MARKETING PLAN EVALUATION
COMPANY NAME
_____________________________________
TEAM MEMBERS NAMES _________________ _________________ _________________ _________________
EVALUATORS NAME
__________________________________
MET
I. EXECUTIVE SUMMARY: A high level summary of the marketing plan.
II. THE CHALLENGE - Brief description of the product to be marketed and
associated goals, such as sales figures and strategic goals.
III. SITUATION ANALYSIS
A. Company Analysis: Goals, Focus, Culture, Strengths, Weaknesses,
Market share
B. Customer Analysis: Number, Type, Value drivers, Decision process,
Concentration of customer base for particular products.
C. Competitor Analysis: Market position, Strengths, Weaknesses, Market
shares
D. Collaborators: Subsidiaries, Joint ventures, Distributors, etc.
E. Climate: Political and legal environment
a. PEST analysis (macro-environmental)
i. Political Factors – government regulations and legal
issues and define both formal and informal rules under
which the firm must operate.
1. Tax Policy
2. Employment Laws
3. Environmental regulations
4. Trade restrictions and tariffs
5. Political stability
ii. Economic Factors – affect the purchasing power of
potential customers and the firm’s cost of capital.
Factors of the macro economy include:
1. Economic Growth
CRITERIA
EVALUATION
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2. Interest Rates
3. Exchange Rates
4. Inflation Rates
iii. Social Factors – the demographic and cultural aspects
of the external macro environment. These factors
affect customer needs and the size of potential
markets.
1. Health Consciousness
2. Population Growth Rate
3. Age Distribution
4. Career Attitudes
5. Emphasis on Safety
iv. Technological Factors-can lower barriers to entry,
reduce minimum efficient production levels, and
influence outsourcing decisions.
1. R&D Activity
2. Automation
3. Technology Incentives
4. Rate of Technological Change
v. External Opportunities and Threats – PEST factors
with external micro environmental factors can be
classified as opportunities and threats in a SWOT
Analysis.
F. SWOT Analysis
a. The firm’s internal attributes can be classified as strengths and
weaknesses.
b. The external environment presents opportunities and threats
(see E-Climate above).
IV. MARKET SEGMENTATION
A. Describe the market segment – demographics, psychographics,
geographics.
B. Behavioral segmentation – usage rate patterns (of a product), percent
of sales (they contribute to), what they want, how they use a product,
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support requirements, how to reach them, price sensitivity, brand
loyalty, benefits sought.
V. ALTERNATIVE MARKETING STRATEGIES – List and discuss the alternatives
that were considered before arriving at the recommended strategy. Alternatives
might include discontinuing a product, re-branding, positioning as a premium or
value product, etc.
VI. SELECTED MARKETING STRATEGY – Discuss why the strategy was selected
then the marketing mix decisions (4 P’s).
A. Product – The product decisions should consider the product’s
advantages and how they will be leveraged. Product decisions
should include the following: Brand Name, Quality, Scope of
Product Line, Warranty, Packaging
B. Price – Discuss pricing strategy, expected volume, and decisions
for the following pricing variables: List Price, Discounts, Bundling,
Payment Terms and Financing Options, Leasing Options
C. Distribution (Place)
a. Distribution channels – direct and indirect (using
intermediaries)
b. Motivating the Channel – think of “trade promotions”
i. Slotting Allowances – manufacturer pays (cash
premiums) retail chain for the costs involved in
placing a new product on its shelves.
ii. Buying Allowances – manufacturer offers a price
discount to the wholesalers/retailers to encourage
the purchase of a product. Sometimes used to
encourage the purchase of larger quantities.
iii. Trade Shows & Conventions
iv. Sales Incentives
c. Criteria for Evaluating Distributors
d. Locations
e. Logistics, including transportation, warehousing, and order
fulfillment
D. Promotion – think of the promotional mix
a. Advertising – how much and which mediums
b. Public Relations
c. Consumer Sales Promotions
i. Premiums - coupons, factory packs, traffic
builders, coupon plans
ii. Incentives – contests, sweepstakes, rebates
iii. Product Samples – trial sizes through direct mail or
door-to-door
iv. Promotional Tie-Ins – Sales promotional
arrangements between one or more retailers or
manufacturers.
v. Product Placement – Develop product/brand
recognition through special events, on TV, movies.
vi. Visual Merchandising– Projecting the right image
to customers through coordination of the physical
elements in a place of business.
vii. Displays - Coordinating the visual & artistic
aspects of presenting a product to a target group
of customers.
viii. Loyalty Marketing Programs – frequent buyer
programs, reward customers for multiple
purchases.
d. Personal Selling
VII. SHORT AND 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.
VIII. CONCLUSION – Summary of everything above.
IX. APPENDIX: List any exhibits here - calculations of market size, commissions,
profit margins, break-even analysis, etc.