Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
MARKETING PLAN
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Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Table of Contents
Executive Summary ...................................................................... 4
Company Background .................................................................. 4
Environmental Aspects ................................................................. 6
Economics ........................... Error! Bookmark not defined.
Demographics ..................... Error! Bookmark not defined.
Market ................................. Error! Bookmark not defined.
Culture ................................. Error! Bookmark not defined.
Politics ................................. Error! Bookmark not defined.
Technology .......................... Error! Bookmark not defined.
Interchangeability ................ Error! Bookmark not defined.
Customers ........................... Error! Bookmark not defined.
Competition ......................... Error! Bookmark not defined.
Direct Stakeholders ............. Error! Bookmark not defined.
Marketing ...................................... Error! Bookmark not defined.
Objectives............................ Error! Bookmark not defined.
Strategies ............................ Error! Bookmark not defined.
Tactics ................................. Error! Bookmark not defined.
4P's ..................................... Error! Bookmark not defined.
Product .................. Error! Bookmark not defined.
Price ...................... Error! Bookmark not defined.
Place ..................... Error! Bookmark not defined.
Promotions ............ Error! Bookmark not defined.
Page 2
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Organization ........................ Error! Bookmark not defined.
Sales ................................... Error! Bookmark not defined.
Placement ........................... Error! Bookmark not defined.
Marketing Information SystemsError! Bookmark not defined.
Conclusion .................................................................................. 14
Appendix..................................................................................... 16
Page 3
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Executive Summary
In preparing the executive summary, keep in mind that the
summary will probably be the only part of the audit top
management will review. It will be assumed that the full document
provides all the support needed to reinforce both your conclusions
and recommendations. For that reason, it is imperative that any
claims you make in the summary be fully documented in the full
audit, and that no conflicts exist between the summary and the
audit. As you plan the summary, decide which conclusions and
recommendations you consider the most important for
management to accept. You may wish to consider, if applicable,
enhancements to the marketing mix, optimization of marketing
resources, and strategic/tactical-marketing adjustments in
response to changes in the organization’s environments. You will
also need to consider additional categories. In most cases, major
changes are needed in some of these areas as well.
Your summary should be 700-1,400 words that highlight the
conclusions from each section of the audit. Key findings and
supporting data can be in bullet format. Conclude with a summary
of recommended future action.
Page 4
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Company Background
1 to 2 page overview of the company and company history.
You may wish to address the following items within this section:
–
History
–
Mission statement
–
Stakeholders
–
Competencies
Page 5
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Marketing Plan
To conduct an audit, according to Cambridge Dictionaries Online,
is “to make an official examination of the accounts of a business”
(2003). While the concept of an audit is commonly associated with
the accuracy of financial reports, it is no less important for
marketing. Many businesses judge the impact of their marketing
program on sales numbers. While sales may be one measure of
marketing effectiveness, sales data do not tell management what
worked, what didn’t, and what external factors impacted the
results. Interpretation of sales data does not provide “report cards”
for prior marketing efforts, or direction for future efforts. Whether
conducted by an outside auditor or by in-house personnel, regular
examinations of all aspects of the marketing function can provide
information on the external environment; the internal
organizational structure; and the objectives, strategies, and tactics
used by a firm or a brand.
Environmental
Aspects
Economics
How have changes in the economy impacted the organization or brand?
Have changes in interest rates, labor costs, raw materials costs,
consumer spending, bad debt ratios, exchange rates, or other economic
factors impacted the organization or brand? Is it sufficient to respond to
just the domestic economy, or do multinational considerations apply?
What adjustments were made? Have they succeeded? What additional
adjustments are being contemplated? Why?
Demographics
How have population and other demographic trends impacted the
organization or brand? What adjustments have been made in response
to those trends? Have they succeeded? What additional adjustments are
being contemplated? Why?
Markets
Has the market been expanding, contracting, or stable? Has this varied
by identifiable market segments? Which segments have the greatest
growth potential, and which have declining potential? Has this varied by
region within a country, or internationally? Where are the greatest
opportunities for future profits? What adjustments have been made?
Page 6
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Have they succeeded? What additional adjustments are being
contemplated? Why?
Culture
How have attitudes towards business in general, the industry, and the
organization changed? Have attitudes toward environmental protection
had either a positive or negative impact on the organization or brand?
What other cultural phenomena had an impact? What adjustments have
been made? Have they succeeded? What additional adjustments are
being contemplated? Why?
Politics
How have changes in legal and regulatory requirements impacted the
organization or brand? What adjustments have been made? Have they
succeeded? Are changes in either the legal or regulatory arenas
expected? How might they affect the organization or brand? What
additional adjustments are being contemplated? Why?
Technology
How have changes in technology impacted the organization or brand? Is
leading-edge technology being used? Is technology threatening to make
the product obsolete? What adjustments have been made? Have they
succeeded? What other changes are being contemplated? Why?
Interchangeability
Are there alternate products that can be easily substituted for the
product? What barriers to interchangeability exist? Is there a sufficient
source of raw materials? What adjustments have been made? Have they
succeeded? What other changes are being contemplated? Why?
