Marketing Plan Format

1. Executive Summary – A summary of the entire plan –

2. Table of Content – your topics and page numbers
3. Lists of tables and figures – Names of your tables and their numbers and the page numbers
4. List of Abbreviations – Abbreviations you are using in the report - words will not be counted up to here
5. Company Background – A small description about your selected company
6. Environment Analysis - start with a summary of your External Analysis (PESTEL factors and Micro factors ) then to Internal Environment
7. SWOT analysis to summaries your analysis – a small description along with that to show your intent to match your strength and opportunities
and your mindfulness about the weaknesses and threats you will face
8. Your Marketing objectives – at least 4 Smart Objectives that are inline with the corporate objectives
9. STP strategy – use segmenting criteria wisely and finish with your positioning statement
10. Marketing Mix Strategy - 7Ps
11. Implementation – your structure, your action plan with timeline and budget and your internal Marketing effort
12. Monitoring and Controlling – right about how you are planning to monitor and control your implemented plan ; Mention your methods and
discuss the controlling effort and mechanism
13. Finally – what is your role as the marketing / brand manager in the marketing plan
14. References
Marketing Plan Format
• Dos – Be precise, Select only what is necessary to write, use charts and tables to save words, You can
use pictures but not a lot. Use academic writing as much as possible. Stick to 4000 -4400-word count .
Write what you plan, not just theory – ( we learnt theory enough, I know theory, tell me your plan) –
• As the assignment says – we are café which is operating and looking to grow – not a we are opening a
café from the sketch remember that.
• During covid I don’t think it’s wise to expand to internationally with all travel and financial restrictions ,
so focus grow inside the island, you can discuss about it in the PESTEL factors and SWOT.

• Don’t - do not bring examples form other industry or other cafes. You have to manage your word
count. don’t over explain and waste your words, you need to read your assignment at least three
times before submitting – do not submit just after you finish it.
• Do not wait till the last moment , start it now