i. Executive Summary (1 – 3 pages)
I. Overall Business Objectives
II. Specific Marketing Objectives -
III. Business Situation/SWOT Analysis
Internal Situation
Performance Analysis
Data on Programs of A Similar Nature, If Available
Resource Availability and Allocation
External Situation
Markets
Competitors
Technological Infrastructure
Value Chain
Summary: Strengths, Weaknesses, Opportunities, Threats
IV. Marketing Problems and Opportunities
V. Identification of Target Market/Market Segments
VI. Marketing Action Plans
Product/Service
Price
Integrated Marketing Communications -
Online and offline
Customer Acquisition and Retention Plans as appropriate based on objectives
Distribution/Fulfillment
Quality and Customer Service
Technological Infrastructure and Data Requirements
VII. Testing Plans, if appropriate
Plan for Testing Critical Marketing or Program Variables -
Plan for Usability Testing of Web Site -
VIII. Evaluation Techniques
IX. Budget -
X. Implementation Timetable
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