Outline for a Marketing Plan

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Outline for a Marketing Plan
Prof. Mundy Gonzalez De La Salle
University Professional Schools, Inc. Manila,
Philippines
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The Business Strategic-Planning Process
Business Unit Strategic Planning
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Business Unit Strategic Planning

• Business Mission
• A broadly defined statement of purpose that
  distinguishes a business from others of its sort
• Its purpose is to broaden or narrow the playing
  field in which it competes
• It should state
• What business is the company in?
• What business does it want to be in the future?
• What markets is it serving?
• What needs is it serving?
• What technology is being used?

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Business Unit Strategic Planning

• SWOT Analysis
• External Environment Analysis (Opportunity and
  Threat Analysis)
• Marketing Opportunity
• Buying opportunity more convenient or efficient
• Meet the need for more information and advice
• Customize an offering that was previously only
  available in standard form

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Business Unit Strategic Planning

• Marketing Opportunity Analysis (MOA)
• Can the benefits be articulated to a target
  market?
• Can the target market be reached with
  cost-effective media and trade channels?
• Does the company have the critical capabilities
  to deliver the customer benefits?
• Can the company deliver these benefits better
  than any actual or potential competitors?
• Will the rate of return meet the required
  threshold of investment?

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Opportunity and Threat Matrices
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The Marketing Process

• The Value Delivery Sequence

Two Views of the Value-Delivery Process
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Factors Influencing Company Marketing Strategy
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The Nature and Contents of a Marketing Plan

• Executive Summary
• Describes major findings and recommendations
• Designed to provide busy reader some insight into
  the report, without reading through it
• Current Marketing Situation
• Market Demographics Market Needs
• Market Trends Market Growth
• Competition Services
• Keys to Success Critical Issues
• Channels Macroenvironment
• Opportunity and issue analysis
• Opportunities Threats
• Strengths Weaknesses

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The Nature and Contents of a Marketing Plan

• Objectives
• Mission Vision
• Marketing Objectives Financial Objectives
• Marketing strategy
• Target Market Positioning
• Marketing Mix
• Product Price
• Marketing Communications
• Distribution Channels Services
• Marketing Research

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The Nature and Contents of a Marketing Plan

• Action programs
• Timetable
• Financial projections
• Breakeven Analysis Sales Forecast
• Expense Forecast Contribution Margin
• Implementation controls
• Milestones Organization
• Contingency Plans