Marketing Plan Executive Summary
A marketing plan's executive summary, a summary of all the important and core facts of a marketing plan. The executive summary is usually attached as the first page of the plan and in some cases, it is also handed out as a single document, without the report. The executive summary document is used for almost any kind of plan, report or proposal. Its basic objective is to convey to the reader, the core facts of the report, plan or proposal.
About Executive Summary
Executive summary is used quite commonly in the business and corporate world. There is no formally recommended format for the summary or even the report itself as let's face it, every summary is bound to be unique. Thus, writing the best possible summary, to the point, is necessary. In order to make the summary as precise as possible, here are a few things that you can follow while penning down the summary.
- There are several downloads, examples, samples and formats of the executive summary. Such formats would suggest you to give a background of the company, mission statement and other such unnecessary details about your company. Well it's certainly not needed because, if the reader wants to know about your company he will go on the company's website or research. Thus, avoid anything that points out to the company's image, reputation, mission statements, etc. Here in this report, you need to hit the nail right on the head, in the minimum possible words.
- Start the report with the aim, objective or need, as the situation demands. For example if you are proposing an e marketing strategy, state the basic reason how that plan's execution will bring in a lot of business, revenue and profit, hence in the first few lines describe your logic of the plan and how it is a good business plan.
- Your remaining report will be based upon the first few lines and in the due course of the document, you shall be explaining, what you will be marketing, when you will be marketing, how you would be marketing and to whom you would be marketing it.
- Conventionally the executive summary ends here, however you will need to write an objective, in the form of sales forecast in some cases, like if you are specifically addressing the summary to some person with a certain objective or demand. For example, if you are proposing an Internet marketing business plan, it would be necessary to include the details of your aim and why you are approaching the person.
- Lastly, let the report be comprehensive not very elaborate, crispy and precise all at the same time. The person reading the executive summary does not have time to read your entire plan and report, hence making it as simple as possible is necessary, as I said above hit the nail right on the head.
Marketing Plan Executive Summary: Example
Here is an executive summary example which you can refer to, for guidance.
Introduction AgroVision organic foods caters to consumer food demand. The company manufactures food products from naturally and organically grown harvest. In the same light, the company proposes to expand an already launched brand of health foods, under the brand Harvest Barn. This is the marketing plan for the brand. We are inviting all the supermarkets in your state to market, sell, advertise and distribute the Harvest Barn product range. Product Description The company has launched the Harvest Barn brand and its products on an experimental basis in XYZ city (reports mentioned in the actual plan). The proposed food products go as follows:
Market Potentials The society is growing very health conscious and a need for good, nutrition rich food, which has less contamination and less preservatives has been experienced. The aforementioned products would be manufactured in regionally based plant and would be shipped in the early morning hours, with proper refrigerated logistics. The food products are organic, and are made from naturally grown harvests, the farms are owned by the company. The entire population of the area is targeted as the market and all demographics are taken into consideration. The products that would remain unsold would be taken back by the company for disposal in bio-gas and treatment plants. Survey In order to ascertain the tentative demand, our survey team would come into your individual shops to ascertain the demand. In addition to that a trial week would be conducted. The company offers a perfect 5% commission for sale of every product, in addition to that the refrigeration equipment, advertisements and the logistics would be provided by the company. |
You may have noticed that the entire executive summary sample is short and sticks to the basic facts. One last suggestion, attachment of price list or any financial working to the summary proves to be of significant importance.
