Three Year Marketing Strategy PRO FORMA
Start date:
End date:
MISSION/VISION STATEMENT
Introduction - Current Situation Analyses and background to the organisation
Briefly outline the history of your organisation to date, the current products you offer and markets you serve.
Say something about the competition and where you sit in relation to them – are you well placed to meet marketing needs and do
you have a competitive edge?
What situation/environment does the organisation sit within - for example – is it a volatile market, what are key factors influencing the
organisation, what is the political climate, what key challenges do you face over the next three years? How can you work with key
partners to build and strengthen the organisation?
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Catherine Beedell DipM MCIM Aug 11
SWOT Analyses
Strengths
Weaknesses/Areas for Development
Opportunities
Threats
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Catherine Beedell DipM MCIM Aug 11
Products/Services and Market Segments
Identify all products/services to be offered over next three years and allocate timescales for their introduction.
Try to predict the life cycle of the product/service – i.e is it a one off, or is the life cycle expected to grow, peak and drop off,
or to grow and grow. Also identify the market segments to which the product will be offered and promoted.
Product/Services
Price
Time of Introduction
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Catherine Beedell DipM MCIM Aug 11
Product Life Cycle
Market Segments
Promotion/Communications Strategy
For each product/service and market segment, identify your communications strategy as follows:
Product
Market
Segment
Strengths/Benefits
Method/s of promotion
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Catherine Beedell DipM MCIM Aug 11
Timescale
Who will be
responsible
What will it
cost
How will the
promotion be
evaluated
Market Research
What research will you carry out in advance of introducing a new product/service?
New Product/Service
Research activities and
methods
By when
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Catherine Beedell DipM MCIM Aug 11
Any other comments
Quality and Customer Satisfaction Monitoring
How will you monitor quality of provision and gather customer feedback?
Product/Service
Method of Monitoring Quality
and Gathering Customer
Feedback
How will the evidence be
used to inform marketing
strategy and service
development?
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Catherine Beedell DipM MCIM Aug 11
Other comments
Marketing Budget
This is a summary over 3 years of the costs you identified in the promotional strategy pro forma above.
Activity
Cost
Finance Year
Source if Income
TOTAL COST: Year 1/2/3
Summary
Summarise – what are the key areas for product development and market development over the next 3 years?
What are the resource implications.
How will this impact upon the business plan and the organisation?
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Catherine Beedell DipM MCIM Aug 11