1. 6/16/2018
Marketing Plan
Your Name

2. Executive Summary Summarize the opportunity
One or two sentence statement of opportunity
Provide an overview of the plan that you will implement
Document the total 5 year business improvement in
Sales
Market share
Profit

3. Situation Analysis The Market
6/16/2018
Situation Analysis The Market
Market: Past, present, and future
Market size and growth rate –
past and expected future growth rates
Major customer or market needs
Macro-trends impacting the market
Current company or segment market share and market position(e.g. leader, follower, challenger)
Major competitors

4. Situation Analysis The Competition
Who are the key competitors
What are their significant competitive products
Where does there seem to be an opportunity to compete?

5. Situation Analysis: SWOT
Strengths
Weaknesses
Opportunities
Threats

6. Marketing Strategy Objectives
Mission Statement
Marketing objectives (e.g. market share)
One year financial objective (e.g. revenues, profits, growth rate)
Marketing Strategy – HOW will the business achieve these goals?

7. Segment – Target – Position
6/16/2018
Segment – Target – Position
Segmentation Choices for this Market
Why is this the relevant choice
Target Segment(s)
Why is this the most attractive segment
Estimated segment size
Positioning of product or service
Statement that distinctly defines the product in its market and against its competition over time
Consumer promise or value proposition
Statement summarizing the benefit of the product or service to the consumer

8. Product (Service) Strategy
6/16/2018
Product (Service) Strategy
Describe the product or service being marketed. Topics should include, for instance
New product, or product line extension
Product attributes
Product benefits
Product packaging
Product warranties, etc

9. Price Strategy Which of the common pricing strategies will be followed
Why
What is the initial offering price
What is the plan for future price changes

10. Distribution Strategies
6/16/2018
Distribution Strategies
Distribution strategy
Channels of distribution
Summarize channels of distribution
Distribution by channel
Show plan of what percent share of distribution will be contributed by each channel – a pie chart might be helpful

11. Communication Strategy
What are the communication strategies for generating awareness, trial, and adoption?
How are these strategies best suited for the target market?

12. Financials Forecasting method used (Ch 3) Why chosen
Projected Income Statement
Base Year
Qtr 1
Qtr 2
Qtr 3
Qtr 4
Full Year
Sales Revenue
COGS
Gross Profit
SG&A
New marketing expenses
New R&D expense
Operating
Income

13. Implementation Controls
6/16/2018
Implementation Controls
First year goals
Additional year goals
Measures of success/failure (ie.what metrics will be tracked?)
Requirements for success
For instance, what support needed from other departments

14. 6/16/2018
Contingency Plan
Contingency plans if plan if metrics are not meeting goals?