Research Guides: MAR 4480 Strategic Marketing: Home

Marketing Plan Review

Executive Summary
1. do me last
Situational Analysis
1. Analysis of Internal Environment (company)
2. Analysis of Customer Environment (external)
3. Analysis of Industry/Category Environment (external)
4. Analysis of Competitors (external)
5. Analysis using SWOT (Strengths, Weaknesses, Opportunities Threats)
Marketing Goals & Objectives
1. Marketing Goals
2. Marketing Objectives
Marketing Strategy
1. Primary (and secondary) target market
2. Overall branding strategy
3. Product strategy
4. Pricing strategy
5. Distribution/supply chain strategy
6. Integrated marketing communication (promotion) strategy
Marketing Implementation
1. Structural issues
2. Tactical marketing activities
Evaluation & Control
1. Formal controls
2. Informal controls
3. Marketing audits

New York Times (NYTimes.com) This link opens in a new window
Create an account with your FSU e-mail address to access the NYtimes.com website and app. If you had a prior personal account, please contact the New York Times directly for assistance in canceling, before creating your FSU account. Find them at nytimes.com/help, or 1-855-698-1157, or edu@nytimes.com.
Abbreviation: nytcom
Vendor: The New York Times Company
Type: Newspapers and Newswires
Wall Street Journal (WSJ.com) This link opens in a new window
Use your FSU e-mail address to create an account for access to the WSJ.com website and app. Faculty and staff must refresh their access (check your fsu.edu email) once a year.
Abbreviation: wsjcom
Vendor: Dow Jones & Company
Type: Newspapers and Newswires
Ad Age This link opens in a new window
Ad Age is a resource for advertising and marketing industry news, with data on marketers, ad campaigns, and advertising spending by company and industry wide. To access: 1) create an Ad Age account; 2) enter your @fsu.edu email; 3) select Check Eligibility; 4) register for an account. FSU has access to the Ad Age Digital Edition and Data Center.

Abbreviation: adage
Vendor: Crain Communications
Subjects: Communication, Demography and Population Studies, Marketing, Statistics
Type: Datasets/Statistics