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Strategic Marketing Plan


(1) Executive Summary - Final summary

(2) Financial Projections

(a) - Summary of business performance
A quantitative summary of the last 3 years’ performance using key financials, e.g., volume and gross contribution.
-
Suggested format - table or graph plus a very brief summary of reasons for good or bad performance
(b) – Summary of financial projections
The purpose: to summarise, for the person reading the plan, the financial implications over the 3 year planning period.
- Suggested format – a simple line graph showing revenue and gross contribution for each of the 3 years of the plan.
- Could also show 3 years leading up to the plan.
- (Also look at the sales forecast of Weatherpruf case study, see back
- pages of session 2 handout)



(3) Market overview

- Examination of the business environment
- Where are we now? How did we get here? Where are we going?

- Internal and External Audit......

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Approximate Word Count: 568
Approximate Pages: 3 (250 words per double-spaced page)

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