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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?