Marketing Plan

1
Marketing Plan

• Expanding the 4 Ps

2
The four Ps

• Price
• What can you sell it for?
• Price as a tool for market penetration
• Place
• Where are you selling it? Local, regional,
  global?
• What are the levels of customer service?
• Promotion
• Who are you selling it to, and how?
• Structure of sales organization, how are they
  compensated?
• Product
• What are you selling?
• Product development

3
Beyond the 4 Ps

• What are corporate objectives and where does
  marketing fit these objectives
• Marketing audit
• Marketing strategies
• Sales analysis
• Market share risk
• Financial analysis

4
Marketing Audit

• Who are the customers?
• What are their demographics, other
  characteristics? How much are they willing to
  spend?
• How are they different from other groups?
• What are their expectations?
• What drives their utility curve
• Price
• Features
• Quality
• What is your unique selling proposition? Where
  do you add value?

5
Marketing Strategies

• SWOT Analysis
• Product Stage
• Branding
• Market approaches
• Cost leader
• Focused cost leader
• Differentiator
• Focused differentiator
• Broad differentiator
• Are you corporate strengths in line with customer
  expectations?
• Disruptive Technologies
• Trademarks and Patents

6
Sales Analysis

• What is the current market size?
• How is the market segmented?
• How big is the competition?
• Benchmarking, who has what competitive advantage.
  What is their SWOT?
• Is it easy to duplicate?
• Market trends
• How do customers make buying decisions?

7
Marketing Share Risk

• How easy is it to gain or lose market share?
• What scenarios might exist that would push this
  one way or the other?
• Play chess with your competition. What is their
  next best move?

8
Financial Analysis

• Inventory requirements
• Target margin required
• Working Capital requirements
• AR, AP terms
• Tax issues
• Ratio analysis
• Cash Flow analysis