(Based on material presented in Roberts, Internet Marketing; Integrating Online and Offline Strategies)
iExecutive Summary (1 3 pages)
This should be the last section written, although placed at the front of the report. The purpose is to summarize the entire action plan in 1 3 pages in case one of the decision makers reads only this far.
I. Overall Business Objectives
II. Specific Marketing Objectives III. Business Situation/SWOT Analysis I Internal Situation Performance Analysis Data on Programs of A Similar Nature, If Available Resource Availability and Allocation External Situation Markets Competitors Technological Infrastructure Value Chain Summary: Strengths, Weaknesses, Opportunities, Threats IV. Marketing Problems and Opportunities VI. Identification of Target Market/Market SegmentsI VII. Marketing Action Plans Product/Service Price Integrated Marketing Communications Online and offline Customer Acquisition, Conversion and Retention Plans as appropriate based on objectives Distribution/Fulfillment Quality and Customer Service Technological Infrastructure and Data Requirements VII. Testing Plans, if appropriate Plan for Testing Critical Marketing or Program Variables Plan for Usability Testing of Web Site VIII. Evaluation Techniques IX. Budget X. Implementation Timetable