Marketing Plan
Marketing Plan
• To provide direction and focus for your brand,
product, or company.
– Nonprofit orgs: to guide their fund-raising and
outreach efforts
– Gov. agencies: to initiate such as building public
awareness of proper nutrition and stimulating
area tourism
Marketing Plan Components
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Executive Summary
Current Marketing Situation
SWOT Analysis
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls
Executive Summary
• This section summarizes the market offerings,
target segments, main goals,
recommendations, and points as an overview
for senior managers who will read and
approve the marketing plan.
Current Marketing Situation
• In this section, marketing managers discuss
the overall market, identify the market
segments that they will target, and provide
information about company’s current
situation.
Current Marketing Situation
I. Market description:
Describing the targeted segments and the
benefits and product features in detail provides
context for the marketing strategies.
II. Product review
III. Competitive review
IV. Channels and logistics review
Current Marketing Situation
I. Market description
II. Product review:
The product review summarizes the main
features for all of the company’s products,
organized by product line, type of customer,
market, or order of product introduction.
III. Competitive review
IV. Channels and logistics review
Current Marketing Situation
I. Market description
II. Product review
III. Competitive review:
The purpose of a competitive review is to
identify key competitors, describe their market
positions, and briefly discuss their strategies.
IV. Channels and logistics review
Current Marketing Situation
I. Market description
II. Product review
III. Competitive review
IV. Channels and logistics review:
In this section, marketers list the most
important channels, provide an overview of
each channels arrangement, and identify
developing issues in channels and logistics.
SWOT Analysis
• Strengths:
Internal capabilities that can help the company
reach its objectives.
• Weaknesses:
Internal elements that may interfere with the
company’s ability to achieve its objectives.
SWOT Analysis
• Opportunities
External elements that the company may be
able to exploit to its advantage.
• Threats
Current or merging external elements that could
potentially challenge the company’s
performance.
Objectives and Issues
• The company’s objectives should be defined
in specific terms so management can measure
progress and plan corrective action if needed
to stay on track.
• This section describes any major issues that
might affect the company’s marketing
strategy and implementation.
Marketing Strategy
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Positioning
Marketing tools: product strategy
Marketing tools: pricing strategy
Marketing tools: distribution strategy
Marketing tools: marketing communication
strategy
• Marketing research
• Marketing organization
Action Programs
• Spells out how marketing strategies will be turned
into specific action programs that answer the
following questions:
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What will be done?
When will it be done?
Who will do it?
How much will it cost?
• Action programs should be coordinated with the
resources and activities of other departments,
including production, finance, purchasing, and so on.
Budgets
• Managers use budgets to protect profitability
and plan for each marketing program’s
expenditures, scheduling, and operations.
Controls
• Controls help management assess result after
the plan is implemented, identify any
problems or performance variations, and
initiate corrective action.