Sources: Pride, W.M., Elliott, G., Rundle-Thiele, S., Waller, D., Paladino, A. & Ferrell, O.C. (2007). Marketing: core concepts and applications (2nd asia-pacific edition). Milton, Qld: John Wiley & Sons Australia, Ltd. (Text used in Marketing Fundamentals BU1008)
These worksheets are designed to assist you in writing a formal marketing plan. By answering the questions on these worksheets, you will be able to organize the information you collect about a company or organization. In addition, these worksheets will help ensure that you do not leave out important information or parts of the marketing plan. Note also that these worksheets are meant to be a flexible guide that can be adapted to the unique requirements of a specific marketing plan.
A sample marketing plan can be found in Appendix 1, Pride et al., 2007, p. 475,
Since there is no one best way to organize a marketing plan, this outline should serve as a starting point. Your instructor may provide you with a different format or ask that you include additional information not contained in this outline. These worksheets are flexible enough to accommodate any changes your instructor might make.
Marketing Plan Worksheets
The executive summary is a synopsis of the overall marketing plan. The executive summary is easier to write if you do it last, after you have written the entire marketing plan.
A.The Marketing Environment
a)Who are our major competitors as of today? What are their strengths and weaknesses?
b)Who are likely to be our major competitors in the future?
c)What response can we expect from our competition if we change our marketing mix?
d)How does the structure of the industry affect competitive forces in the industry?
a)What is the general economic condition of the country, state, city, or local area? Are our consumers optimistic or pessimistic about the economy?
b)What is the buying power of consumers in our target market(s)?
c)What are the current spending patterns of consumers in our target market(s)? Are consumers buying less or more of our product and why?
a)Have recent elections changed the political landscape? What type of industry controls do our newly elected politicians favour?
b)What is our company doing currently to maintain good relations with elected political officials? Have these activities been effective? Why or why not?
4.Legal and Regulatory Forces
a)What changes in federal, state, or local government regulation are being proposed that would affect the way we operate?
a)What impact has changing technology had on our target market(s)?
b)What technological changes will affect the way we operate or manufacture our products?
c)What technological changes will affect the way we conduct marketing activities?
d)Do any technological advances threaten to make our product(s) obsolete?
a)How are society’s demographics and values changing? What effect will these changes have on our operations?
b)What is the general attitude of society about our industry, company, and product(s)?
c)What consumer or environmental groups could intervene in the operations of our industry or company?
d)What ethical issues should we address?
B. SWOT Analysis
1.Strength 1_________________________________________________________ a)How does this strength affect the operations of the company?
b)How does this strength assist the company in meeting the needs of its target market(s)?