CHAPTER 8

Marketing Plan
GROUP 2
 To understand the relevance of industry
01
and competitive analysis to the market
planning process.

To describe the role of marketing research

02

Massive X presentation to DesignBall team

in determining marketing strategy for the
marketing plan.

03 To illustrate an effective and feasible

Massive X

procedure for the entrepreneur to follow

LEARNING in engaging in a market research study.

OBJECTIVES 04 To define the steps in preparing the

marketing plan.

05 To explain the marketing system and its 2

key components.

06 To illustrate different creative strategies

such as social media that may be used to
C differentiate or position the new venture’s
products or services.
b
c
Marketing Plan Meljie de Guzman
SHOULD AN ENTREPRENEUR PAY ATTENTION TO THIS?
 “The Industry analysis is defined
as an assessment tool designed
to offer business entity a
comprehensive idea about the
complex nature of a specific
industry.”
Industry
Analysis
The purpose of an industry
analysis is to compare your
business or business idea to the
industry as a whole.
 Competitor Analysis

 is a statement of the business

strategy and how it relates to
the competition.

 competitive analysis helps the

entrepreneur develop a
competitive edge that will help
create a sustainable revenue
stream.

entrepreneur.com
C

b
1
c
Document the current strategy of
Competitor Analysis each primary competitor

STEPS
 3
Competitor Analysis Analyze the Data

STEPS

Will the new venture imitate a

2
particular competitor?
Identify strength and
weaknesses of each
competitor Will it try to satisfy needs in the
market that are not being filled by
any other company?
 01 To understand the relevance of industry
and competitive analysis to the market
planning process.
To describe the role of marketing
02

Massive X presentation to DesignBall team

research in determining marketing
strategy for the marketing plan.

03 To illustrate an effective and feasible

Massive X

LEARNING procedure for the entrepreneur to follow

in engaging in a market research study.
OBJECTIVES 04 To define the steps in preparing the
marketing plan.

05 To explain the marketing system and its 8

key components.

06 To illustrate different creative strategies

such as social media that may be used to
C differentiate or position the new venture’s
b products or services.
c
Objective 2
Marketing Research for
the New Venture
It’s the simplest way for
entrepreneurs to keep up
with market trends and
maintain a competitive edge
by sizing up your business
opportunity.
Marketing Research for the
New Venture
Step 1: Defining the Purpose or Objectives
Step 2: Gathering Data from Secondary Sources
Step 3: Gathering Information from Primary Sources
Step 4: Analyzing and Interpreting the results
 1
Defining the Purpose or
Objectives
a

This is often the most difficult step

since many entrepreneurs lack
knowledge or experience in marketing
and often don’t even know what they
want to accomplish from a research
study.
 2
Gathering data from
secondary sources
Before considering either primary
sources or commercial sources of
information, the
entrepreneur should exhaust all free
secondary sources
 3
Gathering data from
primary sources
Gathering primary data involves a data
collection procedure—such as observation,
networking, interviewing, focus groups, or
experimentation—and usually a data
collection instrument, such as a
questionnaire.
SAMPLE
SURVEY
The questions are designed to satisfy the
objectives of the entrepreneur, which
are to ascertain the need, location, and
determination of the most important
services to offer and price.
 brings together 6-10 people in a room to
provide feedback regarding a product, service,
concept, or marketing campaign.

FOCUS GROUPS
participants are recruited based on their
purchase history, demographics,
psychographics, or behavior and typically do
not know each other.
 4
Analyzing and
Interpreting the results
The results should be evaluated and
interpreted in
response to the research objectives that were
specified in the first step of the research
process.
What is the difference
between BUSINESS PLAN Meljie de Guzman
and MARKETING PLAN?
YES! They are DIFFERENT
C

Marketing Plan

Difference

Business Plan
C

Marketing Plan

Definition
Marketing plan - focuses on all marketing
activities of a business. It will vary
significantly for a firm depending on the
industry, target market, and the size and
scope of the organization.
C

Business Plan

Definition Business plan - is the road map for

the entire organization over time. It
focuses on not just marketing issues
but also such decisions as research
and development, operations,
manufacturing, personnel, financial
projections and analysis, and future
growth strategies.
 To understand the relevance of industry
01 and competitive analysis to the market
planning process.

To describe the role of marketing research

02 in determining marketing strategy for the

Massive X presentation to DesignBall team

marketing plan.

