Pano de marketing

I. Executive Summary (The executive summary is a synopsis of the overall marketing plan. The executive summary is easier to write if you do it last, after you have written the entire marketing plan.)

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II. Environmental Analysis A. The Marketing Environment Competitive Forces (Who are our major competitors as of today? What are their strengths and weaknesses?)

(Who are likely to be our major competitors in the future?)

(What response can we expect from our competition if we change our marketing mix?)

(How does the structure of the industry affect competitive forces in the industry?)

Economic Forces (What is the general economic condition of the country, region, state, or local area? Are our consumers optimistic or pessimistic about the economy?)

(What is the buying power of consumers in our target market(s)?)

(What are the current spending patterns of consumers in our target market(s)? Are consumers buying less or more of our product and why?)

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Political Forces (Have recent elections changed the political landscape? What type of industry controls do our new elected officials favor?)

(What is our company doing currently to maintain good relations with elected political officials? Have these activities been effective? Why or why not?)

Legal and Regulatory Forces (What changes in federal, state, or local government regulation are being proposed that would affect the way we operate?)

(What effect will NAFTA and GATT (global agreements discussed in Chapter 5) have on our global opportunities?)

Technological Forces (What impact has changing technology had on our target market(s)?)

(What technological changes will affect the way we operate or manufacture our products?)

(What technological changes will affect the way we conduct marketing activities?)

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