Marketing Plan Worksheets

Sample: MARKETING PLAN WORKSHEETS

(Available to students from www.beckmanmarketing8e.nelson.com)

These worksheets are designed to assist you in writing a formal marketing plan. Worksheets are a useful tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to:

1. organize and structure the data and information you collect during the situation analysis

2. use this information to better understand a firm’s strengths and weaknesses and to recognize the opportunities and threats that exist in the marketing environment

3. develop goals and objectives that capitalize on strengths

4. develop a marketing strategy that creates competitive advantages

5. outline a plan for implementing the marketing strategy

By downloading these worksheets in an electronic format, you will be able to change the outline or add information that is relevant to your situation. Remember that there is no one best way to organize a marketing plan. Our outline was designed to provide an analytical framework and to be flexible enough to accommodate the unique characteristics of your situation.

In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your analysis depends on how well you identify all of the relevant environmental issues. Likewise, as you complete the analysis, you should be honest about the firm’s characteristics. Do not claim for the firm strengths that it does not possess. Being honest also goes for your listing of weaknesses. Furthermore, it is important to be realistic in your recommendations. A marketing plan that is appropriate for a large, well-funded company such as Kellogg’s would likely be out of the question for a newly established or small business.

I. Executive Summary

The executive summary is a synopsis of the overall marketing plan. The executive summary is easier to write if you do it last, after you have written the entire marketing plan. Include a description of your product or service, the target market, and the need for it in the market. You should give an overview of the main points. Most importantly, keep in mind that this is your opportunity to sell your marketing plan and entice your audience to read the details of the plan.

II. Company Description and Input from Corporate Strategies

Include a description of the company’s recent history and successes and touch briefly on the strategy for the organization as a whole. This may include elements such as:

• mission

• corporate

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