12
SENIOR HIGH SCHOOL
PRINCIPLES OF MARKETING
Quarter 4 – Module 7
Mini-Marketing Plan Presentation
Principles of Marketing – Grade 12
Alternative Delivery Mode
Quarter 4 – Module 7: Mini-Marketing Plan Presentation
First Edition, 2020
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Principles of Marketing
Quarter 4 – Module 7
Mini-Marketing Plan
Presentation
I
Through religious reading of this ADM and by doing the given
tasks, students may reach the following objectives:
LEARNING COMPETENCY:
Present a mini-marketing plan, orally and in writing (ABM_PM11IIgj-25)
OBJECTIVES:
K: Identify the essential components in preparing a mini
marketing plan;
S: Present a mini-marketing plan;
A: Discuss the importance of identifying the essential
components of a marketing plan and presenting a minimarketing plan.
2
I
Task 1
Directions: Identify what is asked in each item. Choices are found inside the box. Write only
the letter of the correct answer in your notebook/answer sheet.
A. Executive Summary
B. Study Background
C. Macro-environmental analysis
D. Opportunities and Threats
E. Micro-environmental analysis
F. The Market
G. Marketing objectives
H. Tactical implementation
I. Marketing Budget
J. Financial projections
K. Topic
1.
2.
It has market size, market trends and market needs.
Portion of a marketing plan that may include brand awareness target and sales revenue
objectives. They must be specific, measurable, attainable, realistic and time-bounded.
3. A component of a marketing plan that develops tactics for each strategy. Some strategies
may only require a little a two tactical plan, while others may need to be supported by
five or more tactics.
4. On this part of the marketing plan , indicates the total cost involved in the
implementation of the proposed marketing plan.
5. At the point, financial viability of the proposed marketing plan is presented.
6. Part of the marketing plan that outlines the most important findings from your research.
It is a summary of the entire marketing strategy. It offers a high-level overview of your
overall brand objectives, marketing goals and marketing activities.
7. Contains brief history of the company, mission and vision and product/service offerings
8. Component of a marketing plan that makes an assessment on each of the company’s
macro-environments.
9. Part of the marketing plan that enumerates identified opportunities and threats from the
macro-environment analysis.
10. A component of a marketing plan that talks about company, supplier, marketing
intermediaries, customers, competitions and public.
3
’s In
Task 2
In every business no matter how big or small, writing a marketing plan is important to
sustain its operation. A marketing plan helps you promote products and services in your
business that meet the needs of your target market. It requires research, time and commitment,
but is a very valuable process that can greatly contribute to your business success.
Now, I want you to choose a word/group of words found inside the box you think that
highlights or best describes Marketing plan.
-Identifying target customers
-Roadmap
-Create repeat customers
-Communication Intervention
-Document/blue print
-Business activities
-Feasibility study
- Business plan
-Accomplishing specific marketing objectives within a set time frame
Marketing Plan
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
Task 2 explains why a business must write a marketing plan.
Why write a Marketing Plan?
Whether you are just starting your business or thinking about growing your
operations, a good marketing plan includes everything from identifying your target
customers to how you will reach them to how you will create repeat buyers. Your
marketing plan is the road map you will use to get unlimited customer loyalty and
improve the success of your organization.
4
’s New
TASK 3
In writing a marketing plan, factors of marketing analysis must be included.
Instructions: Identify the following words enumerated below if it is Micro-environment or
Macro-environment. Write your answers in your activity notebook
Micro-environment
or
Macro-environment
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
The company
Economic
Supplier
Politico-legal
Marketing intermediaries
Socio-cultural
Customers
Demographic
Competition
Technological
Public
Natural
is It
A Marketing Plan is a comprehensive document or blueprint that outlines a
company’s advertising and marketing efforts for the coming year. It describes business
activities involved in accomplishing specific marketing objectives within a set time frame.
Marketing Plans can be put together for new products or for existing products - so
long as it is a product that requires a communication intervention, then a marketing plan can
be put together for it.
5
It should be noted that a marketing plan is NOT any of the following:
•
•
Business Plan. A business plan is a road map for a business. It is involved more with
analyzing a current business model and proposing strategies for making it achieve
critical objectives.
