1. Marketing Plan Authors: Prof. Keegan, Prof. Malcolm Presenters: M. Azadi M. Tabatabaei Chapter 8
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4. Marketing Planning Market Needs Wants Strengths of organization Weakness of organization Existing competitors Expected competitors Design for creating value
21. Stages of Marketing Plan 1. Mission 2. Corporate objectives 3. Marketing audit 4.SWOT analysis 5. Assumptions 6. Marketing objective and strategies 7. Estimate expected result 8. Identity alternative plans and mixes 9. Budget 10. First year detailed implementation program Phase one -Goal Setting Phase Two –Situation Review Phase Three-Strategy Formulation Phase Four-Resources allocation and monitoring Measurement and review