Transcription of C 1 APPENDIX C Sample Marketing Plan
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C 1 APPENDIX C Sample Marketing Plan
APPENDIX CSample Marketing PlanC 1 Copyright Houghton Mifflin Company. All rights 1 Copyright Houghton Mifflin Company. All rights Marketing PlanThis Sample Marketing plan for a hypothetical companyillustrates how the marketingplanning process described inChapter 2 might be implement-ed. If you are asked to create amarketing plan , this model maybe a helpful guide, along withthe concepts in Chapter Environmental Analysis presents informationregarding the organization s cur-rent situation with respect to themarketing environment, the cur-rent target market(s), and thefirm s current Marketing objec-tives and section of the environ-mental analysis considersrelevant external environmentalforces such as competitive, eco-nomic, political, legal and regula-tory, technological, and sociocul-tural Executive Summary, one of the most frequentlyread components of a marketingplan, is a synopsis of the market-ing plan .
4. The high percentage of reorder business suggests a satisfied customer base, as well as positive word-of-mouth communication, which generates some 30 per-cent of new business each year. B. Weaknesses 1. The highly centralized management hierarchy (the McLemores) and lack of managerial backup may impede creativity and growth. Too few people ...
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