Marketing Mark Schedule

Executive Summary and Introduction /10

Summarizes the main issues facing the firm and the main recommendations of the group. A good summary should also present the highlights of the expected results (either the total $ or unit sales, market share, etc. expected) from implementing the proposed strategy.

Analysis of the Market Situation /30

Relevant factors and trends in the environment – PEST analysis /5

4Cs analysis – company, competitors, customers, collaborators /6

Customer analysis in some detail with segmentation /5

SWOT analysis – analysis of the company’s SWOTs /5

Alternatives and decision criteria /9

Strategy and Recommendations /30

Objective of the marketing strategy, in-depth analysis of the target market,

and a positioning statement for the product /5

4 Ps (sufficient detail and analysis of the marketing mix along with links back to

the above analysis) /20

Pros and cons of the proposed strategy /5

Financial Calculations /15

Detailed calculations with projections for at least 3 years including sensitivity of

expected results (optimistic, pessimistic, and realistic scenarios), breakeven analysis,

breakeven market share and how realistic/achievable is that share

Contingency Plan /5

Is there a contingency plan? How comprehensive is the plan and when does it

kick in (if sales are at the pessimistic level, if they are 20% lower than the

pessimistic level, etc.)?

Overall Consistency and Innovativeness of the Marketing Plan /10

Are all elements of the plan consistent with each other? Does the analysis feed

into the plan and is the overall logic consistent throughout the plan (an e.g. of

an inconsistent plan would be going for a premium pricing strategy and then

distributing via convenience stores; or realizing that raising product awareness

is the most important aspect of the plan and then having a very low advertising budget).

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