0 Six Part Marketing Plan v1
A Six Section Marketing Plan
Marketing Management
1. Business Mission and Objectives
A. Describe the overall Business of Wells Fargo & Co. Include ownership, key stakeholders.
a) What are the company’s strategic goals over the period covered by this plan?
) Summarize company finances with additional detail for the area of the marketing plan.
c) Summarize the products and services overall.
d) Describe how the
and/products you are focusing on fit the overall product of the company.
B. Problem to be solved by this marketing plan. (In practice, some marketing plans are not
focused on problem solving. Problem focus, though, makes paper clearer.)
a) Describe the problem faced by the company
and/product which this marketing plan
will attempt to solve.
) Describe the impact the problem (a) has today and/or (b) will have in the future.
c) Think carefully about the problem. I need you to be sure (a) it’s important and (b) that
there are ways to succeed in solving the problem.
2. Situation Analysis (including SWOT) for this Marketing Plan
A. Describe the situation the company faces attempting to achieve the objectives defined above. B.
Complete a SWOT for the company relative to the problem. (No more than 6 items in each
quadrant.) There may be SWOT’s you find online but this need to be YOUR thinking here.
C. Consumer Behavior Situation: What consumer behaviors offer leverage to achieve this goal?
What behaviors have to be overcome/changed for success.
D. Summarize the one or two most important type of competition from the four types of
competition discussed in class.
E. Complete a SWOT for one or two key competitions facing the company.
3. Opportunities and Recommendations: Identify SIX Opportunities in the Market or for
Marketing Projects to Solve the Problem. Then Choose 2-3 You Would Recommend
A. Describe 6 opportunities which either in the market or to use marketing in order to solve
the problem. These are NOT projects already planned by the company. Each project needs to
take place in the area of one, or more, of the 4Ps. For each:
a. Name and Describe the Opportunity
. How might the project increase profits in the near term or set the up future profits?
c. What might be the financial costs to the company
d. Describe the market segment which is the focus of the opportunity.
e. What is the competition doing which might prevent success?
B. Create a summary table of opportunities showing for each the strengths, weaknesses, costs,
and potential revenue/profit.
C. Recommend 2-3 opportunities for the company to pursue. Describe why you choose these.
D. Overall plan of action. Specifically describe how this plan will change product, pricing,
promotion (communication) and/or place (sales channel). (Only include those which matter.) B.
Market research. What market research will be needed to succeed with this plan. (You must
ecommend original market research for this term paper.)
C. Coordination: How does the plan impact organizations other than Marketing in the company?
1. What actions must be led by others in the company (e.g. product development)?
2. What actions will require suppliers? What kinds of suppliers (e.g. Ad Agency, etc.)? D.
Schedule for execution. For the assignment, a 1-3 year schedule is appropriate.
4. Evaluating Success. Goals include both metric and non-metric evaluation. Use the 2x2 table I will
present in class (Short term — measured and unmeasurable; Long term — measured and
unmeasurable). You can consider your opportunities individually or as a whole.
A. What are the expected short-term effects of this action?
1. Describe the short-term impacts of this action.
2. What impact can be measured?
3. What impact is unmeasurable?
4. Define any research needed to track effectiveness.
5. What will tell you your plan is working?
B. What are the expected long-term effects of this action?
1. Describe period of time used for your definition of “long term”.
2. Describe the long-term impacts of this action.
3. What impact can be measured?
4. What impact is unmeasurable?
5. Define any research needed to track effectiveness.
6. What will tell you your plan is working?
5. Risk Analysis — Pursuing your selected opportunities.
A. Describe the risks involved with pursing each chosen opportunity?
B. Which risks are most serious and how will you watch for them?
C. Could additional actions make success more likely?
D. Are there any contingent plans to keep on hand in case unexpected risks emerge?
E. If you had a crystal ball and could anticipate an unexpected risk, describe what that risk or
unexpected result might look like? Marketing Plan (2021)