Marketing Plan Outline

I) II)

Executive Summary The Challenge Brief description of product to be marketed and associated goals, such as sales figures and strategic goals. 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, distributors). Climate (Macro-environmental PEST analysis). SWOT analysis. Segment 1 (description, percent of sales, what they want, how they use product, support requirements, how to reach them, price sensitivity). Segment 2 -----------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. 4Ps (Product, Price, Place,

III)

Situation Analysis

IV) Market Segmentation

V) Alternative Marketing Strategies

VI)

Selected Marketing Strategy

Promotion) Product (brand name, quality, scope of product line, warranty, packaging). Price (list price, discounts, bundling, payment terms and financing options, leasing options). Place (distribution channels, motivating the channels, criteria for evaluating the distributors, locations, logistics including transportation, warehousing and order fulfillment). Promotion (advertising, public relations, promotional programs, budget, projected results of the promotional programs). VII) VIII) IX) Short and Long Term Projections Conclusion Exhibits Forecast of revenues, expenses and break-even analysis. Summary Market size, commissions, profit margins, break-even analysis etc.

Source: QuickMBA. (2010). Marketing plan outline. Retrieved May 18, 2012

from http://www.quickmba.com/marketing/plan/