MARKETING PLAN PAPER (MPP)

Suggested Outline and Guide

OUTLINE
CONTENTS
Executive Summary
Table of Contents

PART 1 SETTING
1.1 Background of the MPP
1.2 Objectives of the MPP
1.3 Significance of the MPP
1.4 Scope and Limitation of the MPP

PART 2 METHODOLOGY
2.1 Research Method
2.2 Marketing Plan Analytical Framework

PART 3 EXTERNAL ASSESSMENT

3.1 Environmental Factor Analysis
3.2 Industry Analysis
3.3 Competitor Analysis
3.4 Customer Analysis
3.5 Opportunities and Threats

PART 4 INTERNAL ASSESSMENT (COMPANY ANALYSIS)

4.1 Vision and Mission Statement
4.2 Strategic Direction
4.3 Strengths and Weaknesses

PART 5 MARKET SEGMENTATION

5.1 Geographic Segmentation
5.2 Demographic Segmentation
5.3 Cultural Segmentation
5.4 Behavioral Segmentation

PART 6 MARKETING STRATEGY

6.1 Product
6.2 Price
6.3 Place (Distribution)
6.4 Promotion

PART 7 IMPLEMENTATION PLAN

7.1 Target Results
7.2 Action Plan
7.3 Time Frame
7.4 Responsible
7.5 Resources Needed

PART 8 EVALUATION
PART 9 POTENTIAL PROBLEMS AND PLAN
10 CONCLUSION
11 REFERENCES