Marketing Plan

1
Marketing Plan

• Final Group Project and Presentation

2
Parts of The Marketing Plan
Appendix A, p. 58with changes

• Market-Product Focus
• Marketing and Product Objectives
• Segmentation Criteria
• Target Markets
• Points of Difference
• Positioning
• Marketing Program
• Product
• Price
• Promotion
• Place
• Financial Data/Projections
• Past Sales Revenues
• Projections
• Implementation
• Evaluation and Control
• Appendixes (3 Visual Samples)

• Executive Summary
• Company Description
• Strategic Focus and Plan
• Mission and Vision
• Goals
• Core Competency and Competitive Advantage
• Organizational Structure
• Situation Analysis
• SWOT Analysis
• Industry Analysis
• Competitor Analysis
• Company Analysis
• Customer Analysis

3
Marketing Plan

• Executive Summary
• Write this last
• Sells the plan to readers through clarity and
  brevity
• Company Description
• Briefly describe your company culture and
  strategy.

4
Marketing Plan

• Strategy and Focus Plan
• Mission/Vision Define the organizations
  overall purpose and what it hopes to achieve in
  terms of customers, products, and resources.
• Organizational Structure How is your company
  distributed. Chain of command?

5
Marketing Plan

• Situation Analysis
• SWOT Strengths, Weakness, Opportunities, and
  Threats
• Industry Analysis What is happening in your
  companys industry (trade journals, articles,
  etc. )?
• Competitive Analysis Who are your direct
  competitors and what are their strengths and
  weaknesses.
• Company Analysis How will you meet your overall
  goals?
• Customer Analysis Exactly who are your
  customers?

6
Marketing Plan

• Market-Product Focus
• Marketing and Product Objectives Specific new
  product and marketing objectives.
• Segmentation Criteria How have you segmented
  the market? Demographic, Psychographic, Usage,
  etc.
• Target Markets Who is your target market or
  markets and how did you choose these markets?
• Points of Difference What are your core
  competencies and competitive advantages?
• Positioning What position will you hold in the
  consumers mind?

7
Marketing Plan

• Marketing Program
• Product Strategy Features, functions,
  packaging, logo, lettering, product line details,
  etc.
• Price Strategy How did you establish price and
  what strategy are you using?
• Promotional Strategy Explain your use of
  Advertising, Public Relations, Sales Promotion,
  Personal Selling, and Direct Marketing
• Place (Distribution) Strategy Marketing
  Channelshow does your product get into the
  customers hands?

8
Marketing Plan

• Financial Data/Projections
• Projections
• First-Year Projections
• Sales
• Costs
• Profitability
• Five-Year Projections

9
Marketing Plan

• Implementation
• Timeline of when and how marketing objectives are
  being met

10
Marketing Plan

• Evaluation and Control
• Detailed strategy of how you will monitor and
  evaluate if your current marketing strategy is
  working.