MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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V. GENERATION OF ALTERNATIVE MARKETING PLANS

 

        In this section, you are going to propose alternative marketing plans that will address the key problems and opportunities that face the organization. There are really two major sections to this part of the plan. In general you will either have to change how you try to accomplish what it is you are attempting to accomplish, or change what it is you are trying to accomplish. The two sections correspond to these two approaches.

 

        You will want to explore any and all reasonable alternatives in this section and take a look at how the details of your alternatives change.

 

        Alternatives will tend to vary in terms of the level of analysis that is utilized in determining the key problems and opportunities in the previous section. That is, if your problem has to do with a lack of focus for your organization, you should explore alternatives in terms of where your organization would focus its efforts. On the other hand, if your problem is a lack of awareness of your brand name, you would primarily explore alternatives relative to your promotional strategies and tactics.

 

        In general, you will have to develop a complete outline of this section for every alternative considered.      

 

 

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Executive Summary
Internal Situation Analysis
External Situation Analysis
Problems and Opportunities
Generation of Alternatives

Evaluating Alternatives

Implementation
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