Marketing plan Assignment Structure 1. Terms of reference: This section should explain the scope and limitations of the plan. Who is it for? What will it hope to achieve? 2. Situation analysis: This section should include a summary of the internal/external analysis. What are the key points related to the analysis? Any application of relevant models can be included in an appendix. 3. SWOT analysis: This concludes the internal/external analysis. This could be presented in a table with bullet points. 4. TOWS analysis: This analysis should generate strategic options. These options should be based on the SWOT analysis, although as seen in class you can include the strategic options identified in the case. 5. Option evaluation: Use criteria (e.g. SAF) to evaluate the strategy options and choose a particular course of action. 6. Marketing objectives: Having chosen a strategy option what do you want your marketing activity to achieve? 7. Marketing mix: As a result of your chosen strategy how will it impact on the elements of the marketing mix (7Ps)? 8. Implementation issues: What are the implications of the marketing activity being implemented? McKinsey s 7Ss. Detail of what will happen and when with the aid of timetables for implementation. 9. Control: What metrics will be used to measure whether the marketing strategy is achieving the objectives set?
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