marketing management 9567537 2

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The paper is about the company

The executive summary is a two-to three page summary of the contents of the report. Its purpose is to provide a quick summary of the marketing plan for executives who need to be informed about the plan but are typically not directly involved in plan approval. For instance, senior executives for firms with a broad product line may not have time to read the entire plan but need an overview to keep informed about operations.

The executive summary should include a brief introduction, the majors aspects of the marketing plan, and a budget statement. This is not the place to go into detail about each and every aspect of the marketing plan. Rather, it should focus on the major market opportunity and the key elements of the marketing plan that are designed to capitalize on this opportunity.
It is also useful to state specifically how much money is required to implement the plan.
In an ongoing firm, many costs can be estimated from historical data or from discussions with other executives in charge of specific functional areas. However, in many situations (such as class project), sufficient information is not always available to give exact costs for every aspect of production, promotion, and distribution. In these cases, include a rough estimate of total marketing costs of the plan. In many ongoing firms, marketing cost elements are concentrated in the areas of promotion and marketing research, and these figures are integrated with those from other functional areas as part of the overall business plan.
Conclusion: Write 
a page
 for the conclusion.


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