,

Marketing Plan for:

XXXX
Written by:
(Name)
(Contact Information)
(Date)
Private and Confidential
Private and Confidential
Table of Contents
Execti!e "mmary######################################################################################################################## $
Com%any Descri%tion#####################################################################################################################&
"trategic 'ocs an( Plan################################################################################################################# )
Mission*+ision################################################################################################################################ ,
-oals############################################################################################################################################## .
Core Com%etency an( "stainable Com%etiti!e /(!antage###########################################################0
"itation /nalysis########################################################################################################################### 1
"W2T /nalysis######################################################################################################################### 34
In(stry /nalysis######################################################################################################################34
Com%etitor /nalysis##################################################################################################################34
Com%any /nalysis####################################################################################################################34
Cstomer /nalysis####################################################################################################################33
Market5Pro(ct 'ocs################################################################################################################### 33
Marketing an( Pro(ct 2b6ecti!es############################################################################################33
Pro(ct an( "er!ice Descri%tions##############################################################################################33
Marketing Program#######################################################################################################################37
"ales Process an( Im%act##############################################################################################################3$
'inancial Data an( Pro6ections#####################################################################################################3&
Marketing 2rgani8ation################################################################################################################ 3)
Im%lementation Plan#####################################################################################################################3,
E!alation an( Control#################################################################################################################3.

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Executive Summary
T:e Execti!e "mmary ;sells< t:e marketing %lan to rea(ers t:rog: its clarity an( bre!ity# T:e
smmary s:ol( %resent a (escri%tion of t:e %ro(ct*ser!ice, its target market, an( its nee( =it:in
t:e market# T:e smmary s:ol( also %ro!i(e an o!er!ie= of t:e main %oints of t:e %lan an(
s:ol( em%:asi8e an action orientation#

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Company Description
T:e com%any (escri%tion s:ol( :ig:lig:t t:e recent :istory an( sccesses of t:e com%any or
organi8ation, as =ell as tombstone (ata abot its age, si8e an( geogra%:ic (istribtion# >ey
%artners:i%s t:at im%act marketing acti!ities s:ol( be mentione(# ?e!ene :istory can also be
incl(e( to :el% clarify t:e marketing c:allenge#

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Strategic Focus and Plan
W:ile not incl(e( in all marketing %lans, t:e "trategic 'ocs an( Plan sets t:e strategic (irection
for t:e entire organi8ation#

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Mission/Vision
T:e Mission*+ision statement is a :ig:5le!el, @alitati!e statement t:at s%ecifies t:e o!erall
markets an( %ro(ct lines in =:ic: a bsiness =ill com%ete# / mission statement can (ramatically
affect t:e range of a firmAs marketing acti!ities by narro=ing or broa(ening t:e com%etiti!e
%laying fiel(# /n effecti!e mission statement mst be clear an( (irect, an( s:ol( s%eak to t:e
com%anyAs commitment to cstomers, em%loyees, in!estors*s:are:ol(ers an( %artners*s%%liers#

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Goals
T:e -oals section of a marketing %lan sets bot: financial an( non5financial targets# -oals s:ol(
be in @antitati!e terms, =:ere %ossible, to facilitate measring t:e com%anyAs ftre
%erformance#
Exam%les of a non5financial goals: ;It is recommen(e( t:at /BC Inc# (i!ersify its %ro(ct lines
to ac:ie!e )4 %ercent of sales re!ene in non5tobacco %ro(cts in t:e next fi!e years#< /n( ;/
critical sccess factor for /BC Inc# is to increase market s:are in consmer =ireless (e!ices from
crrent 3.C to o!er $4C =it:in $ years#<
/n exam%le of a financial goal (note it is s%ecific an( measrable): ;It is sggeste( t:at 9DE Inc#
increase sales from F34 million in 7444 to F3) million in 7443#<

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Core Competency and Sustainable Competitive dvantage
W:ereas t:e mission (efines t:e sco%e of a bsiness or bsiness nit an( t:e goals (efine its
strategic %erformance (imensions, its bsiness nit com%etencies (etermine t:e means for
ac:ie!ing sccess#
/n exam%le of a com%etiti!e a(!antage: ;McDonal(sA com%etiti!e a(!antage is its large nmber
of restarants, more t:an (oble its com%etitors, making it more con!enient for cstomers t:an
any ot:er fast foo( restarant in t:e =orl(#<