Direct Stakeholders What trends have occurred among shareholders, suppliers, distributors,
dealers, sources of transportation, bankers, and
advertising/marketing/market research agencies that have impacted the
organization or brand? What adjustments have been made? Have they
succeeded? What other changes are being contemplated? Why?
Page 7
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Situational
Aspects
Market Summary
How have changes in the environmental analysis impacted the
organization or brand?
Target Markets
Who is the targeted market for the company? Explain.
Market Needs
What are the specific needs of the target market? Explain.
Market Trends
What are the specific trends for this demographic?
Market Trends
What are the specific trends for this demographic?
Market Growth
What market growth exists for this demographic?
Competition
Who are the companies or brands with which the organization or brand
competes? What are their sales and market share trends? How do their
approaches to the market differ from the organizations, and from each
other? Are there specific weaknesses in any competitors that can be
turned into opportunities? Are there any specific strengths that are major
threats? What adjustments have been made? Have they succeeded?
What other changes are being contemplated? Why?
Direct Stakeholders What trends have occurred among shareholders, suppliers, distributors,
dealers, sources of transportation, bankers, and
advertising/marketing/market research agencies that have impacted the
organization or brand? What adjustments have been made? Have they
succeeded? What other changes are being contemplated? Why?
Keys to Success
What are the keys to success for the company?
Critical Issues
What are the critical issues for the company? What does the company
need to ensure in order to succeed? What barriers exist that need to be
overcome?
SWOT Analysis
Page 8
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Strengths
List strengths of the company here
Weaknesses
List weaknesses of the company here
Opportunities
List opportunities of the company here
Threats
List threats of the company here
Page 9
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Marketing
Strategy
Mission
List strengths of the company here
Marketing Objectives
List weaknesses Are there clearly defined marketing objectives?
Are they consistent with corporate mission statement and
objectives? Are they measurable? Attainable? How close to
meeting marketing objectives was the organization or brand in the
most recent complete year? Should the marketing objectives be
modified? Why or why not?
Financial Objectives
List opportunities of the company here
Strategy Pyramids
List the pyramid strategies here. Benchmark www.bplans.com.
Are there clear strategies to reach each objective? Are they
logical in light of both internal and external conditions? Are they
consistent with each other? Do they consider strengths,
weaknesses, opportunities, and threats? Are all significant market
segments covered? Can they be executed within the limits of
organizational resources? Should they be modified? Why or why
not?
Tactics
Are there defined tactics for each strategy? Are they innovative, or
a repeat of prior tactics? Are the tactics fully integrated? Are there
any mixed messages? Should any of the tactics be modified?
Why or why not?
4 Ps—
Product
Is the current product line appropriate? Should any items be
discontinued? Added? Is product research being conducted? What
changes should be made in how products are being handled?
Price
What pricing strategy is being used? How does pricing compare to
competition? How often is pricing evaluated? Changed? How are price
and value viewed by the distribution chain? Customers? Is profitability at,
above, or below industry norms? Should pricing policy be changed? Why
or why not?
Place
Does the organization have a clear distribution policy? Is it working? Are
more retail outlets needed? How do retailers feel about the organization
or brand? Are additional channels of distribution needed? Should any
distribution channels be abandoned?
Page 10
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Promotion
Are both advertising and promotion strategies in place? Are they logical?
How are they funded? How effective have prior advertising and promotion
strategies been? Is there a measure of return on investment (ROI) for
each strategy? Consider advertising, promotions, public relations, online
marketing and communication.
Market Research
Are there any specific market research strategies or elements to
address?
Organization
Are there clear lines of responsibility for all marketing-related activities,
including sales? Does one individual have clear responsibility for all
aspects of marketing? Are there adequate communications between the
marketing and sales departments? Are responsibilities structured
geographically, functionally, by product, by segment, or in some
combination? How does marketing interact with other areas of the
organization? Should the organizational structure be changed? Why or
why not?
Sales
Does the sales force have clear and obtainable objectives? Is the
department structured in a way that produces optimal results? Is
sufficient training provided? Does the compensation plan motivate the
sales force and keep top performers?
Marketing Information Systems
Is accurate information being obtained and distributed in a timely
fashion? Is market research being conducted efficiently, and are research
results being used for decision making? Is sales forecasting accurate?
Should any changes be made? Why or why not?
Page 11
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Product
Positioning
Consider the current positioning of the product/
Would you recommend maintaining the current product
positioning or would you suggest an alternative approach? Do the
marketing activities successfully achieve the product positioning?
Positioning
What is the positioning of the company? What is the positioning of
the products? What is the positioning of the services?
Page 12
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Growth Strategies
A brief analysis of the specific growth strategies that we should follow (if applicable).
Market Penetration
better ingress of existing markets.
Product Development
either changing the product or its perception.
Market Development
finding growth in new markets.
Diversification
introducing new products.
Page 13
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Evaluation &
Control
You may wish to address the following items within this section:
–
Criteria to measure the marketing plan
–
Milestones to measure
–
Marketing audit plan
Milestones
What are the key milestones for the company?
Page 14
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Conclusion
Conclude your evaluation of the company’s marketing
Page 15
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
Appendix
As needed.
Page 16
Copyright 2002, Chanimal, Inc. www.chanimal.com, All Rights Reserved
References
As needed.
Page 17