1. Marketing Plan

2. Marketing Plan
A written report that discusses in detail the essential actions to be implemented to achieve the company’s objectives. It may be a part of the overall business plan for a product or service, a brand, a product line or a market. It usually covers one to 5 years.

3. Purposes of the Marketing Plan
It is needed as part of the company’s annual to planning process;
It is necessary for a specialized strategy to introduce something new: a new product, new market or new strategy; and
It is relevant for the overall business plan to achieve the goals of the company

4. Parts of a Marketing Plan

5. Executive Summary
This presents an overview of proposed plan for quick review by management. Ideally, it should not be longer than one page.

6. Purpose and Mission Purpose Mission
Discuss a brief explanation why the plan was created. (to introduce a new product or to enter new markets)
Mission
A long-run vision of the company that answer questions like: Why is the company in business? What markets does it serve? ETC.

7. Situational Analysis
Designed to take a macro view of how things are at the time the plan is presented
Product
Target Market
Distribution
Competitors
Financial Aspect
Other Issues

8. Current Product Analysis
Product attributes
Pricing
Distribution
Promotion
Services Offered

9. Current Target Market
Describe strategy used to reach targeted customers
Describe the characteristics of the targeted customers
Describe the purchasing process
Provide market size estimates

10. Current Distribution Network
Describe the channels/supply chain used to sell/deliver the product
Describe the needs and benefits wanted by distributors
Describe the purchase process
Describe the distributor’s demographics

11. Competitor Analysis
Identify the major competitors in the same target market
Describe competitor’s strengths and weaknesses
Discuss competitive needs

12. Financial Analysis for Product / Product Lines
Make a current sales analysis
Make a profitability analysis
**Although graphs and tables could be used, an explanation of such is required.

13. Environmental Concerns and Opportunities
Describe trends or events that are external that may affect the company’s products or market

14. Summary of Current Situation
Summarize all the findings
Provide as SWOT Analysis for the company’s product

15. Marketing Strategies Identify Marketing Strategies
Determine Financial Objectives
Determine Marketing Objectives

16. Tactical Marketing Programs
This is the focus of the Marketing Plan. It contains a discussion of the detailed tactics to be implemented to achieve the objectives and goals.
It includes:
Target Market Strategies
Product Strategies
Promotion Strategies
Distribution Strategies
Pricing Strategies
Other Strategies (Optional)

17. Budgeting, Performance Analysis and Implementation
This part “sells” the plan to those who will approve it.
Marketing Budget
Outline the spending requirements for each marketing strategy you have identified.

18. Performance Analysis Implementation
Discuss the revenue and expenses for each product depending on your recommended strategies
Implementation
Make a detailed schedule of tasks and persons responsible for the tasks.

19. Controls and Other Considerations
This part discusses how the plan will be monitored