Feasibility Study. A feasibility study is a proposal for a new business. Here,
everything is still in a conceptual phase, down to the market opportunities that seek to
be addressed. A feasibility study may include a section that behaves like a marketing
plan as it outlines market communication strategies for the proposed business. But as
a whole, a feasibility study is all about whether or not a business idea can fly-mapping
out all the tasks that have to be accomplished, the investment that needs to be poured
into the enterprise, and the expected return on investment.
At this point, you are now ready to combine and integrate all the knowledge and
learning you have acquired on the basic principles of marketing. There is no way better for
you to demonstrate this than through the preparation of a mini-marketing plan.
Below is a brief outline of a mini-marketing plan:
I. Executive summary
II. Background of the Study
a. Brief history of the company
b. Mission and Vision
c. Product/service offerings
III. Macro-environmental analysis
a. Economic
b. Politico-legal
c. Socio-cultural
d. Demographic
e. Technological
f. Natural
IV. Opportunities and Threats
V. Micro-environmental Analysis
a. The company
b. Suppliers
c. Marketing Intermediaries
d. Customers
e. Competition
f. Publics
VI. Strengths and Weaknesses
VII. The Market
a. Market size
b. Market needs
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c. Market trends
VIII. Marketing Objectives
IX. Marketing Strategies
A. Product/service strategy
1. Target Market
2. Brand positioning
B. Pricing strategy
C. Distribution strategy
D. Advertising and promotions strategy
X. Tactical Implementation
XI. Marketing Budget
XII. Feedback and Control
XIII. Financial projections
Let us now proceed to complete each part of the plan:
I. Executive Summary
The executive summary presents, in a very concise manner, vital Information
contained in the marketing plan such as its marketing objectives, strategy recommendations,
marketing budget, projected sales, and profitability. A well-written executive summary is
usually no longer than one or two pages. Because it is a summary of the significant points and
figures contained in the marketing plan, the executive summary can only be composed after
the marketing plan is completed.
II. Background of the Study
A. Brief history of the company
• As the starting point for your paper, select a product brand.
• Identify its manufacturer and write a brief history of this company.
Most companies’ historical background can be found in the internet.
Whenever you use material from the Internet, always cite your source.
B. Mission and vision
• Research on the company’s mission and vision through the internet.
These statements can give you a vital information on its business
philosophy and long-term directions.
C. Product/service offerings
• List down the company’s current product offerings, classifying them
by type (hair care, personal care, home care, etc) and also indicate their
suggested retail prices (SRP). This product listing can determine the
specific role your selected product brand plays in the company’s entire
product offering or product portfolio.
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III. Macro-Environmental Analysis
Make an assessment on each of the company’s macro-environments. Get the latest
data possible. A marketing plan of a particular product is a plan of action for the future and is
intended to be implemented in the coming year. It is therefore important that after accessing
current information, secure also authoritative information on how figures may look like in the
following year. Since the marketing plan is to be implemented a year after, it is the following
year’s macro-economic environment that the product will have to contend with. Future
indicators are readily available on the internet.
A. Economic
Latest economic data is projected. Inflation rate and peso-dollar exchange rates are
usually critical in determining future cost, price, and consumer purchasing power. Gross
Domestic Product (GDP) can indicate the general business environment in the coming year.
These data are available at the Bangko Sentral ng Pilipinas website (www.bsp.gov.ph). Make
sure only relevant economic data are used. Economic factors should be concisely stated and
the accompanied figures and projections acquired should also be indicated.
B. Politico-legal
The political macro-environment is assessed. Unless there is obvious political
stability, there is no need to project the political environment. An exception would be a
national election, which may cause the economic and business climate to change
dramatically. Bills currently pending on the senate or in congress that may be enacted into
law in the coming year should be considered.
C. Socio-cultural
Identify relevant socio-cultural factors that may affect the manner of how the selected
brand will be marketed. There may, however, be no possible change in the coming years
because socio-cultural factors take years, if not generation, to change.
D. Demographic
Based on target market, cite current and relevant figures that may affect the
marketability of the product. Therefore, if and target market is “female residents of Metro
Manila between the ages of 18 and 25, who are career oriented,” determine the population of
Metro Manila, the gender mix of population, and the distribution of the population by age are
all relevant to your brands marketability. As discussed in psychographic segmentation (“who
are career oriented”) is important in determining consumer behavior, there is little to on
Philippine population psychographic information available on the internet. Because it takes
many years before demographic trends to change substantially, there is no need to project
demographic data acquired.
