My slideshow is a detailed description of the process of a marketing plan, including the four P's, SWOT, and STP.

1. Marketing Plan
Cassandra Williams

2. The Details
● A marketing plan is defined in our textbook as, “a written
document composed of an analysis of current marketing situation,
opportunities and threats for the firm, marketing objectives and
strategy specified in terms of the ‘four P’s,’ action program, and
projected or pro forma income (and other financial) statements.”
● That may sound like a lot, but it’s easy to break down!

3. The Four P’s
● The four P’s are: Promotion, production, product, and place.
Also known as the “marketing mix.”
● Promotion is communicating value
● Product is creating value
● Price is capturing value
● Place is delivering value

4. Place
● Place deals specifically with retail and marketing channel
management, also known as supply chain management.
● There are a certain set of techniques to make the place aspect run
smoothly and effectively. Suppliers, warehouses, and stores must
run a smooth and seamless operating system so goods and
services delivered in efficient way, while staying on budget

5. Price
● The key to determining price is to figure out how much value a
consumer places on a product, and in turn, how much they are
willing to pay for it.
● The price will need to create a profit

6. Planning, Implementation, Control
● The planning, implementation, and control phases are all
important aspects of the marketing plan.
● Each phase has multiple steps to create the best possible
marketing plan
● The plan may change or be adjusted upon completing a phase, or
a step within the phase

7. Planning Phase
● The planning phase is where a firm or company defines critical
objections. In addition, the firm will also create a mission
statement and a positioning statement.
● A mission statement is a broad description of objectives. A firm
will use their mission statement to answer questions such as,
“What type of business are we?” and “What do we need to
accomplish?”

8. Implementation Phase
● The implementation phase as multiple steps included in it. These
include the SWOT analysis and STP.
● SWOT analysis is strengths, weaknesses, opportunities, and
threats. Strengths and weaknesses are internal, while
opportunities and threats are external.
● STP is segmentation, targeting, and positioning. These important
parts of the marketing plan are how a firm decides which specific
segment of a market to target, and how to position their products
towards said segmented target.

9. Control Phase
● The control phase is how a firm evaluates its performance. This
may include marketing metrics and a portfolio analysis.
● In a portfolio analysis, the management will evaluate the many
products a firm is marketing. After the evaluation, the
management will allocate financial resources in accordance with
the profit.

10. Conclusion
● Every step and phase of the marketing plan plays a crucial role in
creating an effective plan.
● A strategic planning process can go back and forth between steps
and phases to create the most successful plan. This can be
situational.