Marketing Plan Outline
I. Executive Summary
A high-level summary of the marketing plan.
II. The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.
III. Situation Analysis
Concentration of customer base for particular products
Subsidiaries, joint ventures, and distributors, etc.
Macro-environmental PEST analysis :
Political and legal environment
Social and cultural environment
A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:
The firm’s internal attributes can be classed as strengths and weaknesses.
The external environment presents opportunities and threats.
IV. Market Segmentation
Present a description of the market segmentation as follows:
Percent of sales
What they want
How they use product
How to reach them
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) of product, price, place (distribution), and promotion.
The product decisions should consider the product’s advantages and how they will be leveraged. Product decisions should include:
Scope of product line
Discuss pricing strategy, expected volume, and decisions for the following pricing variables:
Payment terms and financing options
Decision variables include:
Distribution channels, such as direct, retail, distributors & intermediates
Motivating the channel – for example, distributor margins
Criteria for evaluating distributors
Logistics, including transportation, warehousing, and order fulfilment
Advertising, including how much and which media.
Budget; determine break-even point for any additional spending
Projected results of the promotional programs
VII. Short & 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.
Summarize all of the above.
Calculations of market size, commissions, profit margins, break-even analyses, etc.