To illustrate an effective and feasible

03 procedure for the entrepreneur to
Massive X

LEARNING follow in engaging in a market research

.study
OBJECTIVES 04 To define the steps in preparing the
marketing plan.

05 To explain the marketing system and its 2

1
key components.

06 To illustrate different creative strategies

such as social media that may be used to
C differentiate or position the new venture’s
b products or services.
c
 UNDERSTANDING THE MARKETING
PLAN

1 2 3

Where have Where do we want How do we

to go? get there?
we been?
 1

Where have
we been?
 2

Where do we want
to go?
 3

How do we
get there?
C

c
Characteristic

Marketing
plan
Characteristic
of a Marketing Plan
 Accomplish
company mission
or goal

Based on facts &

valid assumptions

Marketing
Plan Implementation
should be well
structured

Should be continuity
for each year
 Should be simple and
short

Marketing Plan should be

flexible
Plan

Should specify
performance criteria
 The marketing plan is not intended to be
written and then put aside. It is intended to
be a valuable document that is referred to
often and a guideline for the entrepreneur
during the next time period.
Marketing System
Interacting internal and external factors that
affect venture’s ability to provide goods and
services to meet customer needs
 Management
Suppliers
Team

Company
Financial
Mission
Resources

Internal
Variables
Thank you
Meljie de Guzman
The Marketing Mix

Massive X presentation to DesignBall team

&
Massive X

Steps in Preparing the

Marketing Plan
3
3

Prepared
C by:
Raven
b Cabral
c
 The Marketing

Massive X presentation to DesignBall team

Mix
Massive X

P P P D 3
4

Product Price Promotion Distribution

C
b
c
 C

STEPS IN
PREPARING
THE
MARKETING
PLAN
Sample Flow Chart of a Marketing Pla
 Monitoring the Progress of
C
Marketing Actions
b

c
9
Implementation of the
Market Plan 8 1 Defining the Business Situation.

Budgeting the
Marketing Strategy 7 Preparing the 2 Defining the Target Market:
Opportunities & Threats
Marketing Plan
Marketing Strategy:
Consumer versus
Business-to-Business Markets 6 3 Considering Strengths and
Weaknesses

Defining Marketing 5 4 Establishing Goals and

Strategy and Action Objectives
Programs
 Defining the
Business Situation.
 Describes the past and
present business
achievements of new
venture.

The entrepreneur should

provide a review of past
Situation Analysis performance of the product
and the company.

If it is a new venture, the

background will be more
personal.
 Defining the
Target Market:
Opportunities &
Threats
.
 Specific group of potential

Target Market customers toward which a

venture aims its marketing
plan.
 Market Process of dividing a market
into definable and

Segmentation measurable groups for

purposes of targeting
marketing strategy.
c
b
C
Massive X

Reebok Shoes 1986

Henry Ford’s Model T
3
4

Massive X presentation to DesignBall team

 01 Decide what general market or industry
you wish to pursue.

Massive X presentation to DesignBall team

Process of 02 Divide the market into smaller groups
based on the characteristics of the
Massive X

Segmenting and customer on buying situations.

(e.g., geographic, demographic, psychographic;

Targeting
desired benefits, usage, buying conditions, awareness
of buying intention)
03 Select segment/s to target.
Customers 4
4

04 Develop a marketing plan integrating

product, price, distribution, and
promotion.
C
b
c
Considering
Strengths and
Weaknesses
.
 Establishing
Goals & Objectives
Marketing Goals Statements of level of
performance desired by a

and Objectives new venture.

 Defining
Marketing Strategy
& Action Programs
Marketing Strategy Specific Activities outlined

and to meet the venture’s

business plan, goals, and
objectives.
Action Plan
 Image Service

Warranty Delivery

Product
Time

Price Features

Brand
Style
Name

Packaging
Web
Site
 Price
Competition
Differentiation is

Cost
considered

Mark-ups/Margins
The percentage or amount added to cost in
Materials, Labor, supplier cost, overhead
order to arrive with the Selling Price
 c
b
C
Massive X

Distribution
2
5

Massive X presentation to DesignBall team

 Massive X presentation to DesignBall team
Direct Digital
Promotion Advertising
Massive X

Marketing

Public Relations Sales Promotion 5

3

Personal Selling

C
b
c
Marketing Strategy:
Consumer versus
Business-to-
Business Markets
 Budgeting the
Marketing Strategy
Implementation
of the
Market Plan
 Monitoring the
Progress of
Marketing Actions
THANK
YOU 