Marketing PLan

The Executive Summary is a synopsis of the entire marketing plan. Since our Review Panel only reads this section to determine whether they should spend more time evaluating your plan (and company), it should highlight the main elements of your plan and business strategy, and create a desire to read the rest of the document.

Briefly summarize the following:
 Current Situation, Company Mission & Objectives
 Product/Service Description
 Marketing Objectives
 Major Marketing Programs & Strategy
 Expected Marketing and/or Financial Results
 Keys to Success

The subjects above should contain the answers to the following questions:
 Who? (who is your company? who is target customer?)
 What? (what is the product or service offered?)
 Where? (where is your market located? where will you be implementing your marketing activities?)
 When? (when will your plan be implemented? when do you expect the results?)
 How much? (how much profit, sales, ROI do you expect?)

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