8
E. Technological
Depending on the industry relevant technological developments that may favorably or
unfavorably affect the chosen brand. This may include, for example, a new production
process which the company can adopt to reduce manufacturing cost, or an innovative type of
packaging, the patent of which may be owned by one of the competitors.
F. Natural
A thorough analysis of the natural macro-environment is undertaken in this section:
pollution, global warning and acts of God, among others. There’s no need to project this into
the marketing plan’s implementation phase, however, because this issues are not volatile over
the short term period
IV. Opportunities and Threats
Enumerate identified opportunities and threats from the macro-environment analysis.
Arrange them chronologically. Relate them directly to a specific macro-environmental factor
and justify why they classified as opportunities or threats.
V. Micro-Environmental Analysis
The six micro-environmental factors assessed and evaluated. Because the microenvironment is not expected to change dramatically over the short-term, it is largely
unnecessary to project the situation to the following year. The only aspect which may
situationally require projection is the competitive situation. It may be possible that there is
public knowledge of the entry of new competitor that may affect the industry’s competitive
landscape.
A. The company
The company is evaluated in terms of its organizational ability to implement
marketing strategies. The relationship among functional areas must be evaluated to determine
if there are bottlenecks in decision-making, and if other functional departments are supportive
of the marketing. It would also be helpful to look at the latest company income statement to
evaluate the company’s cost structure. Financial statements are available from the Securities
and Exchange Commission.
B. Supplier
In this section, the relationship between the company and its suppliers is assessed.
This is especially for suppliers involved in the supply of raw materials vital to product
manufacturing. Any opportunities to improve the company’s supply chain should also be
investigated with the objective of reducing the product cost and increasing value to the
customers.
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C. Marketing intermediaries
The company’s distribution network is illustrated and explained in this section. The
choice of distribution type is reviewed and possible improvements in intermediary
relationships is determined.
D. Customers
In this section of the marketing plan, identification of the geographic, demographic
and psychographic profile of the brand’s typical customer is expected. The buying behavior
should be explained and understood, e.g. why they buy, where they buy, how frequently they
buy, and how they use your product.
E. Competition
This is where the brand competitors and the companies that manufacture them are
identified. If necessary, draw a perceptual map to identify the closest competitors. Identify
also the relative positions of the different competing brands (including your own) in terms of
market share. It would also be important to discuss the recent competitive actions of the
competitors in order to anticipate how they will most likely respond to the proposed
marketing strategies.
F. Publics
Evaluate the company’s relationship with its publics; corporate stockholders, the
community, financial institutions, media, the government, and society as a whole. This can
prevent any future need for the company to engage in public relations and publicity.
VI. Strengths and Weaknesses
Enumerate the identified strength and weaknesses from the micro- environmental
analysis. Arrange them chronologically. Relate them directly to a specific microenvironmental factor and justify why they are classified as strength and weaknesses.
VII. The Market
A. Market size
Show the size of your market. The total market is the sum total of the group of
individual or organizational consumers who have both the willingness and financial
capability to purchase a particular product or service. If you can identify your industry
competitors, simply add the total sales of all different brands to arrive at the market size. If
this information is not available, you may need to conduct interviews or surveys to determine
purchase size, frequency of purchase, and average price paid. When this is combined with the
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market population data you will arrive at market size. Market size is expressed either in units
or in value (pesos).
B. Market needs
Know your market intimately to be able to serve its needs. Understand and express
what exactly the market is looking for in the product that you are offering. Describe the
market needs and wants and its value perceptions of various product/service attributes.
C. Market trends
A market trend is a perceived tendency of financial markets to move in a particular
direction over time. ... A trend can only be determined in hindsight, since at any time prices
in the future are not known.
VIII. Marketing Objectives
In this section state the marketing objectives. Arrange the objectives in sequence.
Marketing objectives may include brand awareness target and sales revenue objectives. They
must be specific, measurable, attainable, realistic and time-bounded. An example of
marketing objective pertaining to brand awareness is as follows:
“To attain a brand awareness level of 65 % by December 31, 2021”
IX. Marketing Strategies
In this chapter, marketing strategies are proposed based on a thorough analysis of
opportunities and threats, strengths and weaknesses, and the market for the proposed
product/service. Strategies must collectively be able to achieve all marketing objectives.
