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Please fallow this instruction
develop a marketing plan for a small business (it can be a real business). The project report shall consist
of the following (Refer to the page 61-65 in US edition, page 83-87 in Global edition as an example of
marketing plan). Please keep the product history shorter and focus on the marketing objective,
strategies, activities, evaluation and control.
1. Executive summary
• No more than one page
• The company’s current problems and why it is important to solve them.
• According to the problems, talk about the goals of the Marketing plan.
• Specify the Marketing activities (4Ps) and related Marketing tasks (target customers, etc.). What to
do to reach the goals. Do not include non-Marketing info/activities. Do not use broad or big
terms to cover everything.
• What will happen if we follow the Marketing plan? Expected results. Use numbers to convince the
readers that the Marketing plan is feasible. Do not use broad terms.
• Executive summary is placed at the beginning of a project, but it should be written after all other
parts are done.
2. Company Description
• Industry, Company, Product(s)/Service(s), Markets, Customers, and other important information.
3. Situation Analysis
• Industry analysis, Market demographics, Market needs, Market trends, Company analysis (SWOT
analysis).
4. Business Mission
• The long-term goal of the company, the reason for existence.
5. Marketing Objective
• The short-term goal of the company which should match with the long-term goal and be based on
the findings from industry & company analysis.
6. Marketing Strategy and Activities
• Target marketing strategy (segmentation bases, target markets, positioning).
• The strategies (product, price, place, promotion) used to achieve the marketing objective.
