Marketing Plan Outline

Topics: Marketing, Strategic management, SWOT analysis Pages: 11 (1535 words) Published: May 26, 2013

Executive Summary2
The Challenge2
Situation Analysis2
Company Analysis2
Customer Analysis2
Competitor Analysis2
Political Factors2
Economic Factors3
Social Factors3
Technological Factors3
SWOT Analysis3
The SWOT Matrix5
Market Segmentation5
Consumer Market Segmentation6
Business Market Segmentation7
Profiling the Segments7
Alternative Marketing Strategies7
Selected Marketing Strategy7
Distribution (Place)8
Short & Long-Term Projections9

Executive Summary

A high-level summary of the marketing plan.

The Challenge

Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.

Situation Analysis

Company Analysis

• Goals
• Focus
• Culture
• Strengths (see SWOT Analysis)
• Weaknesses (see SWOT Analysis)
• Market share

Customer Analysis

• Number
• Type
• Value drivers
• Decision process

Competitor Analysis

• Market position
• Strengths
• Weaknesses
• Market shares


• Subsidiaries, joint ventures, and distributors, etc.


Macro-environmental PEST analysis :

Political Factors

Political factors include government regulations and legal issues and define both formal and informal rules under which the firm must operate. Some examples include: • tax policy
• employment laws
• environmental regulations
• trade restrictions and tariffs
• political stability

Economic Factors

Economic factors affect the purchasing power of potential customers and the firm's cost of capital. The following are examples of factors in the macroeconomy: • economic growth
• interest rates
• exchange rates
• inflation rate

Social Factors

Social factors include the demographic and cultural aspects of the external macroenvironment. These factors affect customer needs and the size of potential markets. Some social factors include: • health consciousness

• population growth rate
• age distribution
• career attitudes
• emphasis on safety

Technological Factors

Technological factors can lower barriers to entry, reduce minimum efficient production levels, and influence outsourcing decisions. Some technological factors include: R&D activity
• automation
• technology incentives
• rate of technological change

SWOT Analysis

A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan:

SWOT Analysis Framework


A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include: • patents
• strong brand names
• good reputation among customers
• cost advantages from proprietary know-how
• exclusive access to high grade natural resources
• favorable access to distribution networks


The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses: •...
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