[Insert company logo]
[Owner name]
[Owner title]
[Company Name]
[Business Address Line 1]
[Business Address Line 2]
[Business Address Line 3]
[Contact Number]
ABN: [ABN]
ACN: [CAN]
[Company Name]
Marketing Plan
Prepared by: [Author’s name]
Prepared: [Date prepared]
[Company Name] Marketing Plan [Year]
Table of Contents
Marketing plan summary
1. Background analysis
1.1 Business overview
1.2 SWOT analysis
2. Market overview
2.1 Market
2.2 Customers
2.3 Competitors
3. Marketing
3.1 Marketing objectives
3.2 Marketing strategy
3.3 Marketing plan
3.4 Advertising and Sales
4. Finances
5. Contingency plan
6. Monitoring and measuring
7. Appendix
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[Company Name] Marketing Plan [Year]
Marketing Plan Summary
[To be created last, this section provides a snapshot of the marketing plan. Should be no
longer than two pages and be easy to read]
[Business: A short paragraph on your business highlighting business name, structure,
location, date established, owners and their experiences, and products and services offered]
[Market overview: Discuss your target market, define your ideal customer and provide an
overview of your competitors]
[Marketing objectives: Summarise the key marketing objectives for your business]
[Marketing strategy: Discuss your marketing strategy using the 5P’s focus on how you plan
on providing your product/service to the customer at the right place right time. Describe your
competitive advantage and unique selling position to differentiate you from competitor]
[Marketing plan: Explain the steps you are taking to fulfil your objectives and meet your
strategy]
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[Company Name] Marketing Plan [Year]
1. Background Analysis
[Provide a snapshot of your current situation, your past and your future aspirations. Define
business’s skills and opportunities]
1.1 Business Overview
[Business overview: List name, structure and date of establishment. Describe business
owners and partners, their role, levels of experience and area(s) of expertise. Discuss
business mission, vision, culture and values. Provide detailed description of short and long
term objectives, assumptions and an estimate date of completion/achievement. Define
products/services offered]
1.2 SWOT Analysis
[SWOT Analysis: Use the SWOT analysis template provided to list your business strengths,
weaknesses, opportunities and threats. Provide a plan of action in place to address
highlighted factors]
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[Company Name] Marketing Plan [Year]
2. Market Overview
2.1 Market
[Market overview provides an overall analysis of your market and industry. This section
should discuss customers, competitors, movement/trends, size of market, and potential
growth/decline of market]
2.2 Customer
[Define your target market and portray your customer; discuss demographics, lifestyle,
activities, values, needs and wants, interests and opinions, buying pattern and motivation]
2.3 Competitor Analysis
[Provide insight into your competitors; size, market share, competitive advantage, unique
selling position, strengths and weaknesses. Use the competitor profiling template can be
used as a guide]
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[Company Name] Marketing Plan [Year]
3. Marketing
3.1 Marketing Objectives
[Use the SMART approach to set realistic and achievable marketing objectives. These
objectives should be in line with your overall business goals. Describe briefly the actions you
hope to take to meet these objectives and outline the path of measurement. The goals can
be both short and long term.]
3.2 Marketing Strategy
[Using the marketing mix outline the marketing strategy adopted to provide your services ‘to
the right people at the right time and place, at the right price’. Describe your product/service,
outline its features, benefits and how it fulfils customer need/want. Discuss the pricing
strategy adopted, is it value based or cost based, explain how it will assist in achieving your
objectives. Provide a detailed overview of your promotional and advertising plan, and explain
how you will get your product to your customer. Explain the environment/location of your
service, distribution channel, and actions taken to control quality, the buying experience
process and people involved in the business. Discuss how you are going to add value to the
customer.]
3.3 Marketing Plan
[Discuss the steps taken to achieve the objectives listed above. Describe tactics used, how
they will be measured and estimated completion date.]
3.4 Advertising and Sales
[For each advertising and promotional initiative, outline the type of planned promotion
(online, print media, mail-out, giveaway, event etc), why you have decided to use this
method, when it will be used and how. Show costs, estimated return on investments and
back up your assumptions.]
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[Company Name] Marketing Plan [Year]
4. Finances
4.1 Marketing budget
[The marketing budget shows the reader how much it is going to cost to carry out the
activities described in your marketing plan. It is common practice to show a snippet of the
table in this section, with a reference to find the full budget at the back in the appendix]
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[Company Name] Marketing Plan [Year]
5. Contingency plan
[External factors, factors that are out of your control can impact your original plan. Planning
ahead and predicting hindering factors and formulating alternative solutions can assist in
minimising the impact]
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[Company Name] Marketing Plan [Year]
6. Monitoring and measuring
[Regularly review the progress of your marketing activity. Ensure monitoring methods are
effective and measured data is useful.]
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[Company Name] Marketing Plan [Year]
Appendix
[Include the full marketing budget and any other supporting document that could strengthen
your marketing plan. Ensure these documents are referred throughout the report. It is
common practice to label them as figures, tables etc.]
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