Marketing Plan Outline
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 ◦
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 ◦