Marketing Plan Section I: Situation Analysis (Internal and Environmental Analysis)
The internal analysis (company history)
Market Description (competitor’s analysis)
Current Marketing Mix Description/Situation ( Existing Product, Price, Distribution, Promotion)
The environmental analysis (SWOT- Strengths, Weaknesses, Opportunities, Threats)
Marketing Plan Section II
Objectives and issues: at least 2 objectives (specific and measurable)
Marketing Strategy:
Branding
Positioning
Target Market (Market Segmentation)
Section III: Your NEW proposed Marketing Mix for your New Shoes company
NEW Proposed Marketing Mix (Product, Price, Place, Promotion)
This should be based on the decisions that you have made throughout the New Shoes simulation.
Provide a description and explain the situation based on the New Shoes simulation
Section IV
Marketing Action Programs
Controls
Conclusion
Executive Summary (belongs at the beginning and summarizes the entire plan)
