Your final paper should include a 10 page Marketing Plan, excluding title and reference pages. Required components of your Marketing Plan should include:
1. Executive Summary (A summary of the plan’s highlights and objectives)
2. Market Analysis
o Organization and Products/Services Overview
o SWOT Analysis
o Customers (Customer demographics and needs)
3. Environmental Analysis
o Macro-environmental factors (how economic, sociological, technological, legal, and political factors may affect the marketing plan.)
o Micro-environmental factors (how customers, competitors, distribution channels, and suppliers may affect the marketing plan.)
4. Marketing Goals and Strategies (A discussion of overall goals and strategies)
o Marketing goals (including short-term and long-term goals)
o Financial goals (including short-term and long-term goals)
o Marketing mix
5. Monitor and Control
o Implementation (A discussion of methods of executing, monitoring, and evaluating the plan.)
o Contingency plan (if any)
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