2 Executive Summary

Contemporary Marketing , Second Canadian Edition

Boone/Kurtz/MacKenzie/Snow

Components of the Marketing Plan

Executive Summary

The Executive Summary follows your cover page (which includes your business name, title of the report, contact information, and date) and table of contents page. Its purpose is to provide a quick, high-level review of the marketing plan. It allows the reader to understand the document’s purpose, scope, and focus, the most salient points discussed, and the conclusions and recommendations presented as a result of the analysis. While it does serve as a synopsis of the longer, more detailed original document, it should also provide the reader (typically a decision-maker) with enough information to be confident of the analysis and recommendations, and make informed judgments about the situation at hand (e.g., to approve/reject the plan, or at the very least, whether or not the original document is worth the time to read for further consideration). While there is no standard length for the executive summary, this section typically ranges in length from 1 to 10 pages, or 10% of the length of the complete marketing plan, depending upon the level of detail and technical nature of the plan, the degree of importance of the decisions to be made as a result of the plan, and the intended audience. Because the information contained in this section is dependent upon what is written in the other sections of the marketing plan, it is completed last.

Questions To Get You On Your Way

What type of company are you?

|Production |Wholesaling or Retailing |Manufacturing |Service |

List ways that your company will follow the marketing concept:

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State your company’s primary goal for business: