Starblast

MARKETING PLAN WORKSHEET

How To Use The Worksheet

These worksheets are designed to assist you in writing a formal marketing plan. Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to:

1. Organize and structure the data and information you collect during the situation analysis.

2. Use this information to better understand a firm's strengths and weaknesses and to recognize the opportunities and threats that exist in the marketing environment.

3. Develop goals and objectives that capitalize on strengths.

4. Develop a marketing strategy that creates competitive advantages.

5. Outline a plan for implementing the marketing strategy.

Remember that there is no one best way to organize a marketing plan. Our outline was designed to serve as a starting point and to be flexible enough to accommodate the unique characteristics of your situation.

As you complete the worksheets, it might be useful to refer back to the text of the chapters. In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the SWOT analysis, you should be honest about the firm's characteristics. Do not depend on strengths that the firm really does not possess. Being honest also goes for your listing of weaknesses.

Worksheet 1

Use this as a checklist in preparation to your marketing project.

Company Vision

• A vision statement is what the organization wants to become.

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Company Mission

• A mission statement concerns what an organization is all about.

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