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Marketing Plan Outline 1.0 Executive Summary

The marketing plan outline summarizes the company's situation, outlines marketing strategies, and establishes controls. Section 2 analyzes the company, market, competitors, and SWOT. Section 3 sets objectives and targets for mission, marketing, and finances. Section 4 details the marketing mix of product, price, place, and promotion. Section 5 establishes budgets, sales forecasts, and financial projections. Section 6 identifies metrics to measure outcomes and corrective actions.

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69 views4 pages

Marketing Plan Outline 1.0 Executive Summary

The marketing plan outline summarizes the company's situation, outlines marketing strategies, and establishes controls. Section 2 analyzes the company, market, competitors, and SWOT. Section 3 sets objectives and targets for mission, marketing, and finances. Section 4 details the marketing mix of product, price, place, and promotion. Section 5 establishes budgets, sales forecasts, and financial projections. Section 6 identifies metrics to measure outcomes and corrective actions.

Uploaded by

xinyi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Plan Outline

1.0 Executive Summary

- A high-level summary of the marketing plan

- Summarized the marketing plan in 1 page, the summary should have : the outcome of
situational analysis, summary of the proposed marketing strategies

2.0 Situation Analysis

2.1 Company Analysis

- Mission, goals, culture, strengths, weaknesses, market share

2.2 Macro-environmental PEST analysis :

- Political and legal environment

- Economic environment

- Social and cultural environment

- Technological environment

2.3 Market Analysis

- Present a description of the market segmentation as follows:

* Description

* Percent of sales

* What they want

* How they use product

* Support requirements

* How to reach them

* Price sensitivity

- Market profile, market needs, market trends, market growth

2.4 Competitor Analysis

- Direct and indirect competitors


- market position, strengths, weaknesses, market shares

2.5 SWOT Analysis

- A SWOT analysis of the business environment can be performed by organizing the


environmental factors as follows:

* The firm's internal attributes can be classed as strengths and weaknesses.

* The external environment presents opportunities and threats.

3.0 Marketing strategy

3.1 Mission of the company

3.2 Marketing Objective / goal

3.3 Financial Objectives /goal

3.4 Target market

- Segment identification, segment attractiveness, segment profitability

3.5 Product positioning

- category membership, point-of-difference, point-of-parity, value proposition

4.0 Marketing Mix

4.1 Product

- The product decisions should consider the product's advantages and how they will be
leveraged. Product decisions should include:

* Brand name

* Quality

* Scope of product line

* Warranty

* Packaging
4.2 Price

- Discuss pricing strategy, expected volume, and decisions for the following pricing
variables:

* List price (price steps)

* Discounts

* Bundling

* Payment terms and financing options

* Leasing options

4.3 Distribution (Place)

- Decision variables include:

* Distribution channels, such as direct, retail, distributors & intermediates

* Motivating the channel - for example, distributor margins

* Criteria for evaluating distributors

* Locations

* Logistics, including transportation, warehousing, and order fulfilment

4.4 Promotion

* determine which promotion tools will be used and the selection reason

* Projected results of the promotional programs

5.0 Financial

- The selected strategy's immediate effects, expected long-term results, and any special
actions required to achieve them. This section may include forecasts of revenues and
expenses as well as the results of a break-even analysis.

5.1 Marketing budget

5.2 Sales forecasting


- Calculations of market size, commissions, profit margins, break-even analyses, etc.

6.0 Control

- May add Gantt chart, identify the expected result, identify how to measure the outcome /
result , possible corrective action.

- can use financial or non-financial metrics to control the plan.

- Appendix and references

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