Marketing Plan



Marketing Plan Outline

I. Executive Summary

A high level summary of the marketing plan.

II. The Challenge

Brief description of product to be marketed and associated goals, such as sales figures and strategic goals. 

III. Situation Analysis

Company Analysis

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Goals
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Focus
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Culture
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Strengths
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Weaknesses
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Market Share
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Customer Analysis

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Number
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Type
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Value drivers
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Decision process
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Concentration of customer base for particular products


Competitor Analysis

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Market position
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Strengths
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Weaknesses
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Market shares
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Collaborators

Subsidiaries, joint ventures, and distributors, etc.


Climate

Macro-environment PEST analysis:

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Political and legal environment
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Economic environment
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Social and cultural environment
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Technological environment
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SWOT Analysis

A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:

The firm's internal attributes can be classed as strengths and weaknesses

The external environement presents opportunities and threats


IV. Market Segmentation

Present a description of the market segmentation as follows:

Segment 1

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Description
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Percent of sales
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What they want
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How they use product
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Support requirements
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How to reach them
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Price sensitivity
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V. Altenative Marketing Strategies

List and discuss the alternatives that were considered before arriving at the recommended strategy. Altenatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc. 

IV. Selected Marketing Strategy

Discuss why the strategy was selected, then the marketing mix decisions (4 p's) of product, price, place, and promotion. 

Product

The product decisions should consider the product's advantages and how they will be leveraged. 
Prodcut decisions should include:

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Brand name
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Quality
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Scope of product line
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Warranty
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Packaging
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Price

Discuss pricing strategy, expected volume, and decisions for the following pricing variables:

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List price 
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Discounts
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Bundling
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Payment terms and financing options
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Leasing options
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Place

Decision variables include:

Distribution channels, such as direct, retail, distributators, and intermediates

Motivating the channel- for example, distributor margins

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Criteria for evaluating distributors
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Locations
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Logistics, including transportation, warehousing, and order fullfillment


Promotion

Advertising, including how much and which media

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Public Relations
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Promotional programs
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Budget; determine break-even point for any additional spending

Projected results of the promotional programs


VII. Short and Long term Projections

The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis. 

VIII. Conclusion

Summarize all of the above.

Appendix

Exhibits

Calcuations of market size, commissions, profit margins, break-even analysis, etc.