A proper marketing plan has 10 sections.
Executive Summary: the marketing plan like all the documents that are submitted to established executive bodies must begin with a brief summary of the whole plan, with basic numerical data and info.
Mission and Vision: the marketing plan includes the company’s “reason of existence”, values and its future intentions and strategic approach.
Situation Analysis: this section includes all the market research results with various subsections. It includes an external analysis (macro environment and micro environment analyses) and an internal analysis (with the assistance of various internal matrices such as BCG Matrix and General Electric Matrix).
SWOT Analysis: the company’s strengths and weaknesses and environmental threats and opportunities for the company, this is the basis for defining the marketing objectives and strategies.
Objectives: the goals that the company plans to achieve, that can be classified based on their characteristics as quantitative or qualitative.
Marketing Strategies: based on the objectives, a marketing strategy is the road map to success.
Marketing Mix: one of the key points of the marketing plan is the design of medium and long-term approach of the 4 Ps (price, place, product, promotion).
Action Program: on this section all the actions to be performed are gathered with specific information, timetables and responsibilities among the personnel.
Provisional Income Statement: the plan must include an income statement with any inputs for which the marketing department is responsible for.
Monitoring and Control: the purpose of this section is to make sure that all 9 sections are followed and the proposed objectives are being achieved.