The Marketing Plan’s Executive Summary

what is the executive summary in the marketing plan’s structure? It is a summary or synopsis of the entire plan, including the definition of the product or service with their differential advantages over competitors, investment required and the expected results all of which are expressed in numbers of return on investment, sales, profit, market share. It is important when one wants to obtain resources for the implementation of the plan. The primary mission of it is to persuade the reader to read the rest of the plan. Index content.

The information on each one of the topics that interest the reader to the plan, the technical experts will be interested on all the specifications of the product or service, the index itself does not exist will have to find the information you can find easily or happily not what you should not forget to use this instrument. Introduction. At the same explains the features of the project. The aim of the introduction is to describe the product or service so that it knows or not the company, understand exactly what is proposed. Analysis of the situation.

Known as environmental scanning, is divided into four parts called market conditions: general conditions, neutral conditions, competitive conditions and business conditions. General conditions: are the trends in demand and potential customers to which it directs the product or service, if it grows, declines or is level. Neutral conditions: they include the financial factor, to what extent the situation affects the availability of funds. Competitive conditions are presented in detail to the main competitors, their plans, experience, know-how, financial and human resources, suppliers and above all current and future strategies.


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