Lesson 4 Assessment Tool: Marketing Plan Framework
This Assessment Tool contains real world examples, guiding principles, practical worksheets, and information that can help you complete a 4E-based marketing plan for your business. This Tool can serve as companion activities for Lesson 4. 4.1. Executive summary: This is a summary of the marketing plan, so it is usually prepared after the plan has been completed. It should summarize: Situation analysis results Marketing goals and objectives Proposed marketing actions (strategies and tactics) to meet goals and objectives Proposed marketing budget and key resources that are necessary to implement the marketing actions Expected outcomes of the proposed marketing actions 4.2. Mission Statement: This statement summarizes the guiding principles for your business. Some example mission statements are shown below with the type of information to be included. The three examples are presented in the way that you can see one from a well-established government organization and two from small businesses like yours. Try one on your own after examining the examples. A. Federal Food and Drug Administration (http://www.fda.gov/opacom/morechoices/mission.html): “The FDA is responsible for protecting the public health by assuring the safety, efficacy, and security of human and veterinary drugs, biological products, medical devices, our nation’s food supply, cosmetics, and products that emit radiation. The FDA is also responsible for advancing the public health by helping to speed innovations that make medicines and foods more effective, safer, and more affordable; and helping the public get the accurate, science-based information they need to use medicines and foods to improve their health.” B. The View Restaurant at Indian Kettles (http://www.indian-kettles.com/lake_george_restaurant.html): “Our mission is to provide only the freshest