5 key questions
1.what are we now (situation analysis)
2.what we want to be ?(marketing aims and objectives)
3.what is the best route to get there? (strategy)
4.what are the details of the plan (tactics)
5.how do we ensure arrival (communications and control)
essay should under the following structure
Executive Summary
1.External analysis
1.1 macro environment
1.2 market overview – competitor analysis, market size, growth rates, trends (mintel)
1.3 customer analysis – how currently segmented target market/ who they are
2.Internal analysis
-financial
-operation
-market mix effectiveness
-4p analysis (product, price,place,promotion)
3. SWOT analysis
4. Objectives
-mission
-SMART analysis
5. Strategic
-strategic thrust (porter five forces)
-core target markets
-positioning
-branding
6.Marketing programmes
7. Implementation and control
Schedule
Calendars
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