What is the geographic location ? What is the organizational mission ? Industry background : Describe the industry ' s historical background . Situational SWOT analysis : Assess the organization ' s environment . Address why your marketing plan is necessary . Include the following : Strengths ( internal ) Weaknesses ( internal ) Opportunities ( external ) Threats ( external ) Market research Why must market research be conducted ? What kind of data will you use : primary , secondary , or both ? Why ? Marketing objectives : List your quantifiable marketing objectives . Explain what you want to achieve . Define estimated dates by which you want to achieve those goals Marketing strategies : Describe the general approach or best way to meet your objectives . Consumer analysis Determine the demographics of the program ' s potential consumers . Determine the psychographics of the program ' s potential consumers . Identify common consumer behaviors of the program ' s potential consumers . Target market Determine the primary market : What are the characteristics of the primary market ? Determine the secondary market : What are the characteristics of the secondary market ? Market segmentation : How will you segment the market ? Why ? Competitive analysis Identify your competitors . Briefly describe your competitors ' strategies . The four Ps Product What types of products , programs , or services are involved , as in a good , service , or idea ? What are the features ? How is it positioned and differentiated from the competitors ?