The Strategy Team should provide a high-level (executive) summary of the Marketing Plan for the CEO and other company executives. While this section appears first in MP1070-1 MARKETING PLAN, the Strategy Team should develop this section last. The summary should be no more than a page in length and should briefly and concisely address the key points made in the body. The Marketing Plan Template also covers the current state, vision and mission, goals/objectives, and more.
Whether this is a first-time Marketing Plan or a revision, the Strategy Team should include the company’s Vision and Mission statements. The Strategy Team should briefly and concisely summarize the company’s current situation – what are its products/services, what is being done to market them, what the company’s current customer looks like, the most recent sales/marketing data, etc. The Strategy Team should review the previous year’s Marketing Plan to determine how well the company performed with regard to its goals and objectives and whether the previous year’s goals, objectives, and strategies may have an impact on the current objectives.