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Chapter 7 Marketing Planning Nobody plans to fail.People fail to plan. Executive Summary Mission Statement External Analysis Market Situation Customer Base Competition Internal Analysis Strengths and Weaknesses Market Segmentation and Positioning Goals and Objectives Action Plan Property-Level Marketing Plan Executive Summary Introduction Market Assessment Restaurant Market Overview Customer Attitudes Competitive Environment Business Performance Mission Statement Market Objectives and Strategies for the Year Ahead Positioning Statement Action Plan Advertising Role of Advertising Advertising Objectives Advertising Strategies Creative Creative Objectives Creative Strategies Rationale Media Media Objectives Media Strategy National Tactics–Timing Promotions Role of Promotions Promotion Objectives Promotion Strategies National Marketing Calendar Local Store Marketing Objectives Public Relations Objectives Pricing Product Development Priorities Unit Expansion Program New Territories Program Research National Consumer Research Commission Syndicated Research Participation Image Research Consumer Perception Facilities New Product Intelligence Media Trends Competition: Media Spending and Creative Execution Storyboard Testing Franchise Marketing Support System Structure Key Marketing Responsibilities The Franchisor Planning Advertising Creative Media Plans and Buys Research Promotion Franchise Support Regional Co-ops Local Franchisees Budget Corporate-Level Marketing Plan Marketing Plan Outline Executive Summary Mission Statement External Analysis Market situation Customer base Competition Direct competitors Indirect competitors Name: _____________________________________________ Location: _____________________________________________ Number of rooms: __________Number of employees: __________ Skills and attitudes of employees: __________ Annual occupancy: __________ Busines