Marketing Plan

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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:

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.


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