The Annual Strategic Marketing Plan is designed to identify how the company will execute the chosen strategy and achieve the business’ objectives. The Annual Plan includes:
- An executive summary
- SWOT Analysis – Situation analysis to summarize facts and insights gained from market research and marketing analysis
- The company’s mission statement or long-term strategic vision
- A statement of the company’s key objectives, often subdivided into marketing objectives and financial objectives
- The marketing strategy the business has chosen, specifying the target segments to be pursued and the competitive positioning to be achieved
- Implementation choices for each element of the 4 Ps of the marketing mix – Product, Price, Place, Promotion