executive summary this is the first thing or the only thing your reade

EXECUTIVE SUMMARY
This is the first thing (or the only thing) your readers are going to read. However, this should be the last thing you write — it is a summary of substance of what follows. A very rough guide is that your Executive Summary is no longer than one sentence per paragraph of the entire plan.
A table of contents should follow the executive summary.

SITUATIONAL ANALYSIS
As opposed to Current Marketing Situation and Threats and Opportunities Analysis in Table 2.2 (p.65) of your textbook, simply follow the situational analysis format from Component 1 of the project, being sure to support this with written prose to fully explain your implication and insights. While it is tempting to simply copy and paste your situational analysis from Component 1.2, you should further refine your situation analysis such that the subsequent sections of STP and marketing mix follow logically from here

OBJECTIVES and ISSUES
Use SMART goals to define the marketing objectives. You can briefly discuss how the stated objectives are relevant to the key issues in situational analysis (e.g., the dual purposes of the new product).

MARKETING STRATEGY
This is your opportunity to discuss and justify your Targeting and Positioning decisions. Specifically, you should draw a strong link between your decisions here and the insights and implications highlighted in the situational analysis. If the tables and map from Component 2 will help the reader here, and should be included. Use written prose to leave the reader with a logical focus on your proposed strategy and, most importantly, ensure these are strongly justified.
1. Mission Statement, Positioning and Value Proposition
2. Product Strategy
3. Pricing Strategy
4. Place (Channel) Strategy
5. Promotion (Integrated Marketing Communication) Strategy

While Table 2.2 of your textbook suggests including the marketing mix items here as well, you are better off to move the marketing mix discussion to the next section.

MARKETING PROGRAM
You may organize your discussion around an action plan table. The discussion will include your justifications based on your marketing strategy, the insights from your situational analysis as well as any relevant marketing concepts from the textbook/lecture discussion.

Each of the 4 Ps relevant class PPT notes has some suggestions of what you should consider in this section to help guide and justify your decisions.

CONTROLS
Outlines the metrics to be tracked and any additional research to be done about the consumers, competition or company

SUSTAINABILITY
Apply the sustainability principles to your product and business. A strong sustainability model can also help you attract customers and increase sales.

REFERENCE & APPENDIX
If an appendix appears in your document BUT is not referred to in the main body, it is of no use and of no relevance. However, appendices should merely be supplemental materials. If comprehension of your marketing plan depends on the appendices, then those appendices will be included in the total word count
Word Limit: 3000 words for the body. Cover page, table of content, executive summary, references, tables, figures and appendices are NOT included in that. Appendices can provide supporting information if the reader wants it, but do not expect the CEO (or decision-maker) to read them. The body of the plan must stand on its own.

PRESENTATION (20% of the project mark)

Presentations dates/times will be arranged in advance by the Instructor.

EXECUTIVE SUMMARY
This is the first thing (or the only thing) your readers are going to read. However, this should be the last thing you write — it is a summary of substance of what follows. A very rough guide is that your Executive Summary is no longer than one sentence per paragraph of the entire plan.
A table of contents should follow the executive summary.

SITUATIONAL ANALYSIS
As opposed to Current Marketing Situation and Threats and Opportunities Analysis in Table 2.2 (p.65) of your textbook, simply follow the situational analysis format from Component 1 of the project, being sure to support this with written prose to fully explain your implication and insights. While it is tempting to simply copy and paste your situational analysis from Component 1.2, you should further refine your situation analysis such that the subsequent sections of STP and marketing mix follow logically from here

OBJECTIVES and ISSUES
Use SMART goals to define the marketing objectives. You can briefly discuss how the stated objectives are relevant to the key issues in situational analysis (e.g., the dual purposes of the new product).

MARKETING STRATEGY
This is your opportunity to discuss and justify your Targeting and Positioning decisions. Specifically, you should draw a strong link between your decisions here and the insights and implications highlighted in the situational analysis. If the tables and map from Component 2 will help the reader here, and should be included. Use written prose to leave the reader with a logical focus on your proposed strategy and, most importantly, ensure these are strongly justified.
1. Mission Statement, Positioning and Value Proposition
2. Product Strategy
3. Pricing Strategy
4. Place (Channel) Strategy
5. Promotion (Integrated Marketing Communication) Strategy

While Table 2.2 of your textbook suggests including the marketing mix items here as well, you are better off to move the marketing mix discussion to the next section.

MARKETING PROGRAM
You may organize your discussion around an action plan table. The discussion will include your justifications based on your marketing strategy, the insights from your situational analysis as well as any relevant marketing concepts from the textbook/lecture discussion.

Each of the 4 Ps relevant class PPT notes has some suggestions of what you should consider in this section to help guide and justify your decisions.

CONTROLS
Outlines the metrics to be tracked and any additional research to be done about the consumers, competition or company

SUSTAINABILITY
Apply the sustainability principles to your product and business. A strong sustainability model can also help you attract customers and increase sales.

REFERENCE & APPENDIX
If an appendix appears in your document BUT is not referred to in the main body, it is of no use and of no relevance. However, appendices should merely be supplemental materials. If comprehension of your marketing plan depends on the appendices, then those appendices will be included in the total word count
Word Limit: 3000 words for the body. Cover page, table of content, executive summary, references, tables, figures and appendices are NOT included in that. Appendices can provide supporting information if the reader wants it, but do not expect the CEO (or decision-maker) to read them. The body of the plan must stand on its own.

PRESENTATION (20% of the project mark)

Presentations dates/times will be arranged in advance by the Instructor.

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