Marketing Plan (also included in the syllabus) You are to apply concepts covered in readings and lectures; a terminology-laden description is insufficient. Your marketing plan should include the following: Executive Summary (max 1 page): a brief overview of the plan’s main points; give the reader a good understanding of the whole plan. Business Mission and Objectives (1-2 pages) Situation Analysis (1- 2 pages): perform a SWOT analysis, identify your competitive advantage and evaluate the strategic direction of your business. Target Market Strategy (around 2 pages): segment the market and analyze the segments to be targeted. Marketing Mix (4-6 pages): design a marketing mix (4 p’s strategies) that best serves the target market. Conclusion (1 page)
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