Marketing plan.

Marketing plan.

This is the main topic: 6 pages:
Your client, the management team at Cape Breton Highlands National
Park, is interested
in successively
increasing the
number of visitors
to the park in 2015,
2016 & 2017.

1. Furthermore, the marketing plan will be handed in, then plan will be picked so basically the paper have to represent what we would do if they hired us.
A Marketing Plan Framework
Exhibits
As required
• Situation Analysis
• Objectives
• Product/Brand Strategy
• Supporting Marketing Programs
• Financial Documents
• Monitors and Controls
• Contingency Plans

Paper instruction:
Title Page
• Name of product or brand under consideration
• Time period for which the plan is designed
• Person or people submitting the plan
• Person or people to whom the plan is being submitted
• Date of submission of the plan
Introduction
• Should address:
Context (why the plan is being written, in this place, at this time)
Focus and scope of the document
Organization of the document
Situational Analysis
• Should address:
Current performance of the organization
Macro environment
Industry and competitors
Market demand
Customer needs and customer profiles
Other…

Marketing Objectives
• Should be SMART
(Specific, Measurable, Achievable, Relevant, Time-Bound)
• Should be quantitative
• In 2014, must go beyond sales and share
Target Markets
• Should identify the chosen customer base and the rationale for choosing this group v. others
• Description should be as complete as possible and informed by relevant data (i.e. market research and analysis)

Positioning
• Should clearly identify the position the product/brand intends to occupy in the mind of the target buyer
• For ____________ we offer _____________ and we’re better than the competition because of ______________.
• Typically, supported by positioning grids and perceptual maps
Marketing Program (Marketing Mix)
• Identifies how each element of the market mix will be managed, in support of positioning vis-à-vis chosen target segments and in pursuit of marketing objectives

Implementation
• Answers the who, what, when, where and how much questions
• Typically supported by multiple schedules
Financial Analysis
• At a minimum, the plan is going to include:
A. Sales forecast
B. Market budget
• Recognize that even from A and B above, the marketing manager can begin to use measures like Marketing ROI to evaluate the effectiveness of the plan.

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