Horti-Business Management (2+0)

Contents of a marketing plan

i.	Executive summary and table of contents	Presents a brief overview of the proposed plan
ii.	Current marketing situation	Presents relevant background data on the market, product, competition, distribution, and microenvironment
iii.	Opportunity and issue analysis	Identifies the main opportunities/threats, strengths/weaknesses, and issues facing the product line
iv.	Objectives	Defines the plan’s financial and marketing goals in terms of sales volume, market share and profit
v.	Marketing strategy	Presents the brand marketing approach that will be used to achieve the plan’s objectives
vi.	Action program	Presents the special marketing programs designed to achieve the business objectives
vii.	Projected profit and loss statement	Forecasts the plan’s expected financial outcomes
viii.	Controls	Indicates how the plan will be monitored