Marketing Plan Executive Summary – What should be included

ABC Private School Marketing Plan Executive Summary

What should be included in the marketing plan executive summary?

A marketing plan executive summary consist of a basic overview of your complete marketing project. Your marketing plan executive summary should be highly focused and concise so that your ideas can be clearly identified by the reader. Therefore, when writing this section, you should include the following 6 vital components in order to adequately define your vision:

Market Overview

Competitive Overview

Product Overview

Goals and Objectives

Strategies

Action Plan and Implementation Schedule

Section I: Market Overview Your

Market Overview section should consist of a succinct overview of your business market. More importantly, you must lay-out your most crucial facts which should answer the following questions: How great are your market possibilities? What changes are taking place? Is the market slow, steady, or fast? How is the market sectioned? By pricing, age, quality, product usage, or income? Clearly distinguish your target market.

Section II: Competitive Overview

The Competitive Overview section will include information pertaining to your direct and indirect competitors. In example, if you own a coffee shop, then your direct competitor would be another coffee shop in your community and your indirect competitor could be the small sandwich shop down the street. As you are laying-out the details in this section, you should answer the following questions: Who are your direct competitors? Indirect competitors? List both your product’s strengths and weaknesses. What are the main differences between your products and theirs? What are their pricing structures? What are their goals? What are they doing to satisfy their goals?

Section III: Product Overview

The Product Overview section details information about your product. Therefore you must include the following: The purpose of the products. Key features. Pricing structure. Marketing position. Distribution channels. Advertising and promotions tactics.

Section IV: Goals and Objectives

Basically, the Goals and Objectives section will give the reader information on what your business intends to achieve within a three-to-five-year period. Your goals should be challenging, measurable, set on a timescale, and affiliated with projected profits. (SMART Goals)

 Section V: Strategies

Your Strategy is going to be the means to which you achieve all of your goals and objectives. Basically, this is accomplished by formulating a marketing mix. The marketing mix exemplifies the entire marketing process thus aiding you in getting to your goals. Moreover, it is composed of 5 key elements which include: product, place, price, promotion, and people.

Section VI: Action Plan and Implementation Schedule

The Action Plan and Implementation Schedule is also referred to as the Media Plan. The Media Plan details aspect of how you decide to market your business products or services. Such as: Which media will you use? Internet, magazines, newspapers, etc. Offer details on why you choose such media. Describe your budget for each type of media.