The document outlines the components of a comprehensive marketing plan, including sections for research strategies, marketing frameworks, and rationale for requesting marketing budgets. It describes the marketing plan as providing a blueprint that influences management, marketing, and finance departments. The plan structure includes sections for an executive summary, company overview, SWOT analysis, competitive analysis, target customers, and specific plans for product, pricing, promotion, and distribution.

1. Maynard
How am I inf luenced?

2.  A comprehensive blueprint detailing mktg research &
strategies

3. framework for conducting
marketing strategies
rationale for request of
money to pay for marketing
performance measure of
success of marketing programs

4.  Management - For planning purposes
 Marketing Dept - To determine marketing actions
 Finance Dept - To determine marketing budget

5.  Cover Page - Professional front of plan
 Table of Contents - Ordered list of all components
 Executive Summary - Summary of all info in marketing plan
 Company Summary - THE COMPANY’s vision and keys to
success
 SWOT Analysis - List of strengths, weaknesses, opportunities
and threats
 Competitive Comparison - List of companies who sell similar
products
 Target Customer Profile - What type of customers you have

6. a. Product Plan – positioning and package description
b. Pricing Plan
c. Promotion Plan
d. Place/Implementation Plan – which markets you will
enter and when

7.  Ideas for future growth opportunities

8.  Advertisement
 Implementation Map