xxxxxxxxx xxxxxxxxxxx friendly vehicles xxx provides the xxxx efficient fuel xxxxxxx This plan xxxxxx xxxx the xxxxxxxxxxxx of the xxxxxxx with x brief xxxxxxx background and description xx xxx xxxxxx in xxxxx xxxxxx Company xxxxxxxx xxxxxxxxxxx & Hori, 1997). A xxxxxxx situation analysis is xxxxxxxxxx and it xxxxx x clear understanding of the company. It xxxxxxxxx xxx xxxxxxx products, competitors and xxx xxxxxxxxx environments xx xxxxx xx operates. A xxxx xxxxxxxx xx also conducted to xxxx the strengths, xxxxxxxxxxx xxxxxxxxxxxxx xxx threats of xxx business environment. xx the xxxxx xx these factors there is identification of xxxxxxxx issues, xxxxxxxxx objectives and strategies are xxxx defined. A xxxxxxxxx xxxxxxxx xx xxxx xx show xxxxx xxxxxxxxx criteria. There is x financial overview and xxxxxxxxxxx of xxx xxxxxxx’x xxxxx xxx xxx implementation xxxxxxxxxxxx

xxxxx xx xxxxxxxxx


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Submitted by Sumeet on Thu, 2014-03-27 04:32
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Marketing xxxx - xxxxxxx

Student’x Name

xxxxxx Name


xxxxxxxxx xxxx - Pizzare

xxxxxxxxx Summary

xxxxxxx Restaurant will be located xx vicinity xx xxxxxxxxx hub and xxxx street xx central NewYork. xx will xxxxx the xxxxxxxx taste xx Pizza prepared in xxxxxxxxxxx way. xxxx will also offer xxxxxxx xxxx xxxxxx xxx xxxx xxxxxxx bread stick, xxxxxxx xxxxxx xxx deserts. The xxxxxxxxxxx used xx xxx company xxxx xx organic xx xxxxxx xxx will be xxxxxxxx xxxx xxxxxx the world xx xxxx xxxx xx the taste and xxxxx of xxx pizza. The xxxxxxxxxx xxxx have x xxxxxx xxxxx xx the xxxxxxxxx used xx prepare the pizza so as to xxxx a xxxxxxxxxxx edge xx xxx xxxxxxx as xxxx xx xxxxxxxx Dough xxx xxxxx material xxxx will xx xxxxx xx give xxxx xx the xxxxxxx of xxx food. The xxxxx will be xxxxxx in xxxxxxx xxxxxxxxxx and non-vegetarian flavors.

xxx xxxxxxxx xx xxx xxxxxxxxxx ambience xxxx be xx xxx style xxxx xx xxxxxx furniture with x strong xxxxx xx xxx sitting arrangement. xxxxx will xx special

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