A Sample Marketing Plan Crafting a marketing plan is hard but satisfying work. When completed, a marketing plan serves as a roadmap that details the context and scope of marketing activities including, but not limited to, a mission statement, goals and objectives, a situation analysis, growth opportunities, target market(s) and marketing (mix) program, a budget, and an implementation schedule. As a written document, the plan conveys in words the analysis, ideas, and aspirations of its author pertaining to a business, product, and/or brand marketing effort. How a marketing plan is written communicates not only the substance of the marketing effort but also the professionalism of the author. Written style will not overcome limitations in substance. However, a poorly written marketing plan can detract from the perceived substance of the plan. Written and style considerations Given the importance of a carefully crafted marketing plan, authors of marketing plans adhere to certain guidelines. The following writing and style guidelines generally apply: Use a direct, professional writing style. Use appropriate business and marketing terms without jargon. Present and future tenses with active voice are generally better than past tense and passive voice. Be positive and specific. At the same time, avoid superlatives ("terrific", "wonderful"). Specifics are better than glittering generalities. Use numbers for impact, justifying computations and projections with facts or reasonable quantitative assumptions where possible. Use bullet points for succinctness and emphasis. As with the list you are reading, bullets enable key points to be highlighted effectively and with great efficiency. Use "A-Level" (the first level) and "B-Level" (the second level) headings under major section headings to help readers make easy transitions from one topic to another. This also forces the writer to organize the plan more carefully. Use these headings liberally, at least once every 200 to 300 words. Use visuals where appropriate. Illustrations, graphs, and charts enable large amounts of information to be presented succinctly. Shoot for a plan 15 to 35 pages in length, not including financial projections and appendices. An uncomplicated small business may require only 15 pages, while a new business startup may require more than 35 pages. Use care in layout, design, and presentation. Laser or ink-jet printers give a more professional look than do dot matrix printers or typewriters. A bound report with a cover and clear title page adds professionalism. Sample five-year annotated marketing plan for paradise kitchens Inc. The marketing plan that follows for Paradise Kitchens Inc. is based on an actual plan developed by the company. The company was found in 1989, and its products entered distribution in 1990. To protect proprietary information about the company, a number of details and certain data have been altered, but the basic logic of the plan has been preserved. Various appendices are omitted due to space. Notes in the margins next to the Paradise Kitchens Inc. Marketing plan fall into two categories: 1. Substantive notes elaborate on the rationale or significance of an element in the marketing plan.
Prepared by Mai Aye Aye Aung
2. Writing style, format and layout notes explain the editorial or visual rationale for the element. As you read the marketing plan, you might consider adding your own notes in the margins related to the discussion in the text. For example, you may wish to compare the application of SWOT analysis and reference to "points of difference" in the Paradise Kitchens Inc. marketing plan with the discussion in Chapter 1. As you read additional chapters in the text, you may return to the marketing plan and insert additional notes pertaining to terminology used and techniques employed. The table of Contents provides quick access to the topics in the plan, usually organized by...