【优质】Principles and Practice of Marketing.docVIP

Marketing Plan Contents Introduction: Using the Marketing Planning Framework Terms of Reference Executive Summary Business Mission External Marketing Audit Macroenvironment The Market Competition Internal Marketing Audit Operating Results Strategic Issues Analysis Marketing Mix Effectiveness Marketing Structures and Systems SWOT Analysis Marketing Objectives Strategic Thrust Strategic Objectives Core Strategy Target Market(s) Competitor Targets Competitive Advantage Marketing Mix Decisions Product Promotion Price Place Organization and Implementation 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 an easily applied structure to marketing thinking and analysis. For maximum value, the framework should be used in conjunction with the discussion if marketing planning in Ch