Your marketing plan should start with an executive summary, which gives a quick overview of the main points of the plan.
However, although the executive summary appears at the beginning of the plan, you should write it last. Writing the summary is a good opportunity to check that your plan makes sense and that you haven't missed any important points.
It's a good idea to introduce the main body of the plan with a reminder of your overall business strategy, including:
- What your business is about (your business mission)
- Your key business objectives
- Your broad strategy for achieving those objectives
This helps to ensure that your marketing plan, your marketing strategy and your overall business strategy all work together. For example, suppose your business strategy is based on providing premium quality products and service. Your marketing strategy and plan will need to take this into account, targeting customers who appreciate quality, promoting your product in ways that help build the right image and so on.
External & internal analysis for your marketing plan