MARKETING PLAN PART 2:

IV. Marketing Goals and Objectives – Your recommendations must be justified by EVIDENCE – not
just your opinion.

A. Marketing Goal A:

Objective A1

Specific and measurable outcome:

Time frame:
Responsible unit/person: (e.g., Marketing Dept)
Relationship to SWOT:

Objective A2

Specific and measurable outcome:

Time frame:
Responsible unit/person:
Relationship to SWOT:

Objective A3

Specific and measurable outcome:

Time frame:
Responsible unit/person:
Relationship to SWOT:

B. Marketing Goal B:

Objective Bl:

Specific and measurable outcome:

Time frame: Responsible unit/person:
Relationship to SWOT:

Objective B2:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT:

Objective B3:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT: C.

C. Marketing Goal C:
Objective Cl:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT:
Objective C2:
Specific and measurable outcome:
Time frame:

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 Responsible unit/person:
Relationship to SWOT:
Objective C3:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT:

V. Marketing Strategies

A. Target Market(s)

Target Market A:

Demographic characteristics:
Geographic characteristics:
Psychographic characteristics:
Basic needs and benefits sought:
Purchasing/shopping characteristics:
Consumption/disposition characteristics:
justification for selection:

Target market B:

Demographic characteristics:
Geographic characteristics:
Psychographic characteristics:
Basic needs and benefits sought:
Purchasing/shopping characteristics:
Consumption/disposition characteristics:
justification for selection:

B. Marketing Mix
Marketing mix A (to meet the needs of target market A):

Product:

Description of major features and benefits:

Differentiation relative to competing products:
Elements of customer service strategy:
Brand name and packaging:
Relationship to delivering value:
Complementary products:

Pricing:

Description of per unit costs:

Pricing objectives:
Discount/markdown policy:
Relationship to delivering value:

Distribution:

General distribution strategy:

Intermediaries and channels to be used:
Relationship to delivering value and convenience

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 Promotion:

Summary of overall promotion strategy:

Basis for product/company positioning:
Advertising/publicity objectives and budget:
Elements of the advertising/publicity campaign:
Personal selling objectives and budget:
Elements of the personal selling effort:
Sales promotion objectives and budget:
Elements of trade sales promotion (push):
Elements of consumer sales promotion (pull):

Marketing mix B (to meet the needs of target market B):

Product:

Description of major features and benefits:

Differentiation relative to competing products:
Elements of customer service strategy:
Brand name and packaging:
Relationship to delivering value:
Complementary products:

Pricing:

Description of per unit costs:

Pricing objectives:
Discount/markdown policy:
Relationship to delivering value:

Distribution:

General distribution strategy:

Intermediaries and channels to be used:
Relationship to delivering value and convenience

Promotion:

Summary of overall promotion strategy:

Basis for product/company positioning: Advertising/publicity objectives and budget:
Elements of the advertising/publicity campaign:
Personal selling objectives and budget:
Elements of the personal selling effort:
Sales promotion objectives and budget:
Elements of trade sales promotion (push):
Elements of consumer sales promotion (pull):

B. Key Customer and Competitor Reactions – THIS is the BIG ONE!!! Absolutely critical to the
success of your plan.

 What are the likely customer and competitor reactions to marketing mix A?

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 How does marketing mix A give us a competitive advantage in serving the needs of target market A?
 Is this competitive advantage sustainable? Why or why not?
 What are the likely customer and competitor reactions to marketing mix B?
 How does marketing mix B give us a competitive advantage in serving the needs of target market B?
 Is this competitive advantage sustainable? Why or why not?

VI. Marketing Implementation

A. Structural Issues
Description of overall approach to implementation:
Description of internal marketing activities:
Internal products:
Internal pricing:
Internal distribution:
Internal promotion:
 What communication avenues are in place to ensure that all employees understand their role in
implementing the marketing strategy?
 Will customer-con tact employees and managers be empowered to make decisions? If yes, how will the
organisation ensure that empowered employees make the right decisions?
 How can the organization ensure that employees are motivated to implement the required marketing
activities?
 How can the organization ensure that all marketing activities are coordinated with other functional areas
within the firm?

