Marketing Plan Outline

Topics: Marketing, Sales, Strategic management Pages: 3 (270 words) Published: April 29, 2013
University of Phoenix Material

Marketing Plan Outline

1. Organizational overview
a. Name of organization
b. Mission statement - organization’s basic values and philosophy a. Geographic location
b. Product mix
1) Single product
2) Product line(s)
1. New product description
2. SWOTT analysis
a. Strengths (internal)
b. Weaknesses (internal)
c. Opportunities (external)
d. Threats (external)
e. Trends (external)
3. Marketing research
a. Consumer analysis
1) Demographics
2) Psychographics
3) Behaviors (e.g. purchase behaviors)
4) Geographical considerations
b. Industrial analysis, if applicable
1) Competitor Analysis
4. Segmentation
a. Criteria
b. Target market(s)
5. Differentiation and positioning
6. Stage of the product life cycle
7. Marketing mix
a. Product/service
1) Type - good, service, idea, etc.
2) Features - how will it be different from the competition? 3) Identification - brand name, label, and packaging
4) Production method/delivery of service
b. Price
1) Pricing strategy
a) Profit-oriented
b) Sales-oriented
c) Status quo
c. Place
1) Channels of distribution - manufacturer, wholesaler, retailer 2) Product location availability
3) Physical distribution/location of facilities/modes of transportation 4) Cost
a) Production
b) Distribution
c) Overhead
d) Sales
e) Marketing
5) Markup
6) Suggested selling price
7) Profit margin
8) Price and quality relationship - perceived value
d. Promotion
1) Personal selling
2) Advertising
a) Direct mail
b) Internet
c) Telemarketing
d) Television
e) Radio
f) Others
3) Sales promotion - sale prices, discounts, coupons, contests, sweepstakes, tradeshows, etc. 4) Public relations
5) Web site
8. Budget
9. Control/monitor
a. Feedback mechanism to monitor progress
b. Evaluation process
c. Performance objectives (quantifiable elements)
1) Profit margin
2) Market share
3) Promotional effectiveness
4) Market penetration
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Plan Essay
  • Marketing Plan: Final Paper
  • Marketing Plan 2 Essay
  • Marketing Plan Format Essay
  • Essay about Marketing Plan Template
  • Marketing Mix Essay
  • Marketing Plan Essay
  • Marketing Segments Essay

Become a StudyMode Member

Sign Up - It's Free