Your Final Paper will be a ten- to fifteen-page Marketing Plan (excluding title and reference pages). Required components of your Marketing Plan include: Executive Summary (A summary of the plan’s highlights and objectives) Market Analysis ◦Organization and Products/Services Overview SWOT Analysis Customers (Customer demographics and needs) Environmental Analysis ◦Macro-environmental factors (how economic, sociological, technological, legal, and political factors may affect the marketing plan.) Micro-environmental factors (how customers, competitors, distribution channels, and suppliers may affect the marketing plan.) Marketing Goals and Strategies (A discussion of overall goals and strategies) ◦Marketing goals (including short-term and long-term goals) financial goals (including short-term and long-term goals) Marketing mix Monitor and Control ◦Implementation (A discussion of methods of executing, monitoring, and evaluating the plan.) Contingency plan
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