Marketing Plan Outline

I. Executive Summary
A high-level summary of the marketing plan.

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

III. Situation AnaIysis
Company AnaIysis
O Goals
O Focus
O Culture
O Strengths
O Weaknesses
O Market share
Customer AnaIysis
O Number
O Type
O Value drivers
O Decision process
O Concentration of customer base for particular products
Competitor AnaIysis
O Market position
O Strengths
O Weaknesses
O Market shares
CoIIaborators
O Subsidiaries, joint ventures, and distributors, etc.
CIimate
Macro-environmental PEST analysis :
O Political and legal environment
O Economic environment
O Social and cultural environment
O Technological environment
SWOT AnaIysis
A SWOT analysis of the business environment can be performed by organizing the
environmental factors as follows:
O The firm's internal attributes can be classed as strengths and weaknesses.
O The external environment presents 4554rtunities and threats.

IV. Market Segmentation
Present a description of the market segmentation as follows:
Segment 1
O Description
O Percent of sales
O What they want
O How they use product
O Support requirements
O How to reach them
O Price sensitivity

Segment 2
.
.
.

V. AIternative 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. SeIected 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:
O Brand name
O Quality
O Scope of product line
O Warranty
O Packaging
Price
Discuss pricing strategy, expected volume, and decisions for the following pricing
variables:
O List price
O Discounts
O Bundling
O Payment terms and financing options
O Leasing options
istribution (PIace)
Decision variables include:
O Distribution channels, such as direct, retail, distributors & intermediates
O Motivating the channel - for example, distributor margins
O Criteria for evaluating distributors
O Locations
O Logistics, including transportation, warehousing, and order fulfilment
Promotion
O Advertising, including how much and which media.
O Public relations
O Promotional programs
O Budget; determine break-even point for any additional spending
O 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. ConcIusion
Summarize all of the above.

Appendix

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