A. Product/Service
Product or service should be fully explained. Indicate any innovations you
plan to implement in your product or service; e.g. a change in packaging label,
supplements on your service offering, etc. Identify the value proposition or unique
selling proposition of the product/service.
1. Target Market
Describe in detail the target market of the product/service. Use as
many or a few segmentation variables as necessary to outline the target
market’s geographic, demographic, and psychographic profile. Quantify the
size of your target market. If you plan to expand, contract, or totally change
your brands present target markets, indicate the changes and justify it
convincingly.
2.
Brand positioning
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State the current positioning of the brand/service. Fully explain if you
think it is relevant for use. If revision is needed, state the proposed alternative
brand positioning. Fully justify the proposed brand positioning and explain
convincingly why it is more appropriate than the current one. Remember that
positioning of your proposed product/service must be unique, beneficial and
credible, and must revolve around a product or a service attribute that is
relevant to your target market.
B. Pricing strategy
Based on the marketing objective formulated, decide on a general pricing
strategy for the brand. It is possible to implement general pricing strategies for a
brand during an operating year. For example, a brand may have a general strategy of
going-rate-pricing but implement promotional pricing during the last quarter of the
year.
C. Distribution Strategy
Review the brands current distribution strategy to determine if it is still
applicable for the marketing plan’s implementing period. When adjustments or
modification are required, give recommendations as to how the selected brand can be
distributed more efficiently.
D. Advertising and Promotional Strategy
In this section, propose your advertising and promotion strategy. Based on the
advertising and promotional objectives and target audience profile, decide on the
message, creative style, vehicles, media you will utilize. Provide details of media and
promotional plan, including locations for advertising placements, their frequency and
approximate cost. Also indicate the mechanics of the trade and consumer promotions.
If any, their corresponding costs. Select media carefully, giving consideration on cost
effectiveness.
X. Tactical Implementation
Develop tactics for each strategy. Some strategies may only require a little a two
tactical plan, while others may need to be supported by five or more tactics. In essence, there
is no precise number of tactics per strategy. There should be as many tactics as necessary to
ensure the success of the strategy, but no additional tactics may be proposed if it does not
contribute to successful strategy implementation.
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Write a brief discussion of the operating details of each tactic including the timetable
as to when each will be implemented. An example of this is provided below:
Marketing strategy / Tactical strategy: Market development
Tactics
Establish a
warehouse in Cebu
Operating Details
To accommodate
store merchandise to
support Cebu retail
operations
Time Table
September 2021
Hire and train Cebu
store personnel
Hiring must be
localized and
extensive training
undertaken to
maximize customer
service
September 2021
Open a retail outlet
in Cebu
This is to take
advantage of the
growing market in the
Visayas
October 2021
XI. Marketing Budget
In this chapter, indicate the total cost involved in the implementation of the proposed
marketing plan. Only third party expenditures are to be included in the marketing budget.
Capital expenditures like retail outlet construction expenses and the purchase of packaging,
machinery, are excluded from the marketing budget.
An example below:
Marketing Budget 2021
Advertising expenses, which include the ff:
Television
Radio
Newspaper
Leaflets
₱ 10, 600, 000.00
7, 500, 000.00
1, 870, 000.00
1, 230, 000.00
25, 000.00
Point-of-purchase materials
220, 000.00
Sales promotions
650, 000.00
₱ 11, 495, 000.00
Total
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XII. Feedback and Control
The purpose of this section is to ensure that each of the tactics is carried out as
planned. There should be feedback and control write up for each of your tactics. In paragraph
for discuss individual tactic benchmark or milestone to indicate that the tactics is
implemented according to plan. Corrective measures that can be taken to ensure adherence to
plan must be developed; e.g. reporting procedures and forms, coordination among parties and
accountabilities.
