Marketing Plan Worksheet Template Page 2
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13I.
Executive Summary
The executive summary is a synopsis of the overall marketing plan. The executive summary is
easier to write if you do it last, after you have written the entire marketing plan.
II.
Situation Analysis
A.
The External Environment
Competitive Pressures
Identify the firm's major competitors (brand, product, generic, and total budget):
Identify the characteristics of the firm's major competitors:
Size
Growth
Profitability
Target markets
Products
Key strengths and weaknesses
Key marketing capabilities (production, distribution, promotion, pricing)
List any potential (future) competitors not identified in the preceding.
Economic Growth and Stability
Identify the general economic conditions of the country, region, state, and local area
in which the firm operates:
Explain the economic climate with respect to customers:
Inflation
Consumer confidence
Purchasing patterns (buying power)
Business-to-business economic conditions
Political, Legal, and Regulatory Issues
Identify any political activities that affect the firm or the industry:
Changes in elected officials (domestic or foreign)
Industry (lobbying) groups
Consumer groups
Identify any changes in international, federal, state, or local laws and regulations that
affect the marketing activities of the firm or the industry:
Recent court decisions
Recent rulings of federal, state, local, and self-regulatory agencies
Changes in global trade agreements or trade law
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Parent category: Business