B. Activities, Responsibilities, Budgets, and Timetables

Product activities
Activity 1:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Activity 2:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Activity 3:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Pricing activities
Activity 1:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Activity 2:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Activity 3:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Distribution activities
Activity 1:
Person responsible:

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 Budget:
Other resources needed:
Target completion date:
Activity 2:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Activity 3:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Promotion activities
Activity 1:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Activity 2:
Person responsible:
Budget:
Other resources needed:
Target completion date:
Activity 3:
Person responsible:
Budget:
Other resources needed:
Target completion date:

VII. Evaluation and Control

A. Financial Assessment Contribution Analysis a. Total fixed costs: b. Variable costs per unit: c. Per unit
selling price:d. Current gross margin target: e. Future gross margin target:

What is the required sales volume in units needed to meet the current gross margin target? (a + d) (c - b)
What is the required sales volume in units needed to meet the future gross margin target? (a + e) + (c - b)

Response Analysis

a. Estimated product response coefficient:

b. Estimated price response coefficient:
c. Estimated distribution response coefficient:
d. Estimated promotion response coefficient:

Combined response impact (a x b x c x d):

Systematic Planning Model

a. Current industry sales (in units):
b. Projected sales growth (decline) percentage:
c. Projected industry sales (a x b):
d. Projected firm market share if current marketing strategy is continued:
e. Modified market share (multiply d by the combined response impact from above):
f. Predicted sales in units (c x e):
g. Projected sales in dollars (multiply f by the per unit selling price):
h. Projected costs:
Projected gross margin (g - h):

B. Marketing Control

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What types and levels of formal control mechanisms are in place to ensure the implementation of the marketing
plan?

Input control mechanisms

Employee recruitment and selection procedures:

Employee training programs:
Employee manpower allocations:
Financial resources:
Capital outlays:
Research and development expenditures:
Other:

Process control mechanisms

Employee evaluation and compensation systems:

Employee authority and empowerment:
Internal communication programs:
Lines of authority/structure (organizational chart):
Management commitment to the marketing plan:
Management commitment to employees:

Output control mechanisms (performance standards)

Product performance standards:

Potential corrective actions that can be taken if actual product performance does not match these
standards:
Price performance standards:
Potential corrective actions that can be taken if actual pricing performance does not match these
standards:
Distribution performance standards:
Potential corrective actions that can be taken if actual distribution performance does not match these
standards:
Promotion performance standards:
Potential corrective actions that can be taken if actual promotion performance does not match these
standards:

Output control mechanisms (marketing audits)

How will marketing activities be monitored?
What are the specific profit- and time-based measures that will be used to monitor marketing
activities?
Describe the marketing audit to be performed:
Who will be responsible for conducting this audit?

What types and levels of informal control mechanisms are in place to ensure the implementation of the mark,
marketing plan?

Employee self-control

Are employees satisfied with their jobs at a level that is sufficient for implementing the marketing plan? If not,
how can employee job satisfaction be increased?
Are employees committed to the organization at a level that is sufficient for implementing the marketing
plan? If not, how can employee commitment be increased?

Are employees committed to the marketing plan at a level that is sufficient for its implementation? If not, how
can employee commitment to the plan be increased?

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Employee social control

Do employees share the organization's values in a manner that enhances the implementation of the market
marketing plan?

Describe the social and behavioural norms that exist within the organization, and in work groups, that a
either beneficial or detrimental to implementation:

Employee cultural control

Is the organizational culture appropriate for the marketing plan? If not, what type of culture would be more
appropriate?

Though cultural change is a slow process, what steps can be taken to change the organization's culture to
become more conducive to implementing the marketing strategy?