26 Jun BRIEFLY OVERVIEW THE MARKETING PLAN.
Executive Summary
Briefly overview the marketing plan. The purpose of the executive summary is to outline the main features of the marketing plan that will help achieve the organisation’s objectives. The executive summary is often the only part of a report that decision makers read, so it needs to effectively communicate the key issues.
Table of Contents
Introduction
Provide relevant background information on the organisation. This may include some details of the organisation’s history, size, locations, number of employees, revenue, profitability and so on.
Situation analysis
Political forcesExamine the relevant political forces affecting or potentially affecting the organisation. Political factors that require consideration include political stability, government, trade agreements and taxation arrangements.
Economic forcesDescribe the macro-environmental economic forces that influence the organisation and the market; for example, interest rates, economic growth, consumer confidence, income levels, savings levels, the availability of credit, unemployment levels and exchange rates.
Sociocultural forcesDescribe the sociocultural forces at work in the organisation’s market. Social and cultural forces that may influence the organisation include religion, subcultures, multiculturalism, beliefs, attitudes and population trends. Organisations operating internationally may face quite varied sociocultural forces in each of their country-specific markets
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