The Marketing Plan

I. Product description (present type of innovation, type of consumer good and discuss a
general description of the market needs or wants it satisfy.

II. Market Analysis

A. Target Market (state the demographic/psychographics/geographic components, the
reason you chose them and the supporting data where your reason is founded. You
must further explain the market segment you chose and the market position as well.)
B. Competition (describe major competitors assessing their strengths and weaknesses and
general industry behavior based on your industry analysis under rivalry among
competing firms)
C. Market Trends (discuss opportunities presented under your pest analysis and other
important trends in the industry such as barriers to entry, supplier and consumer
bargaining power, substitute products etc)
D. Market survey (present survey results in pie charts and discuss the opportunities and
threats that you have inferred using the results.
E. Threats and Opportunities table (this is a summary of items A-D with the corresponding
general marketing and Management strategies that will maximize opportunities and
minimize threats)

III. Marketing Strategy (please use state, reason, support in constructing your sentences, it
must go without saying that your reasons must either be a strategy to maximize
opportunities or minimize threats that was supposed to be discussed already in your threats
and opportunities table)
A. General Description (budget % allocations on- and off-line with expected ROIs)
B. Method of Sales and Distribution (stores, offices, kiosks, catalogs, d/mail, website)
C. Packaging (describe your packaging)
D. Pricing (price strategy and competitive position)
E. Branding
F. Database Marketing (Personalization)
G. Sales Strategies (direct sales, direct mail, email, affiliate, reciprocal, and viral marketing)
H. Sales Incentives/Promotions (samples, coupons, online promo, add-ons, rebates, etc.)
I. Advertising Strategies (traditional, web/new media, long-term sponsorships)
J. Public Relations (online presence, events, press releases, interviews)
K. Networking (memberships and leadership positions)

IV. Customer Service

A. Description of Customer Service Activities
B. Expected Outcomes of Achieving Excellence

V. Implementation of Marketing Strategy

A. Advertising targets
B. Sales targets
C. Projected sales

VI. In-House Responsibilities

A. Marketing positions and a summary of their job descriptions, job specifications and
performance appraisal templates
B. Out-Sourced Functions (advertising, public relations, marketing firms, ad networks, etc.

VII. Assessment of Marketing Effectiveness

A. using MBO and graphic rating scales summarize marketing performance by reporting
actual advertising and sales reports and performance scores of the people doing the
marketing work.
 Production and Operations plan

I. General Input-Process-Output Flow (use charts and explain)

II. Location Analysis (Discuss how your target market fits your location, discuss
accessibility for the market and supplies and advertising value.
III. Suppliers (discuss supplier and supplier options, present price differences and cost per
unit)
IV. Logistics (discuss transportation options, distances from location to suppliers and
pertinent costs involved)
V. Storage (present storage options for key supplies)
VI. Process (present production process using PERT CPM)
VII. Delivery (present in-store operations complete with employee dialogues, use
customer relationship management principles)
VIII. Feedback (discuss tools and method of getting customer feedback, discuss after sales
services if applicable)
IX. Required assets and there pertinent costs

Human Resource Management Plan

I. Present the key positions with salary proposals

II. Job Description and Job specifications of key positions
III. Performance appraisal tools (cover marketing and operations plan, begin with non-
managerial positions)

Financial plan

I. Initial capitalization broken down into budgets

II. Projected financial statements (income statement, balance sheet, cash flow) show 1
year monthly income projections
III. Break even analysis
IV. Financial Statement Analysis

liquidity Analysis (net working capital, current ratio, quick ratio)

Profitability Analysis (gross profit margin, operating profit margin, net profit margin)
Measures of Investment (return on investment)
V. Journals and Ledgers