Entrepreneurship & Innovation Learning Center
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Marketing Plan Outline
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Why write a marketing plan?
• Yearly planning process within the marketing function.
• Introducing a new product, new strategy, entering new markets, fixing an existing problem.
• A component of a business plan.
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Overview of the plan.
• Purpose and mission of the business or strategy.
• Situational analysis.
• Marketing strategy and objectives.
• Projections.
• Budgets and performance analysis and implementation.
• Projections.
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I. Executive Summary
One-page high-level summary of the marketing plan. Highlight why is this plan being written, new
strategies and products, budgets, performance criteria, and projections.
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II. The Challenge
Mission statement:
• Why is the company in business?
• What markets do we serve and why do we serve these markets?
• In general terms, what are the main benefits we offer our customers?
- e.g., a low price software provider may state they offer “practical and highly affordable
business solutions”
• What does this company want to be known for?
• What is the company out to prove to the industry, customers, partners, employees, etc.?
• What is the general corporate philosophy for doing business?
• What products/services does the company offer?
• In developing the vision presented in the mission statement consider:
• Company History
• How company started and major events of the company, products, markets served, etc.
• Resources and Competencies
• Consider what the company currently possesses by answering the following:
• What are we good at?
• What is special about us compared to current and future competitors?
• What do we do that gives us a competitive advantage?
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Web: Entrepreneurship.Saddleback.edu • Email: Entrepreneurship@Saddleback.edu
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Marketing Plan Outline
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Advertising Company
Johnson King is committed to delivering informed, media-savvy public relations services
based on a superior industry knowledge, a real understanding of the issues that affect both
our clients and their customers, and a genuine enthusiasm for what we do. Our aim is to act
as a trusted extension of our clients' marketing departments, producing results that directly
and positively impact on our clients' business objectives. Johnson King is also committed to
providing an informal yet professional working environment that encourages and rewards
creativity, insight, teamwork and enthusiasm. Johnson King's culture and philosophy is
based on a no nonsense' approach to public relations that values clarity of thought and
honesty of expression above empty promises and meaningless jargon.
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Construction Company
Krusinski Construction Company is a leader in providing value-added construction services
to our customers by creating a successful partnership with them throughout the construction
process. Our pledge is to establish lasting relationships with our customers by exceeding
their expectations and gaining their trust through exceptional performance by every member
of the construction team.
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Law Firm
The firm's mission is to provide a high quality, creative, and result - oriented legal team to
individuals and businesses, and serve as a primary resource and partner in all aspects of
clients' business growth and development.
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III. Situational Analysis
This section is a snapshot of where the business is at the time the plan was written.
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SWOT Analysis
Internal attributes - Strengths & Weaknesses
External attributes - Opportunities & Threats
PEST analysis
Political and legal environment
Economic environment
Social and cultural environment
Technological environment
Company Analysis
Goals
Focus
Culture
Strengths
Weaknesses
Market share
Customer Analysis
Number
Type
Value drivers
Decision process
Concentration of customer base for particular products
Marketing Plan Outline
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Competitor Analysis
Market position
Strengths
Weaknesses
Market shares
Collaborators
Subsidiaries, joint ventures, and distributors
IV. Market Segmentation
Description
Percent of sales
What they want
How they use the product
Support requirements
How to reach them
Price sensitivity
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V. Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the recommended strategy.
Alternatives might include discounting a product, re-branding, positioning as a premium or value
product.
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VI. Selected Marketing Strategy
Discuss thy the strategy was selected, then the marketing mix decisions (4 P’s) of product, price,
place, and promotion.
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Product
The product decision should consider the product’s advantages and how they will be leveraged.
Product decisions should include:
Brand name
Quality
Scope of product line
Warranty
Packaging
Price
Discuss pricing strategy, expected volume, and decisions for the following pricing variables:
List price
Discounts
Bundling
Payment terms and financing options
Leasing options
Marketing Plan Outline
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Place (distribution)
Decision variables include:
Distribution channels, such as direct mail, distributors and intermediates
Motivating the channel - for example, distributor margins
Criteria for evaluation distributors
Locations
Logistics, including transportation, warehousing, and order fulfillment
Promotion
Advertising
Public relations
Promotional programs
Budget, determine break-even point for any additional spending
Projected results of the promotional programs
VII. Short & Long-term Projections
The selected strategy’s immediate effects, expected long-term results, and any special actions
required to achieve them. This section may include forecasts of revenues and expenses as well
as the results of a break-even analysis
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VIII. Conclusion
Summarize all of the above.
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