Marketing Plan

Topics: Marketing, Marketing plan, Corporation Pages: 21 (3628 words) Published: December 16, 2012








1.1Why and When a marketing plan is needed?3

1.2What is a marketing plan?3

2.Executive Summary: Purpose and Mission4

3.Project Schedule5

4.Situation Analysis5

4.1 Company Analysis5

4.2 Current Products Analysis6

4.3Current Competitors:7


5.Marketing Strategy and Objectives9

5.1Marketing Objective:9

5.2Marketing Strategy:9

5.3Financial Objectives:10

6.Tactical Programs11

6.1Target Markets:11



6.4Distribution (Place):14


7.Budgeting and Implementation14

7.1Marketing / Advertising Budget:14

7.2Implementation and Spending:14

8.Additional Considerations18

8.1Internal Factors:18

8.2External Factors:18

1. Overview

1. Why and When a marketing plan is needed?

The Marketing Plan is a highly detailed, heavily researched and well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. Essentially the Marketing Plan:

• forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions. • forces the marketing personnel to look externally in order to fully understand the market in which they operate. • sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support. • is a key component in obtaining funding to pursue new initiatives.

The Marketing Plan is generally undertaken for one of the following reasons:

1. Needed as part of the yearly planning process within the marketing functional area.

2. Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem.

3. Is a component within an overall business plan, such as a new business proposal to the financial community.

In the following sections, it will be easily understood that the reason for our marketing plan is matching with above item 2.

2. What is a marketing plan?

There are many ways to develop and format a marketing plan. The approach taken here is to present a 6-Part plan that includes: 1. Executive Summary: Purpose and Mission
2. Situational Analysis
3. Marketing Strategy and Objectives
4. Tactical Programs
5. Budgets, Performance Analysis and Implementation 6. Additional Consideration

2. Executive Summary: Purpose and Mission

The following marketing plan forms the basis for the introduction of an innovative new service by our new company.


The purpose of this marketing plan is basically to introduce a new service. This new service can be entitled as “Education for Industry”. Nowadays, in the corporate companies, for technical and non-technical trainings there are two ways that most of the companies are following:

1. Internal knowledge transfer, internal trainings

2. Allocating a resource or a group of resource to arrange these kind of trainings from external training companies.

In any of the above solutions this corporate company has to allocate their resources for this specific activiy. In first solution, it is the time allocation of the experienced people and in the second solution it is directly the allocation of resources.

Our new service aims to avoid the corporate companies allocating resources for training activities. The only...
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