Marketing Plan Template for
Avaya BusinessPartners
How to use this template
This Marketing Plan Template was designed to work in conjunction with the How to Write an Effective
Marketing Plan Quick Start Guide. This template serves as the basis of a Marketing Plan, outlining the
relevant sections as well as recommendations for the length of each section, whereas information about
how to compose the body of the plan is found within the Quick Start Guide. Please refer to the pages
noted in red to learn more about each topic. (For example, to find information about what is a Mission
Statement is and how to write one please refer to page [4] of the Quick Start Guide.)
Marketing Plan
A. Executive Summary – Purpose (1 pg) [Page 4]
a. Mission Statement
b. Company History
c.
Resources and Competencies
d. Environment
B. Situational Analysis (1-2 pgs) [Page 5]
a. Product Analysis (2-3 pgs)
i. Current product
ii. Product pricing
iii. Product Placement/distribution
iv. Product promotion
b. Current Target Markets (2-3 pgs)
i. Marketing approach
ii. Demographic/psychographic profile
iii. Targeted Customers
iv. Purchase Process
v. Market Size Estimates
c.
Competitor Analysis (4-5 pgs) [Page 6]
i. Direct Competitors
ii. Competitor Strengths and Weaknesses
iii. Competitive Trends
d. Financial Analysis (2-4 pgs)
i. Current Sales Analysis
ii. Profitability Analysis
e. Business/Marketing Analysis (1-3 pgs) [Page 7]
i. Economic
ii. Regulatory or Political
iii. Technology
iv. Legal
v. Geographic
vi. Seasonal
vii. Vertical or Market Specific
f.
Summary of Current Situation
i. SWOT analysis (strengths, weaknesses, opportunities, threats)
C. Marketing Strategy and Objectives [Page 8]
a. Marketing Strategy (1pg)
i. Market Growth
ii. New Market Development
iii. Market Stability
iv. Cost Control
v. Market Exit
b. Financial Objectives (1pg)
i. Customer Sales
ii. Margins
iii. Profitability
iv. Ratios
c.
Marketing Objectives (1-2 pgs) [Page 9]
i. Target Market Objectives
ii. Branding and Demand Generation Objectives
iii. Market Research Objectives
iv. Internal Resource Objections
v. Other Objectives
d. Tactical Marketing Programs [Page 11]
i. Target Markets (1-2 pgs)
ii. Product and Promotion (4-10 pgs) [Page 12]
iii. Pricing (1-3 pgs) [Page 13]
D. Budgeting Analysis & Implementation
a. Marketing Budget (2-3 pgs) [Page 14]
i. Break down each tactical strategy
ii. Show detailed spending timetables by month and by year
iii. Show spending by products and services, business segments, and geographic
area
b. Performance Analysis (1-3 pgs) [Page 15]
i. Recommended Success Metrics
ii. Marketing Contribution
iii. Breakeven Analysis
c.
Implementation Plan (1-2 pgs)
E. Additional Considerations [Page 16]
a. Internal Factors
b. External Factors
c.
Research Limitations