Components of your marketing plan Title page ALWAYS include the correct HEADER SHEET and on each page:

Your name and ID number Tutors name and class code (Mark 1121) Page number/out of (eg: 1/21)
1. Executive Summary - 200 words

A summary of what you are proposing & an overview of why this product, this place and why it will work. Include: a brief description of the country, customers need, a brief description of the product, and why it meets those needs stated above a brief description of what you propose to do, including advantages and disadvantages for marketing any special or outstanding considerations/factors worth noting. NOTE - The executive summary is always written LAST, it summarises what you have done. 2. TABLE OF CONTENTS
3. Situational Analysis

- 1200 words Current Situation What is your Business Mission state it here clearly (To establish and then develop a growing market share of the XXXbillion Euro market in baby food in Germany by supplying high quality organic baby food in pouches exported from England and manufactured by Ellas Kitchen of XXXXX) PESTEL & Supply Chain considerations Market Analysis market segmentation market definition your target market, be specific market size - total vs available market this backs up the above ( Here you will include things like size of the whole market how much baby food is sold each year in Germany? What are your projected sales in year 1 and year 2? Your projected profits in year 1 and year 2? What % of the market is this? Be realistic) Competition and market share (100% of the market may belong to competitors right now, but which ones have how much of it?) Strengths and weaknesses (From SWOT) Market trends (has your research turned up any trends, towards healthier food, or different packaging? For example?)

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Consumer Analysis [5] nature of the buying decision impulse buy, investment participants who participates in this buying decision? Children, spouse, friend psychographics what personality traits, values, attitudes, interests, or lifestyles influence or inform your target customers demographics buyer motivation and expectations what does your customer want & expect, for example I am motivated to buy Mullerlight because it will make me thin and it tastes good. loyalty segments SWOT (Strengths Weaknesses, Opportunities Threats) Identify critical success factors in the industry

4. Your proposition, objectives & strategy - 1200 words Restate your proposition here. This section is where you go into detail. What are your Marketing Objectives back them up with research Include: Market entry method and strategy explain with evidence including internal & external. Such as: Company resources 1.financial 2.people 3.time 4.skills 5.physical plant/infrastructure Objectives (They should be SMART Specific, Measureable, Achievable, Realistic and Time bound) Describe the basic business philosophy & objectives including: 1.financial objectives 2.marketing objectives What are your competitive advantages? Marketing Strategy Your decisions on; markets, targeting and positioning. Consider the 7+ Ps. Give with evidence of your reasoning.
5. Action Program

- 1500 words The operational marketing plan itself and how you will implement it. What product based dec Provide evidence of their link to your SMART objectives. Include a project plan/spreadsheet/Gantt chart with a month by month (24 months in all) list of activity tracking

6. Outline Financials - 300 words This should be a list of headings of all the costs associated with a marketing project of this nature. There does not have to be a numeric value assigned, though you are welcome to put one. You should be able to determine what types of activities would need to be accounted for.

7. Appendix 8. Bibliography