Your Marketing Plan Review
Situation overview
This is a clear, concise overview of the situation and statement of the rationale for marketing the product or service. This will include sections on pertinent history and background of the company including market/industry trends, affected publics, a detailed description of your product or service and your assessment of how and why it will fit the current needs/wants of the target market.
This section should include a SWOT analysis or summary of the trends, competitors, internal strengths and weaknesses, external threats and opportunities which include industry trends and demand, competition, consumer wants and concerns, economic climate, social and/or environmental issues and any technological or regulatory factors that may apply.
Goal and Objectives
photo by David Cornwell
303-420-7102
The goal and objectives of the marketing plan should be stated clearly and simply. The goal is the broad statement of the desired outcome and states the position/mission. The objectives or specific purposes to be achieved in accomplishing the goal should, insofar as possible, be stated as measurable outcomes. Simplest is usually best in the goal and objectives department.
Target Markets
The target markets or publics should be carefully laid out and identified as primary and secondary targets (minimum 1 each primary and secondary) with demographics to include buyer's age range, gender, geographic location and income. The target public profiles should include buying trends, buyer motivations and patterns.
- Who is the buyer?
- Why do they buy?
- When do they buy?
- What kinds of buyers are they?
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