Marketing Plan
Contents |
Executive Summary
A high-level summary of the marketing plan.
The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.
Situation Analysis
Company Analysis
- Goals
- Focus
- Culture
- Strengths
- Weaknesses
- Market share
Customer Analysis
- Number
- Type
- Value drivers
- Decision process
- Concentration of customer base for particular products
Competitor Analysis
- Market position
- Strengths
- Weaknesses
- Market shares
Collaborators
Subsidiaries, joint ventures, and distributors, etc.
Climate
Macro-environmental PEST analysis :
- Political and legal environment
- Economic environment
- Social and cultural environment
- Technological environment
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 environment presents opportunities and threats.
Market Segmentation
Present a description of the market segmentation as follows:
Segment 1
- Description
- Percent of sales
- What they want
- How they use product
- Support requirements
- How to reach them
- Price sensitivity
Segment 2
. . .
Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.
Selected Marketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.
Products & Services
The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include:
- Brand name
- Quality
- Scope of product line
- Warranty
- Packaging
- Product of Jigsaw Renaissance
- Events
Price
Discuss pricing strategy, expected volume, and decisions for the following pricing variables:
- List price
- Discounts
- Bundling
- Payment terms and financing options
- Leasing options
Distribution (Place)
Decision variables include:
- Distribution channels, such as direct, retail, distributors & intermediates
- Motivating the channel - for example, distributor margins
- Criteria for evaluating distributors
- Locations
- Logistics, including transportation, warehousing, and order fulfilment
Promotion
- Advertising, including how much and which media.
- Public relations
- Promotional programs
- Budget; determine break-even point for any additional spending
- Projected results of the promotional programs
Short & 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.
Conclusion
Summarize all of the above.
Appendix
Exhibits
Calculations of market size, commissions, profit margins, break-even analyses, etc.
Recommended Reading
- Wiki page on Marketing Plan
