How to write a marketing plan : the Sunday times

preface 1. introduction what is selling? what is marketing? what is marketing planning? stages in the preparation of a marketing plan summary 2. situation analysis - the marketing audit the audit of the marketing environment the audit of marketing activity the audit of the marketing system the marketing environment - market research practical example internal market research what is market segmentation? information checklist how to present the figures situation analysis SWOT analysis summary 3. objectives, strategies and action plans what is a marketing objective? the product portfolio relative market growth rate and share gap analysis what is a marketing strategy? pricing strategies action plans summary 4. distribution, promotion and budgets the distribution plan the advertising and promotions plan costs and budgets budgeting the cost of a marketing plan summary 5. writing the plan introduction executive summary situation analysis marketing objectives marketing strategies schedules of what/where/how sales promotion budgets and the profit and loss account controls and update procedures summary 6. presenting the plan, follow-up and revision presenting the plan follow-up and revision conclusion appendix - marketing plan for the UK market