Marketing Plan Outline
MKTG 241
Grading Criteria
1. Information presented is thoroughly researched and sources of information
referenced.
2. Information is clearly presented, in an orderly and logical flow.
3. Headings, subheadings, tables and figures are used to clarify and support the
information in the report.
4. Spelling, grammar, paragraph and sentence structure are very good, leading to a
report that is easy to read and understand.
5. Every section begins with an opening or introductory paragraph and ends with a
summary or conclusion based on the information presented.
6. Content for each section is specific, detailed and relevant to each section.
7. Analysis includes implications of the information presented, along with
conclusions about the impact of the
8. Final paper should be bound, with a professional presentation.
9. Tables and figures should be numbered and have captions describing contents
and providing a reference to the information source where appropriate.
Due: Friday, May 4, 2012
Market Plan Outline
Cover page:
Project Name and names of group members
Table of Contents: Major section headings and page numbers
Figures:
List of figures and page numbers
Tables:
List of tables and page numbers
I.
II.
Introduction: Description on your business opportunity and how it will fit in
the industry.
Situation Analysis
a. Industry Overview
i. Description of the industry and types of businesses included
ii. SIC/NAICS code
iii. Size of the market
iv. Growth rate
b. Industry and Environmental Analysis: Identify the external
environmental trends, threats and opportunities affecting the industry in
which your business resides. Key questions include: 1) what are the
significant trends and future events in the industry? 2) What threats and
opportunities do you see? 3) What are the strategic questions – areas of
uncertainty as to trends or events that have potential to impact strategy?
Evaluate these questions in terms of their impact.
i. Economic: What are the economic prospects for the industry,
including the effects of economic growth (GDP), interest rates,
trends in related industries, inflation? How will these affect your
business and strategy?
ii. Social/Cultural and demographic: What are the relevant current
trends in lifestyles, fashions, technology use and other components
of culture that will affect your business. What are the demographic
trends that will affect
iii. Technological: What technological changes will impact your
customers, suppliers and your own operation?
1. To what extent are the existing technologies maturing?
2. What technological
iv. Governmental/Political/Legal: What trends or changes in the
government, political and legal climate will affect your business.
v. Missing information important to your opportunity: What
information was not available or has not been forecasted that might
affect your business?
c. Competitor Analysis
i. Competitor Definition
1. Definition the industry of your competition
2. What types of businesses will be your competition?
3. Where are they likely to be located?
4. Who are the competitors for your business?
5. Identify both direct and indirect competitors, numbers and
size.
ii. Competitor Strategy
1. How are your competitors choosing to compete (price,
service, technology, product quality, etc?)
iii. Barriers to Entry and Exit:
1. How easy is it to enter or exit the market?
2. Top Competitors: Identify your top 5 competitors? For each
competitor identify the following:
a. Size (number of employees or sales revenue),
profitability.
b. Strategy to compete in the market
c. What are their strengths and weaknesses
iv.
Analysis of Competitive Environment - implications for your
business
d. Customer Analysis: Provide a preliminary identification of the market
for your product.
i. Market Identication
1. Who will be your potential customers?
2. How many are there?
3. What are the trends in customer demographics?
4. What is the geographic dispersion?
ii. Segmentation
1. Who are likely to be your biggest customers?
2. The most profitable customers?
3. The most attractive potential customers?
4. Are there any logical groups based on needs, motivations or
characteristics?
iii. Segmentation Approach: How should be the market be segmented
into groups, with relatively homogeneous needs, that would require
a unique marketing strategy?
1. Benefits sought
2. Usage level
3. Application
4. Organizational type or size
5. Geographic location
6. Customer loyalty
7. Price Sensitivity
iv. What is the customer’s motivation for buying your product or
service?
1. What elements of the product or service are valued most?
2. What are the customer’s objectives? What are they really
buying?
3. How do segments differ in their motivation priorities?
4. Do these needs represent leverage points for competitors?
v. What are the customers unmet needs?
1. Why are some customers dissatisfied?
2. What are the severity and incidence of customer problems?
3. What are the unmet needs that customers can identify and
those of which they are unaware?
4. Do the unmet needs represent a leverage point for
competitors?
III.
IV.
V.
Strengths, Weaknesses, Opportunities and Threats
a. Conduct a SWOT Analysis
Target Market Description and Analysis
a. Identify and describe your target market segment(s)
b. Size and growth rate: What are the important and potentially important
submarkets? What are their size and growth characteristics? What are
the driving forces behind sales trends?
c. Profitability: For each major submarket or target market, consider: 1)
is the segment likely to be profitable? 2) How intense will be the
competition be? 3) How attract will this market be now and in the
future?
d. Cost Structure: What are the major costs and value-added
components required for the market?
e. Distribution systems: What distribution channels are needed to
address the market?
f. What are the trends in the market?
g. What are the key success factors for the market?
Marketing Strategy
a. Marketing objectives and relationship to overall corporate (or enterprise)
objectives
b. Identify key strategies issues such as:
i. Value proposition and competitive advantage
ii. Positioning relative to the competition
c. Marketing Programs
i. Product
1. Features & Benefits
2. Quality
3. Packaging and labeling
4. Related services
5. Branding
6. Product development & management
ii. Promotion
1. Channel levels & types
2. Channel functions
3. Channel member selection criteria
4. Managing channels and multiple channels
iii. Pricing Strategy
1. Pricing objectives
2. Cost & breakeven analysis
3. Customer perceptions and demand
VI.
4. Competitive situation – reference prices
iv. Promotion Strategy
1. Personal Selling
a. Role of sales person
b. Number of sales people
c. Qualifications for sales people
d. Sales Management – selection, training,
compensation, evaluation
2. Public relations & publicity
3. Advertising
a. Goals & objectives
b. Audience
c. Exposures
d. Costs
4. Sales Promotions
5. Web-site
6. Support - Customer Service Strategy
Financials
a. Sales forecasts
b. One year cash flow analysis
c. One year operating statement
d. Financial narrative – sources, explanations & justifications for estimates