Marketing Plan Format

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FORMAT OF A MARKETING PLAN

1.Executive Summary
2.Current Situation – Macro environment

Economic
Legal
Political
Technological
Socio cultural
3.Current Situation - Market Analysis

Market definition
Market size
Industry structure and strategic groupings
Porter 5 forces analysis
Competition and market share
Competitors' Strengths And Weaknesses

Market trends
Current Situation — Consumer Analysis
Nature of the buying decision
Participants
Demographics

Psychographics
Buyer motivation and expectations
4.Current Situation — Micro Environment
Company resources
Financial
People
Skills
Objectives
Mission statement and vision statement
Corporate objectives
Financial objective
Marketing objectives
Long term objectives
Description of the basic business philosophy
Corporate culture
5.Market Segmentation
Bases of Segmentation
Types of Segments
6.Targeting
7.Positioning
Perceptual Mapping
Type of Positioning
8.Marketing Strategy - Product
Product mix
Product Life Cycle Management and new product development

Brand name, brand image, and brand equity

The augmented product
Product portfolio analysis (B.C.G. Analysis)

9.Marketing Strategy - Price
Pricing objectives
Pricing method (e.g.: cost plus, demand based, or competitor indexing) Pricing strategy (e.g.: skimming, or penetration)
Discounts and Allowances
Price Elasticity
10.Marketing Strategy - Promotion
Promotional goals
Promotional mix
Advertising (reach, frequency, flights, theme, and media) Sales force requirements, techniques, and management
Sales promotion
Publicity and public relations
Electronic promotion (e.g.: Web, or telephone)
Word of mouth marketing (buzz)
Viral marketing
11.Marketing Strategy - Distribution
Geographical coverage
Distribution channels
Physical distribution and logistics
Electronic...
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