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Marketing plan

A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall business plan. In general terms, it must:

  • describe and explain the current situation
  • specify the expected results (objectives)
  • identify the resources that will be needed (including financing, time, and skills)
  • describe the actions that will need to be taken to achieve the objective(s)
  • devise a method of monitoring results and adjusting the plan where necessary

There are many formats for marketing plans and every company does it a little different, but the outline that follows is a very complete format. Using this format will produce a 30 to 40 page plan. Many companies prefer an abridged format that would yield a 10 to 20 page plan.

  1. Title page
  2. Executive Summary
  3. Current Situation - Macroenvironment
    • economy
    • government
    • legal
    • technology
    • ecological
    • sociocultural
    • supply chain
  4. Current Situation - Market Analysis
  5. Current Situation - Consumer Analysis
    • nature of the buying decision
    • participants
    • demographics
    • psychographics
    • buyer motivation and expectations
    • loyalty segments
  6. Current Situation - Internal
    • company resources
      • financial
      • people
      • time
      • skills
    • objectives
      • mission statement and vision statement
      • corporate objectives
      • financial objective
      • marketing objectives
      • long term objectives
    • corporate culture
  7. Summary of Situation Analysis
  8. Marketing research
    • information requirements
    • research methodology
    • research results
  9. Marketing Strategy - Product
  10. Marketing Strategy - Market share objectives
    • by products,
    • by customer segments,
    • by geographical markets
  11. Marketing Strategy - Price
  12. Marketing Strategy - Promotion
  13. Marketing Strategy - Distribution
    • geographical coverage
    • distribution channels
    • physical distribution and logistics
    • electronic distribution
  14. Implementation
    • personnel requirements
      • assign responsibilities
      • give incentives
      • training on selling methods
    • financial requirements
    • management information systems requirements
    • month-by-month agenda
    • monitoring results and benchmarks
    • adjustment mechanism
    • contingencies (What if's)
  15. Financial Summary
  16. Appendix
    • pictures and specifications of the new product
    • results from research already completed

See also: marketing, plan, marketing management, strategic management, business plan

Last updated: 02-10-2005 19:34:04
Last updated: 02-26-2005 13:18:49