Scribd
Upload
110 views

Marketing Plan Outline: I. Executive Summary

The marketing plan outline includes an executive summary and sections on situation analysis, market segmentation, alternative strategies, selected strategy, and short and long term projections. The situation analysis covers the company, market, customers, competitors, and SWOT analysis. The selected strategy discusses the product, price, place, and promotion decisions for the 4 P's of marketing. Projections estimate the immediate and long term effects of the selected strategy.

Uploaded by

Ashish Pere
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
110 views

Marketing Plan Outline: I. Executive Summary

The marketing plan outline includes an executive summary and sections on situation analysis, market segmentation, alternative strategies, selected strategy, and short and long term projections. The situation analysis covers the company, market, customers, competitors, and SWOT analysis. The selected strategy discusses the product, price, place, and promotion decisions for the 4 P's of marketing. Projections estimate the immediate and long term effects of the selected strategy.

Uploaded by

Ashish Pere
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

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

Vision & Mission Objectives Focus Culture Strengths Weaknesses Market share

Market Analysis

Size Growth Diversity Channels

Customer Analysis

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

Competitor Analysis

Market position Strengths Weaknesses Market shares

Environment Analysis 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.

IV. 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

Description Percent of sales What they want .. ..

V. 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. VI. Selected Marketing Strategy Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion. Product 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

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

VII. 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. VIII. Conclusion Summarize all of the above.

Appendix Exhibits Calculations of market size, commissions, profit margins, break-even analyses, etc.

You might also like