Organize and structure the data and information you collect during the situation analysis.

Assignment Brief

APPENDIX

Marketing Plan Worksheets

These worksheets will assist you in writing a formal marketing plan. Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to:

1. Organize and structure the data and information you collect during the situation analysis.
2. Use this information to better understand a firm`s strengths and weaknesses, and to recognize the opportunities and threats that exist in the marketing environment.
3. Develop goals and objectives that capitalize on strengths.
4. Develop a marketing strategy that creates competitive advantages.
5. Outline a plan for implementing the marketing strategy.

These worksheets are available in electronic format on our text`s website at www.cengagebrain.com. By downloading these worksheets, you will be able to change the outline or add additional information that is relevant to your situation. Remember that there is no one best way to organize a marketing plan. We designed our outline to serve as a starting point and to be flexible enough to accommodate the unique characteristics of your situation.

As you complete the worksheets, it might be useful to refer back to the text of the chapters. In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the SWOT analysis, you should be honest about the firm`s characteristics. Do not depend on strengths that the firm really does not possess. Honesty is also important for your listing of weaknesses.

I. Executive Summary

The executive summary is a synopsis of the overall marketing plan. It should provide an overview of the entire plan including goals/objectives, strategy elements, implementation issues, and expected outcomes. The executive summary should be the last part of the marketing plan that you write.

II. Situation Analysis

A. The Internal Environment (refer to Exhibit 3.3)

Review of marketing goals and objectives

• Identify the firm`s current marketing goals and objectives.
• Explain how these goals and objectives are being achieved.
• Explain how these goals and objectives are consistent or inconsistent with the firm’s mission, recent trends in the external environment, and recent trends in the customer environment.

Sample Answer

Marketing Plan

I. Executive Summary

This marketing plan sets out a clear, structured pathway for improving the organisation’s competitive position, increasing sales performance, and building long-term customer loyalty. It is designed around a thorough review of the internal and external environment, enabling the identification of strengths, weaknesses, opportunities, and threats that influence the firm’s market success.

The overall aim is to position the organisation as a more dynamic and customer-focused competitor in its industry. This will be achieved by enhancing product quality, improving communication channels with customers, expanding into new segments, and maintaining a strong commitment to the organisation’s core mission and values. The strategy also places emphasis on sustainability, digital transformation, and data-driven decision-making to reflect modern market expectations.

The key goals include:

• Increasing brand awareness by at least 20% within 12 months through targeted promotional activities.

• Expanding the customer base by reaching new geographic and demographic markets.

• Improving customer retention rates by enhancing loyalty programmes and after-sales services.

• Achieving a 15% growth in sales revenue over the next financial year through a combination of product innovation and market expansion.

Implementation will be supported by detailed action plans, clear performance measures, and strong coordination across departments. Monitoring and evaluation processes will ensure that the strategy remains flexible and can respond to market changes. Expected outcomes include stronger brand recognition, higher customer satisfaction, improved financial results, and the creation of sustainable competitive advantages.

II. Situation Analysis

A. Internal Environment

Review of marketing goals and objectives

The organisation’s current marketing goals are rooted in the desire to grow its market presence and improve profitability while maintaining a strong connection with its existing customer base. The main objectives are:

1. Increase brand visibility – The organisation seeks to strengthen its presence in the market by enhancing its online footprint, participating in community engagement activities, and using targeted advertising.

2. Expand market share – This will be achieved through the introduction of new products that cater to emerging consumer needs, as well as the development of partnerships to reach untapped markets.

3. Enhance customer loyalty – Building deeper, long-term relationships with customers through improved service quality, loyalty rewards, and personalised experiences is a top priority.

4. Drive sustainable growth – The organisation aims to achieve consistent sales growth over the long term without compromising its operational or ethical standards.

These goals are translated into measurable targets, such as a defined percentage increase in sales revenue, a set number of new customers acquired, and specific milestones for digital engagement, such as social media followers and website visits.

How these goals and objectives are being achieved

The organisation has implemented several initiatives to meet its objectives. Marketing activities are carried out through a mix of traditional and digital channels. Social media campaigns have been launched to create awareness and engage directly with potential customers, while email marketing has been used to maintain communication with existing clients. Regular promotions and special events have helped stimulate demand during slower sales periods.

Product development teams work closely with the marketing department to ensure that any new product aligns with customer expectations and current trends. Market research is regularly conducted to collect customer feedback and monitor competitor activities. This ensures that the marketing approach remains relevant and adaptable.

To strengthen customer loyalty, the organisation has introduced loyalty cards and reward points, giving repeat customers tangible benefits for continued engagement. Customer service teams have been trained to handle complaints more efficiently, turning potential dissatisfaction into opportunities for positive customer experiences.

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