An example is shown below:
Action Plan: Hire and Train Cebu Store Personnel
Timetable:
September 2021
By the end of August 2021, personnel required for all position in the Cebu store
should already have been screened and prequalified. If this deadline will not be met, the
company should contact a local employment office to fill in missing positions. At the latest,
this should be completed by September 10, 2021. Training should commence immediately on
September 12 to be completed by September 28, 2021. At this point, the company should
subject all who have completed the necessary training to standard performance appraisal to
determine which trainees will be hired. By September 30, 2021 the trainee should be
informed of their hiring status. If there are no qualified trainees for specific critical positions
such as Assistant Store Manager and Store Inventory Supervisor, qualified employees from
Manila stores shall be flown in to temporarily occupy these positions. Continuous
recruitment, prequalification and training for unfilled Cebu store positions shall continue by
October 2021, however all vacant position should be filled.
XIII. Financial Projections
At the point, present the financial viability of your proposed marketing plan. The
latest available income statement of your company can be used.
Note: For sample marketing plan. . .you may visit this site:
https://www.disruptiveadvertising.com/marketing/marketing-plan-sample/
14
’s More
Task 4
Direction: Answer the following questions in your activity notebook.
1. How important is marketing plan in business?
2. If one of the essential components in the marketing plan, ( i.e Feedback and Control ) is
missed/disregarded, what do you think will happen to the marketing plan? Why?
Answer the task guided by these rubrics:
4-5 points
Response to the question is well organized and clearly written;
there is evidence of planning before writing"
2-3 points
Does not address the question clearly.
0-1 point
Does not address the problem.
I Have Learned
Task 5
Direction: Fill in the missing component or element in the outline given in preparing a mini
marketing plan.
1. Complete the mini marketing outline and briefly describe each
I. ______________________
II. Background of the Study
a. Brief history of the company
b. ______________________
c. Products service offerings
III. Macro environmental analysis
a. Economic
b. Politico-legal
c. _______________________
d. Demographic
e. Technological
f. Natural
V. Micro-environmental analysis
a. The company
b. Suppliers
c. Marketing intermediaries
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d. ___________________________
e. Competition
f. Publics
VI. ______________________________
VII. The market
a. Market size
b. Market needs
c. Market trends
VIII. Marketing objectives
IX. ___________________________________
a. Product/service strategy
1. Target market
2. _______________
b. Pricing strategy
c. Distribution strategy
d. Advertising and promotion strategy
X. Tactical implementation
XI. _____________________________________
XII. Feedback and control
XIII. _____________________________________
I Can Do
Task 6 - Mini-marketing plan
You are required to submit a mini-marketing plan based on the format given above.
The mini marketing plan will be graded based on the rubrics presented below:
You can choose your own product and services you want to create as
your basis in making your mini-marketing plan by including the
following:
Name of your Company:
Product/services offered:
Product description:
Location of business:
16
Rubrics
Level of Achievement
Excellent (3 points)
Satisfactory (2 pts)
Unacceptable (1 pt)
Introduction
The introduction
clearly and concisely
introduces the
purpose of the
marketing plan
The introduction is
somewhat unclear
and/or not concise in
stating the purpose of
the marketing plan
There is no
introduction
that states the purpose
of
the marketing plan
Company
analysis
Information about the
company or
organization is
thoroughly and
clearly reported,
including such
things as the type of
product or service,
employees company
history, previous and
current
marketing efforts,
current knowledge of
customer and
competitors etc.
Information about the
company or
organization is, for
the
most part, thoroughly
and clearly reported.
But some information
that may be critical to
the marketing plan is
missing
Company or
organization
is provided but there
is a
great deal of potential
important information
missing.
Market
definition,
Potential,
Demand
A visual depiction
Either the visual
and verbal
depiction or verbal
description of the
description of the
market definition is
market definition is
provided
missing. Both maybe
that is reasonable and provided but not clear
based on the company or reasonable. One of
or organization.
the
Reasonable estimates stimates/calculations
or
for market potential
calculations of market market demand and
potential, market
company demand are
demand and company
missing or clearly
demand
miscalculated.
are provided and
clearly stated.
A thorough SWOT
SWOT analysis is
analysis is provided,
provided, but there
based on preceding
are some missing
analysis. Reasoning points from preceding
for each item in the
analysis. Reasoning
SWOT is provided
for each item is not
and logical. Strengths
always thoroughly
There is no visual
depiction of the
market definition.
