THE MARKETING PLAN
Additional information can be found in Chapter 9-4 & 9-5 (p.259-269)
Marketing Plan - a clear written description of the marketing strategies of a business and the way the business
will operate and accomplish each strategy
- required info: company performance, competitor performance, changes outside the
company, and current and prospective customer information
MARKETING PLAN OUTLINE
I. Market Analysis
A. Purpose and mission of the business (identifies the nature or the business and why it exists)
B. Description of current markets and strategies
C. Primary competitors and their strengths and weaknesses
D. External environment analysis
1.
2.
3.
4.
5.
6.
Economy
Laws and regulations
Costs
Competition and alternatives
Technology
Social factors
E. Internal analysis
1. Strengths
2. Weaknesses
3. Anticipated changes
II. Marketing Strategy
A. Marketing goals and expected outcomes
B. Target market description
1. Identifying characteristics (demographics, psychographics, etc.)
2. Unique needs, attitudes, and behaviors
C. Marketing mix description
1. Product (or service)
2. Place
3. Pricing
4. Promotion
D. Positioning statement (description of the unique qualities of the marketing mix that make it different from
the competition and satisfying to the target market)
III. Action plans
A. Activity schedule
1. Responsibilities
2. Schedule
3. Budget
B. Evaluation procedures
1. Evidence of success
2. Method of collecting evidence