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Situation nalysis
T:e essence of t:e sitation analysis is taking stock of =:ere t:e firm or %ro(ct :as been
recently, =:ere it is no=, an( =:ere it is :ea(e(# T:e sitation analysis is t:e first of t:ree ste%s in
t:e %lanning stage#

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"W2T /nalysis
T:e "W2T analysis is an effecti!e s:ort5:an( smmary of t:e sitation analysis# T:e acronym is
se( to (escribe an organi8ationAs internal Strengt:s an( !eaknesses an( its external
"%%ortnities an( #:reats# T:is analysis %ro!i(es a soli( fon(ation as a s%ringboar( to i(entify
sbse@ent actions in t:e marketing %lan# T:e "W2T analysis can be effecti!ely %resente( in a
tablar format follo=e( by a text (iscssion t:at elaborates on t:e information in t:e table#
/n analysis to i(entify internal strengt:s an( =eaknesses sally incl(es t:e follo=ing areas in
an organi8ation:
!$en analy%ing& Consider&
Management ex%erience le!el, management style, si8e
2fferings ni@eness, @ality, %rice,
Marketing ty%e an( sco%e of marketing %lan
Personnel @ality an( ex%erience of =orkforce
'inance sales re!enes
Manfactring @ality an( (e%en(ability of s%%liers
? G D %lans for continal %ro(ct im%ro!ement, ? G D b(get
/n analysis to i(entify external o%%ortnities an( t:reats sally incl(es t:e follo=ing factors:
!$en analy%ing t$ese 'actors& Consider&
Consmer*"ocial si8e an( stability of market
Com%etiti!e nmber an( si8e of com%etitors
Tec:nological t:e effect of tec:nology on any facet of t:e bsiness
Economic crrent an( %ro6ecte( economic sitation of market
Hegal*?eglatory t:e effect of legal an( reglatory factors on any facet of t:e
bsiness
In(stry /nalysis
T:e in(stry analysis section s:ol( %ro!i(e t:e back(ro% for a more (etaile( analysis of t:e
com%etition, t:e com%any, an( t:e cstomer# /n in5(e%t: analysis =ill gi!e bot: internal an(
external rea(ers of t:e %lan confi(ence in t:e com%anyAs ability to n(erstan( its o=n in(stry#
Com%etitor /nalysis
/n effecti!e analysis of t:e com%etition s:ol( (emonstrate t:at t:e com%any :as a realistic
n(erstan(ing of its ma6or com%etitors an( t:eir marketing strategies# /s in =it: t:e in(stry
analysis, a realistic assessment makes rea(ers feel confi(ent t:at t:e marketing actions in t:e %lan
are =ell gron(e(#
Com%any /nalysis
T:e com%any analysis %ro!i(es (etails of a com%anyAs strengt:s an( marketing strategies t:at
=ill enable it to ac:ie!e its marketing goals#

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Cstomer /nalysis
/ t:orog: cstomer analysis ans=ers t:e @estion: ;W:o are or cstomersI< Jn(erstan(ing
yor cstomers an( =:at t:ey =ant is critical in satisfying t:em an( %ro!i(ing genine !ale#
Mar(et)Product Focus
Marketing an( Pro(ct 2b6ecti!es
"etting %ro(ct ob6ecti!es an( i(entifying target market segments significantly increases t:e
c:ance t:at a %ro(ct =ill be sccessfl# T:e ob6ecti!es an( goals s:ol( be state( in measrable
terms so t:at t:ey can be measre( (ring t:e %rogram im%lementation an( control %:ases of t:e
marketing %lan#
Target Markets
Becase an organi8ation cannot satisfy t:e nee(s of all consmers, it mst concentrate its
marketing efforts on t:e nee(s of s%ecific nic:es or target markets# In (escribing t:e target
markets, consi(er =:y a %articlar target market =as selecte( an( :o= t:e %ro(ct or ser!ice
meets t:e nee(s of t:e target market#
Points of Difference
Points of Difference are t:ose c:aracteristics of a %ro(ct t:at make it s%erior to com%etiti!e
sbstittes# T:e greatest single factor in a ne= %ro(ctAs failre is t:e lack of significant %oints of
(ifference#
Positioning
/ %ro(ctAs ni@e %oints of (ifference are commnicate( by =ay of a %ositioning strategy#
Pro(ct an( "er!ice Descri%tions
Describe t:e Com%anyAs %ro(cts an( ser!ices# I(entify any %ro(cts or ser!ices t:at =ill be
in!oice( to a cstomer# Pro!i(e a look at t:e %ercentage of re!enes re%resente( by eac: %ro(ct
or ser!ice#

