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Marketing Plan Outline

The document outlines a comprehensive marketing plan that serves as a roadmap for an organization's marketing efforts, detailing essential components such as an executive summary, company description, strategic focus, situation analysis, product-market focus, marketing program, financial data, implementation plan, evaluation and control, and appendices. It emphasizes the importance of a professional writing style, organization, and the inclusion of quantitative data to support assumptions. The plan should be structured to effectively communicate the marketing strategy and objectives within a defined timeframe.

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17 views3 pages

Marketing Plan Outline

The document outlines a comprehensive marketing plan that serves as a roadmap for an organization's marketing efforts, detailing essential components such as an executive summary, company description, strategic focus, situation analysis, product-market focus, marketing program, financial data, implementation plan, evaluation and control, and appendices. It emphasizes the importance of a professional writing style, organization, and the inclusion of quantitative data to support assumptions. The plan should be structured to effectively communicate the marketing strategy and objectives within a defined timeframe.

Uploaded by

zezo.ashraf90100
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Outline Of A

MARKETING PLAN

“A marketing plan is a formal, written document that describes the context and scope of an
organization’s marketing effort to achieve defined goals or objectives within a specific future time
period.”
• A well-crafted marketing plan serves as a roadmap for the organization and communicates the
substance of the marketing effort.
• Main components of a marketing plan include: a mission statement, goals and objectives, a
situation analysis, growth opportunities, target market(s) and marketing (mix) program, a
budget, and an implementation schedule.

• Guidelines for the writing style:


o Be professional, direct. Use business/marketing terms and present/future tenses.
o Be reasonably positive & specific. Use numbers whenever possible & facts to justify
assumptions.
o Be efficient by using bullet points. Use different levels of headings to organize topics.
o Use figures, graphs & charts whenever needed.
o Aim for 15-35 pages when making the plan.
o Use a cover page.

• A marketing plan should include the company’s name and timespan (ex: five-year marketing
plan) at the very beginning, followed by the Table of Contents.
• The following are the components of an organization’s marketing plan:

1. Executive Summary – the most important section that sells the entire plan to readers.
Should be clear with a maximum of two pages.

2. Company Description - highlights the recent history & success of the organization.

3. Strategic Focus and Plan - sets the strategic direction for the entire organization with
which proposed actions of the marketing plan must be consistent. This section covers three
aspects of corporate strategy that influence the marketing plan:
a) Mission: illustrates the organization’s purpose through answering the question “what is
our business/why do we exist?”
b) Goals: sets both the financial and nonfinancial targets (quantitatively whenever
possible) against which the company’s performance will be measured.
c) Core competence/sustainable competitive advantage: describes the organization’s
unique strengths or qualities (including skills, technologies, resources) that distinguish
it from other organizations.
4. Situation Analysis - represents a snapshot of the current environment & answers the
question “where are we now?”. It covers the following:
a) SWOT Analysis: identifies strengths, weaknesses, opportunities, and threats to provide
a solid foundation to identify subsequent actions in the marketing plan.
b) Industry Analysis: an in-depth understanding of the organization’s industry that
represents an essential backdrop for the following detailed analysis.
c) Competitors Analysis: demonstrates that the company has a realistic understanding of
who its major competitors are & what their marketing strategies are.
d) Company Analysis: provides details of the company’s strengths & marketing strategies
that will enable it to achieve the mission & goals identified earlier.
e) Consumers Analysis: addresses the question of “who are the customers for the
organization’s offerings?”

5. Product-Market Focus - describes the marketing and product objectives for the
organization and the target markets, points of difference, and positioning.
a) Marketing & Product Objectives: for higher chances of success, objectives should be
set for the product itself in addition to identifying its target market segments.
b) Target Markets: identifies the specific niches or target markets toward which the
company’s products are directed. Could include a product-market matrix.
c) Points of Difference: illustrate characteristics that make the organization unique
relative to competitors.
d) Positioning: communicates the organization’s unique points of difference of its
products to prospective customers in a simple, clear way.

6. Marketing Program – covers the four marketing mix elements of the organization’s
marketing program. It includes the following:
a) Product Strategy: describes in detail the product line, its quality & how this is
achieved, and its packaging.
b) Price Strategy: clearly states the company’s price & price position relative to potential
substitutes (might include a break-even analysis).
c) Promotion Strategy: highlights key promotional activities the company is
emphasizing for its product line.
d) Distribution Strategy: describes the present methods used & new ones to be used in
the future.

7. Financial Data and Projections – covers the revenue and expense effects of all the
marketing mix decisions made in the marketing program. It covers:
a) Past Sales Revenues
b) Future Financial Projections
8. Implementation Plan – shows how the company will turn plans into results. Charts are
usually used to set deadlines & assign responsibilities for different tactical marketing
decisions.
9. Evaluation and control – compare actual sales with the targeted values set in the plan to
take appropriate actions. Could briefly describe a contingency plan for alternative actions.
10. Appendices – various appendices may appear at the end of the plan depending on the
purpose and audience for them (ex: financial spreadsheets).

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