Lesson 4 Resources Marketing Plan Framework This Assessment Tool contains real world examples, guiding principles, practical worksheets, and information that can help you complete a 4E-based marketing plan for your business.

Summary

This module provides business operators with a step-by-step framework for developing a marketing plan based on the core concepts of experience economy, i.e., 4Es. The framework is accompanied by tools and examples to facilitate the actual
process of preparing a marketing plan.

The framework begins with the mission of the business and proceeds to situation analyses in which operators are directed to analyze internal and external business environments as well as competition. The next step is to segment the market and position the business and establish market oriented marketing goals and objectives for the business. The framework then targets an action plan, to guide business operators in developing effective product, pricing, and promotional strategies. The final section of the framework shows business owners how to develop marketing budgets and control plans.

References for this module