THE MARKETING PLAN

LEARNING INTENTIONS

Students will be able to:Constructively use a SWOT analysis to form business recommendations

Describe the purpose of a marketing plan

Identify the basic conventions of business writing

THE MARKETING PLAN

Purpose it to answer the following questions:

What is our present situation?Where do we want to go?How do we get there from here? Have we achieved what we set out to do? (Come later)

DETERMINING THE PRESENT SITUATION

Using your textbook, flip to page 293 and identify the key tasks of this step.

Include a brief description of each in your own words.

WHERE DO WE WANT TO GO?

What possible options would a brand have for getting more sales?

Consider Coke – what strategies could the brand employ to bring in more revenue?

HOW DO WE GET THERE – MORE ON THIS LATER

The Marketing Mix – 4 P’s.

Growth Strategies – ensuring your product survives to make you money.

HAVE WE ACHIEVED WHAT WE SET OUT TO?

Why is asking this question important?

What might you have to measure to answer this question?

HAVE WE ACHIEVED WHAT WE SET OUT TO?

Using your textbook, flip to page 297 and identify the key indicators managers use.

Include a brief description of each in your own words.

ACTIVITY 17.1

Get in pairs and look over activity 17.1 (page 295) – answer all questions.

- Hint: Use Melbourne City for question 5!

BUSINESS WRITING CONVENTIONS

Brainstorm – how would a business report look different to an email to a friend or an English essay?