Marketing Plan Guidelines And Sample
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19A P P E N D I X
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A
Writing a
Marketing Plan
Have a plan. Follow the plan, and you’ll be surprised how
successful you can be. Most people don’t have a plan. That’s
why it’s easy to beat most folks.
—Paul “Bear” Bryant, football coach, University of Alabama
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WHY WRITE A MARKETING PLAN?
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s a student, you likely plan out much
for the firm, marketing objectives and strategy
in your life—where to meet for din-
specified in terms of the four Ps, action programs,
ner, how much time to spend study-
and projected or pro forma income (and other
ing for exams, which courses to take
financial) statements—enables marketing per-
next semester, how to get home for winter break,
sonnel and the firm as a whole to understand
and so on. Plans enable us to figure out where we
their own actions, the market in which they
want to go and how we might get there.
operate, their future direction, and the means to
For a firm, the goal is not much differ-
obtain support for new initiatives.
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ent. Any company that wants to succeed (which
Because these elements—internal activ-
means any firm whatsoever) needs to plan for
ities, external environments, goals, and forms
a variety of contingencies, and marketing repre-
of support—differ for every firm, the marketing
sents one of the most significant. A marketing
plan is different for each firm as well. However,
plan—which we defined in Chapter 2 as a written
several guidelines apply to marketing plans in
document composed of an analysis of the current
general; this Appendix summarizes those points
marketing situation, opportunities and threats
and offers an annotated example.
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