Concepts of Marketing Mix and its Usage

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

MARKETING PLAN2
Executive Summary
Marketing plan can be illustrated as the blueprint of the marketing strategies for the
forthcoming year. It is an indispensable part of the business plan that discusses the present
market position as well as deigns the future strategy to acquire its target market. There can be
numerous approaches to a marketing plan; however, for the purpose of this marketing plan, a
strategic audit has been conducted first on the background of John Good Shipping discussing
its present macro, micro environment, internal resources, capabilities and SWOT. Secondly,
the long-term objectives of the firm has been identified. Lastly, a marketing plan has been
developed with the help of a well-defied marketing mix and marketing budget.

MARKETING PLAN3
Table of Contents
Introduction................................................................................................................................5
Description.................................................................................................................................6
Strategic Audit.......................................................................................................................6
Macro.................................................................................................................................6
Micro..................................................................................................................................7
Internal resources and capabilities.....................................................................................7
SWOT analysis...................................................................................................................8
Objectives...............................................................................................................................9
Mission...............................................................................................................................9
Vision.................................................................................................................................9
Corporate objectives.........................................................................................................10
Marketing objectives........................................................................................................10
Strategic decisions................................................................................................................11
Models..............................................................................................................................11
Options.............................................................................................................................12
STP...................................................................................................................................12
Branding...........................................................................................................................14
Tactics..................................................................................................................................14
Marketing Mix.................................................................................................................14
Tools to contingency planning.............................................................................................15
Marketing Budget.................................................................................................................16

MARKETING PLAN4
Conclusion................................................................................................................................17
References................................................................................................................................18