Marketing Plan Outline 1. Company/Industry Overview a. Profile/History Annual Sales of the Industry Sales trends of the Industry Type of Industry Company’s sales figures current and for the past 3 years b. SBU’s: Evaluate Products or Product Lines Identify SBU’s (Strategic Business Units) if this applies Use Boston Matrix c. Mission and Vision Statements Mission Statement Vision Statement/Company goals What has made/will make us successful? Where do we want to go? d. SWOT Analysis Strengths and Weaknesses of your company Opportunities and Threats from Environmental Audit (see below) e. Goals and Objectives Do we have the resources to achieve our goals? 2. Market Analysis/Environmental Audit a. Environmental Audit Impact (see above) Economy Technology Social/Cultural Changes Changes in Demographics Political/Legal Issues Competitive Environment Factors impacting the plan b. Product Life Cycle Identified 3. Competitive Analysis a. Identify Competition-Direct and Indirect b. Market Share Breakdown c. What is your competitive advantage? d. Product Positioning or leading products e. Industry Analysis-General state of the industry 4. Consumer Analysis/Profile a. Market Segmentation b. Demographics-Characteristics and Profiles c. Target Audiences d. Market Research-Primary/Secondary (incorporate any market research) 5. Strategy (Ansoff’s Matrix)-What Strategy will you use and why? Market Penetration, Market Development, Product Development or Diversification 6. Market Mix Analysis (the Five P’s) a. Product Packaging, branding, classification What makes it unique? Features and benefits How does it meet needs and wants of target market? Use research to prove the need b. Place Where will the consumer buy the product? How will the product be distributed? (Channels) c. Price Type of demand, pricing policy Price compared to competition Strategies/Tactics (Use research/survey to prove strategy) d. Promotion Objective Types of media and why (Media Plan visual) Promotional message/tagline Promotional mix you would use Internet Marketing/Web site evaluation Integrated Marketing Communications Approach/Buzz Marketing Use of Social Media and Public Relations e. People and Customer Service 7. Recommendations/Conclusion Is there a global vision? Short term and long term objectives Future of the company depends upon? What can be improved?