Marketing Plans – Guidelines and Presentations: 3 Main Sections: 1) Background a

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Marketing Plans – Guidelines and Presentations:
3 Main Sections:
1) Background about company and market, situational review (SWOT), macro-
environmental analysis (6 uncontrollables), competitive analysis
2) Current marketing strategy – value proposition, segmentation/targeting/positioning,
4Ps + people
3) Recommendations – proposed marketing strategy (in-depth)
* Other – one brief financial application (e.g., advertising budget, breakeven analysis,
pricing analysis, etc.); tables/figures/charts/exhibits/appendix material; references
Note: PACADI is not required

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