C 1 APPENDIX C Sample Marketing Plan - Cengage

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 compo

marketing plan. The plan focuses on the company’s growth strategy, suggesting The plan focuses on the company’s growth strategy, suggesting ways in which it can build on existing customer relationships, and on the develop-

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