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Mar(eting Program
E!eryt:ing t:at :as gone before in t:e marketing %lan sets t:e stage for t:e marketing mix actions
55 t:e & Ps 55 co!ere( in t:e marketing %lan# Pro(ct, %rice, %romotion, an( %lace ((istribtion)
strategies are all (etaile( in t:e Marketing Program section of t:e %lan#
!$en describing t$ese strategies& *nclude t$ese elements&
Pro(ct 'eatres, bran( name, %ackaging, ser!ice,
=arranty
Price Hist %rice, (isconts, allo=ances, cre(it terms,
%ayment %erio(
Promotion /(!ertising, %ersonal selling, sales %romotion,
%blicity
Place 2tlets, c:annels, co!erage, trans%ortation,
stock le!el

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Sales Process and *mpact
Describe t:e antici%ate( selling %rocess an( :o= marketing %rograms =ill =ork to effecti!ely
s%%ort t:e sales teamAs efforts# Clearly otline (istinct roles an( res%onsibilities for bot: t:e
sales an( marketing organi8ations, incl(ing t:e role of t:e (istribtion c:annel#

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Financial Data and Pro+ections
/ll t:e marketing mix (ecisions co!ere( in t:e marketing %rogram :a!e bot: re!ene an(
ex%ense effects# In t:is section of t:e marketing %lan, bot: %ast an( %ro6ecte( financial (ata is
incl(e(# / key in(icator of =:at ftre sales =ill be is to examine %ast sales#

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Mar(eting "rgani%ation
/ marketing %rogram nee(s a marketing organi8ation to im%lement it# T:is section of t:e
marketing %lan may incl(e an organi8ational c:art =it: bot: crrent an( %ro6ecte( %ositions
re%resente(#

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*mplementation Plan
T:e im%lementation %lan s:o=s :o= a com%any =ill trn %lans into reslts# To im%lement a
marketing %rogram sccessflly, :n(re(s of (etaile( (ecisions are often re@ire(# T:ese
marketing tactics are (etaile( o%erational (ecisions essential to t:e o!erall sccess of marketing
strategies# Jnlike marketing strategies, marketing tactics in!ol!e actions t:at mst be taken
imme(iately#
'or eac: strategy (escribe =:at :as to be %erforme( to carry it ot# 'or exam%le, if t:e %lan calls
for a((ing tele!ision a(!ertising, im%lementation mig:t in!ol!e contacting an a( agency an(
arranging a meeting, agreeing on ob6ecti!es, targeting a(iences, an( sc:e(ling a flig:t of
a(!ertisements# If t:e %lan calls for increasing t:e %rice, a breake!en sc:e(le of alternati!e
%rices mig:t be %erforme(#

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Evaluation and Control
T:e %r%ose of t:e control %:ase of t:e strategic marketing %rocess is to kee% t:e marketing
%rogram mo!ing in t:e (irection set for it# In t:e control %:ase, t:e marketing manager com%ares
t:e reslts of t:e marketing %rogram =it: t:e goals in t:e =ritten %lans to i(entify (e!iations# T:e
marketing manager t:en acts on t:e (e!iations to correct t:e negati!e an( ex%loit t:e %ositi!e
ones# Describe t:e measrement an( monitoring mec:anisms t:at =ill be %rescribe(, along =it:
target ob6ecti!es an( timelines for eac: as%ect of t:e marketing %rogram# Milestone analysis is
key to t:is %art of t:e %lan#

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