Marketing Plan Format: Principles of Marketing

Title Page
Table of Contents
Use the headings show in this example as your table of contents.
Introduction to Organization and Product/Service
and Microenvironment
Background and explanation including the one or two products/services you are focusing on
Include main actors in the micro environment (incorporate relevant aspects of Dropbox 2 into this
part; see Chapter 3).
Include a discussion of the main forces in the macroenvironment (incorporate relevant aspects of
Dropbox 2 into this part; see Chapter 3).
Basic Marketing Research
What marketing research does the organization plan (incorporate relevant aspects of Dropbox 2 into
this part)?
SWOT Analysis
Strengths, Weaknesses, Opportunities, Threats – a chart format is OK for this section – see SWOT
section in the Sample Marketing Plan in the etext.
Competitive Analysis
See the Competitive Review section in the Sample Marketing Plan in the etext.
Marketing Objectives
Be specific, preferably measurable objectives, explain – see Objectives and Issues section in the
Sample Marketing Plan in the etext.
Positioning, Target Market and Segmentation
Create a positioning statement or improve upon the one the organization currently has (this can be a
short phrase or one-liner – see page 204 of the etext under “Differentiation and Positioning” for
examples). What is the segment and who is the target market? Prepare a small chart similar to Table
A1.1 in the Sample Marketing Plan in the etext.
Marketing Mix Strategies
Describe strategies for all 4 P’s of marketing, or how to improve what a company is currently doing; See
Marketing Strategy section in the Sample Marketing Plan in etext but describe these in further detail with
full analysis for each separately – this may be your largest section of the report.
Product
Price
Place
Promotion and Integrated Marketing Communication (also incorporate Dropbox 5 into this area)
Ethical, Legal and Privacy Considerations
What ethical and legal issues present themselves? Consider any of these as relevant and describe
how you would address these.
Conclusion
Appendix (optional)
Include any data and graphs or web printouts that are relevant but are too large to fit within the text
of the report. This is an optional section.

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