More than one
estimate/calculation
of arket potential,
market demand and
company demand are
missing or
clearly miscalculated
Criteria
SWOT
Analysis
17
SWOT analysis is
provided
but there are more
than
six missing points
from
preceding analysis.
and
weaknesses are
clearly internal
factors, while
opportunities and
threats are clearly
external factor
provided and/or
logical. One or two
strengths/weaknesses
are external, or
one/two
opportunities/threats
are internal
There
is no reasonable
points
provided for the
items. More than two
strengths/weaknesses
or
opportunities/threats
are inappropriate.
Marketing
The marketing
Linkage of marketing Marketing goals and
objectives and
objectives and goals
objectives and goals objectives are missing
goals
are clearly related to
to
or those that are
the
company/organization
identified are not
company/organization mission is not clearly
quantified or are
mission. Objectives
stated. Some of the
inappropriate
and goals are clearly
objectives and goal
stated
are unclear and/or not
and appropriately
appropriately
quantified.
quantified.
Marketing
The marketing
Marketing strategy is
The marketing
Strategy
direction that will
identified but is
strategy is
frame marketing
unclear or unspecific missing or is illogical
tactics of the
in some aspects. The
given the marketing
marketing plan is
marketing strategy is objectives and goals.
clearly and
logically linked to the
specifically stated in
marketing objectives
3-5 sentences. The
and goals
marketing strategy is
logically link to the
marketing objectives.
Implementation
A thorough and
An implementation
An implementation
and control
specific
plan is identified, but
plan is
Implementation plan one to two tactics are
identified, but more
is clearly identified
not addressed.
than
for every
Specifically of some
two tactics are not
tactic; the plan
components of the
addressed, and the
identifies who is
plan could be
plan
responsible for
improved. The
generally lacks
implementing the
company will be able
specificity.
tactic, when it should
to use the plan to
Because of missing
be
implement the
information, the plan
implemented, the
marketing plan, but
will
cost measurement
maybe confused
not help the
of effectiveness, and
about some aspects
company/organization
any other relevant
because of missing
implement the
information
information
marketing
plan
Conclusion
A brief summary that
A summary of
There is no
identifies the
expected outcome is
conclusion.
expected outcomes
provided but lacks
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Writing styles
Grammar
spelling and
formatting
with successful
implementation of the
marketing plan is
clearly presented in
short paragraph
The plan has writing
style that is uniform
throughout the paper
and appropriate for
this type of written
project. There is no
indication that the
paper involved
multiple authors.
The plan has been
thoroughly spell
checked and
Proofread. There are
no to almost none
grammatical
errors. There are no
formatting errors
clarity.
lacks uniformity at
times and is not
always appropriate
for a marketing plan.
There is some
indication of multiple
authors (different
fonts, different paper
etc)
There are few
spelling
and/or grammatical
errors. There are one
to three grammatical
errors.
The plan is clearly the
works of multiple
authors
with different writing
styles, margins,
printer
fonts, paper types
There are frequent
misspelled words,
serious
grammatical errors,
and
formatting errors,
indicating that time
was
not taken to spellcheck
and proofread.
Grade Equivalence
Criteria Points
Introduction
Company analysis
Market
Definition, potential and
demand
SWOT analysis
Marketing objectives and
goals
Marketing strategy
Implementation and control
Conclusion
Points
Grade
Equivalent (30 points = 100%)
Points earned
Description
25-30
19-24
13-18
7-12
proficient
1-6
Writing styles
Grammar Spelling
and formatting
19
%
94-100
88-93
82-87
76-81
Outstanding
Exemplary
Proficient
Partially
70-75
Incomplete
Task 7
Directions: Identify what is asked in each item. Choices are found inside the box. Write only
the letter of the correct answer in your notebook/answer sheet.
A. Executive Summary
B. Study Background
C. Macro-environmental analysis
D. Opportunities and Threats
E. Micro-environmental analysis
F. The market
G. Marketing objectives
H. Tactical implementation
I. Marketing Budget
J. Financial projections
1.
K. Topic
Presents vital information contained in the marketing plan such as its marketing
objectives, strategy recommendations, marketing budget, projected sales, and
profitability.
2. Contains brief history of the company, mission and vision and product/service offerings
3. Component of a marketing plan that makes an assessment on each of the company’s
macro-environments.
4. Part of the marketing plan that enumerates identified opportunities and threats from the
macro-environment analysis.
5. A component of a marketing plan that talks about company, supplier, marketing
intermediaries, customers, competitions and public.
