FORMAT OF THE MARKETING PLAN For MMABiz1
I. Executive Summary

(Is done last. Should be 1 page which contains the important sections of the plan. It should start with an intro statement, reasons why you are doing the marketing plan, market situation, industry description, major competitor description, objectives of the plan, target market, key marketing strategies, and a brief description of the action plan for the 4Ps of marketing)

II.

Current Marketing Situation A. Industry Analysis (Describe the industry where the product is competing in.)
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Porter’s Framework (A schematic diagram of Porter’s framework should be done with corresponding explanation) Major Players in the Industry (Include only the key players or main competitors of the product) Competitive Profile Matrix (A tabulation of the major competitors, which includes description, and their 4Ps
+ other details)

Consumer perception and buyer behavior (Include the result of survey here).

B. Macro-Environmental Forces (Should include only relevant information / data that impacts on the category the product is competing in. Cite sources properly. Only 7 sentences are needed per macro-environmental force.)

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Socio-Cultural Technological Economic Political-legal Demographic Natural / Environmental

C. Company Profile (A brief description of the company. Include logo, other product offerings.) - Vision - Mission - Values D. Product Profile - FBA Matrix (Features, Benefits and Advantages in tabular form) - Unique Selling Proposition (USP- how does your product differ from the others. What’s the big idea?) III. Opportunities and Issue Analysis
A. SWOT Analysis (A matrix which provides bulleted sections of each SWOT. An explanation in paragraph form can be done in 7 sentences to explain each components of the SWOT.) B. Key Success Factors (Include an explanation of factors that will be