The document outlines the key elements of an effective marketing plan, including an executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples of each element. The executive summary should briefly summarize the circumstances and recommendations. The situation analysis describes the company's current position. The objectives state where the company wants to be. The strategies are how the objectives will be achieved and tactics are specific actions that implement the strategies. The budget covers the costs.

1. Creating An Effective Marketing Plan

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3. Key Elements of Marketing Plan Outline or Table of Contents Executive Summary Situation Analysis Objectives Strategies Tactics Budget

4. The outline is the headings of each section with page numbers (remember to include page num­bers—without them, anybody reading your plan is lost). Outline or Table of Contents

5. Begin your marketing plan with a one-page summary of the circumstances and principal recommendations contained in the plan. Executive Summary

6. Summary allows everyone to grasp quickly the main thrust of the plan and then lets them read further in search of the information most critical to his or her part in it. Executive Summary

12. Strategies Strategies are the things you need to do to accomplish your objectives. If your objective is where you want your company to be, the strategy is the route you need to take to get there.

16. Marketing Plan: An Example PlasticMaker Inc.