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Marketing Plan Outline: I. Executive Summary

This marketing plan outline details the key sections needed to develop a comprehensive marketing strategy. It includes an executive summary, situation analysis of the company, customers, competitors and macro environment. It also covers market segmentation, alternative strategies considered, the selected 4P marketing mix of product, price, place and promotion. Short and long term projections are provided along with conclusions and appendices. The goal is to develop a marketing strategy to achieve sales targets for a new product.

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Mariam Khairi
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393 views4 pages

Marketing Plan Outline: I. Executive Summary

This marketing plan outline details the key sections needed to develop a comprehensive marketing strategy. It includes an executive summary, situation analysis of the company, customers, competitors and macro environment. It also covers market segmentation, alternative strategies considered, the selected 4P marketing mix of product, price, place and promotion. Short and long term projections are provided along with conclusions and appendices. The goal is to develop a marketing strategy to achieve sales targets for a new product.

Uploaded by

Mariam Khairi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Marketing Plan Outline

I.   Executive Summary

A high-level summary of the marketing plan.( this you Wright in the end)

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

 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.

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
  .
  .
  .

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.

GROUP OF 6 – 8

PRODUCT CATEGORY

TEACHING SOFTWEAR
ENERGY DRINK
COSMETICS
FAST FOOD ITEM
ONLINE CAR SERVICE

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