Module 13 Marketing Plan. How to write marketing plan.

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Presentation transcript:

Module 13 Marketing Plan

How to write marketing plan

The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. Essentially the Marketing Plan: forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions. forces the marketing personnel to look externally in order to fully understand the market in which they operate.

sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support. is a key component in obtaining funding to pursue new initiatives.

The Marketing Plan is generally undertaken for one of the following reasons: Needed as part of the yearly planning process within the marketing functional area. Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem. Is a component within an overall business plan, such as a new business proposal to the financial community.

Elements in Marketing plab Part 1: Purpose and Mission Part 2: Situational Analysis –Product, Market Analysis –Distribution Analysis –Competitor Analysis –Financial Analysis –Other Analysis

Part 3: Strategy and Objectives –Marketing Strategy –Marketing Objectives Part 4: Tactical Programs –Markets –Product –Promotion –Distribution –Pricing –Others

Part 5: Budgets,Performance Analysis, Implementation –Budgeting and Analysis –Implementation Part 6: Additional Considerations

This plan is aimed at individual products and product lines, however, it can be adapted fairly easily for use in planning one or more strategic business units (SBU). The page length suggested for each section represents a single-spaced typed format for a plan focused on a single product. Obviously for multi-product plans lengths will be somewhat longer.