6. It has market size, market trends and market needs.
7. Portion of a marketing plan that may include brand awareness target and sales revenue
objectives. They must be specific, measurable, attainable, realistic and time-bounded.
8. A component of a marketing plan that develops tactics for each strategy. Some strategies
may only require a little a two tactical plan, while others may need to be supported by
five or more tactics.
9. On this part of the marketing plan, indicates the total cost involved in the implementation
of the proposed marketing plan.
10. At this point, financial viability of the proposed marketing plan is presented.
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Reflection
Complete the following statements. Write your statements in your activity notebook/ answer
sheet.
1.
2.
3.
As a student, I have learned that ____________________________________________.
As a student, it is very important for us to learn that_____________________________.
Using the knowledge I have learned in this lesson, I will be able
to_____________________________________________________________________.
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1. B
Assessment/TASK 7
6. A
10. I
5. G
9. E
4. C
8. H
3. J
7. F
2. D
What I can do/Task 6
Answers may vary
(with attached rubrics)
What I have learned/TASK 5
I.
B.
C.
IV.
D.
VI.
IX.
2.
XI.
XIII.
What’s New/Task 4
Answers may vary
(with attached rubrics)
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Executive
Summary
Mission and Vision
Socio-cultural
Opportunities and Threats
Customers
Strengths and Weaknesses
Marketing Strategies
Brand Positioning
Marketing Budget
Financial Projection
What’s New/Task 3
1. The company- Micro-Environment
2. Economic - Macro-environment
3. Supplier - Micro-environment
4. Politico-legal - Macro-environment
5. Marketing intermediaries-Micro-environment
6. Socio-cultural - Macro-environment
7. Customers - Micro-environment
8. Demographic- Macro-environment
9. Competition - Micro-environment
10. Technological - Macro-environment
11. Publics - Micro-environment
What’s New/Task 2
-Identifying target customers -Roadmap
-Create repeat customers
-Communication Intervention
-Document/blue print
-Business activities
-accomplishing specific marketing objectives within a set
time frame
What I Know/Task 1
9. D
4. I
8. C
3. H
7. B
2. G
6. A
1. E
5. J
10. E
Glossary
Marketing Plan - is an operational document that outlines an advertising strategy that an
organization will implement to generate leads and reach its target market.
Micro-Environment - refers to the environment comprising of all the actors of an
organization's immediate environment which influences the performance of the company, as
they have a direct bearing on the firm's regular business operations.
Macro-Environment - is the set of external factors and forces, not controlled by the
company, that influence its development. It mainly includes demographic, economic,
cultural, technological, legal or political elements.
SWOT - stands for Strengths, Weaknesses, Opportunities, and Threats
SWOT Analysis - is a technique for assessing these four aspects of your business. You can
use SWOT Analysis to make the most of what you've got, to your organization's best
advantage.
Target market - is the set of consumers that a company plans to sell to or reach
with marketing activities
Market size - is made up of the total number of potential buyers of a product or service
within a given market
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References
Book
Ilano, A.B. (2016). Principles of Marketing. Rex Book Store: 856 Nicanor Reyes, Sr. St.
Online sources
Anonymous (2020). Part 1: Ultimate Marketing Strategy Template [Updated] – The
Executive Summary. Lion Spirit Media. Retrieved from:
https://lionspiritmedia.co.uk/ultimate-marketing-strategy-template-executivesummary/#:~:text=The%20executive%20summary%20is%20the,marketing%20goals%20and
%20marketing%20activities. [Accessed on April 28, 2021]
Anonymous (n.d.). Marketing Plan. Entrepreneur Asia Pacific. Retrieved from:
https://www.entrepreneur.com/encyclopedia/marketingplan#:~:text=Definition%3A%20The%20written%20document%20that,to%20reach%20your
%20marketing%20goals. [Accessed on March 15, 2021]
“Marketing Plan Template”, Wyoming SBDC Network, accessed March 15, 2021,
https://www.sba.gov/sites/default/files/201912/Sample_Marketing_Plan_Template.pdf
Tanner, A. (n.d.) What is Market Trend Analysis: Definition & Examples. Study.com,
Retrieved
from:
https://study.com/academy/lesson/what-is-market-analysis-definitionexamples.html. [Accessed March 16, 2021]
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