Know-How Exchange : Other

Don't let the semantics get in your way. What counts is what your management expects and what's right for the business.

If it were my assignment, I'd start with the findings and conclusions from whatever research you've done. Then based on those I'd go into the SWOT and overall strategy. Then I'd break the overall strategy down into a strategy set for each key area of the marketing mix. I'd be very explicit at this stage about the marketing objective, because the rest of the plan will be based on it.

Then I'd lay out the plan, costs and expected benefits (the ROI), as well as how you'll measure, track and report results throughout the year.

Ideally, you'd get management buy-in to each step before you lay out the next one. That will make it much easier to communicate and gain acceptance. Perhaps it's a series of presentations, separated by a few weeks so you can confirm agreement before you spin wheels on the next step. Of course, you will want to think a few steps ahead at each point, so you can lay the groundwork for what comes next.

Hope this helps.

I agree with mgoodman.

I think much depends on the findings of whatever your prior research was. If it was a large finding with huge implications on the business, then a complete marketing plan may be needed. If not so large in relation to the total business, then you could just provide finding plus recommended changes to the current marketing plan.

Is there a current marketing plan? If not, maybe the marketing plan request isn't related to the findings, but just because it doesn't currently exist. In which case you have 2 separate projects - report of finding with recommendations, and marketing plan or business.