Marketing Plan Outline

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Marketing plan

What’s a Marketing plan ?

← Written statement of marketing objectives, strategies, and activities to be followed

← The Marketing Plan is a tool that can:
◦ Assist an entrepreneur/organization in monitoring critical short-term goals and objectives, ◦ Alert the entrepreneur/organization to make necessary changes in those strategies to avoid long-term failure

Outline of a Marketing plan

← Situation Analysis
◦ Background of venture
◦ SWOT Analysis

← Marketing Objectives and Goals

← Marketing Strategy and Action Programs

← Budgets

← Controls (Supervision, M&E (Monitoring and Evaluation)

Scanning the environment

← MIS (Marketing Information System) : People, equipments, procedures and accurate information to marketing decision makers.

← Gather Information, Analyze, Evaluate, and Distribute

The 6 major force
← 1 – Demographic Environment
◦ a. population growth
◦ b. population age mix
◦ c. Ethnic and other markets
◦ d. Education groups
◦ e. Household patterns
◦ f. Geographical shifts in Population

← 2. Economic Environment
◦ a. Purchasing Capacity
◦ b. Income Distribution
← i) Very low,
← ii) Mostly low,
← iii) Very low, very high,
← iv)Low, medium, and high,
← v) Mostly medium

◦ c. consumers saving, debt, and credit availability

◦ d. Outsourcing and free trade: low cost of labor etc.

← 3. Cultural and Social Environment
◦ Views of Themselves – marketers must realize that different groups of people have different views ◦ Views of Others –building a support product to support direct relationship with the people ◦ Views of Organizations – different views prevail in society for different organizations ◦ Views of Society – people vary in their attitude towards society. E.g. takers, makers, seekers, escapers… ◦ View of Nature – nature is vulnerable.

◦ View of Universe
High persistence of core cultural values like:
◦ Core belief (persistent towards change)
◦ Secondary beliefs(more open to change)

Existence of subculture like groups with the shared values due to same trend of life

Shift of Secondary cultural values through time

← 4. Natural environment
Recent danger on the environment due to man made product The four trends in the natural environment:
Shortage of raw materials especially the water
Value of finite resources and Infinite resources should be undertaken Finite renewable resources like food, forests… and Finite nonrenewable resources like oil, coal etc should be considered. Increased Energy cost and its consequences.

Anti Pollution Pressure
Changing role of government

← 5. Technological Environment

Pace of change
Opportunities for innovation
Varying R&D budget
Increased regulations

← 6. Political-Legal Environment

Increase in Business Legislation
Political Stability

Conducting Research and Forecasting Demand

← Marketing Research: the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company

← 6 Steps:
◦ 1 Define the problem and research objectives
◦ 2 Develop the research plan:
← Data Sources: Primary or Secondary Data,
← Approach: survey, focus group, observational method, experimental, ← Instruments: Questionnaires, qualitative measures, ← Sampling plan: Who?
← Contact methods: Email, Telephone, Personal interview

3 Collect the Information
4 Analyze the...
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