Mar 3023 Chapter Notes - Chapter 2: Swot Analysis, Strategic Planning, Marketing Plan
Document Summary
Be focused on a limited number of goals. Be customer-oriented and focused on satisfying basic customer needs and wants. Executive summary: s(cid:455)(cid:374)opsizes the (cid:373)arketi(cid:374)g pla(cid:374)"s (cid:373)ai(cid:374) poi(cid:374)ts. Situation analysis: analyzes the environment within the following key sections market summary, swot analysis, competition. Marketing strategy: defines the target market and outlines the positioning and marketing mix strategies based on specific, measurable, and realistic objectives. Financials: details the financial projections, including the sales and the expensive forecasts and break-even analysis. Market summary: describes the current state of the market. Swot analysis: a(cid:374) e(cid:448)aluatio(cid:374) of a fir(cid:373)"s stre(cid:374)gths (cid:894)s(cid:895), (cid:449)eak(cid:374)esses (cid:894)w(cid:895), opportunities (o), and threats (t) Sales forecast: projects how many units of a product the company expects to sell during a specific time period; must be as accurate as possible. Expensive forecast: an estimate of the costs the company will incur to create, communicate, and deliver the product.
