Marketing Plan Outline, marketing business plan outline.#Marketing #business #plan #outline

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marketing business plan outline

Marketing business plan outline

Marketing business plan outlineMarketing business plan outline

Marketing business plan outlineMarketing business 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

  • Number
  • Type
  • Value drivers
  • Decision process
  • Concentration of customer base for particular products
  • Subsidiaries, joint ventures, and distributors, etc.
  • Political and legal environment
  • Economic environment
  • Social and cultural environment
  • Technological 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:

  • Description
  • Percent of sales
  • What they want
  • How they use product
  • Support requirements
  • How to reach them
  • Price sensitivity

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.

Product

The product decisions should consider the product’s advantages and how they will be leveraged. Product decisions should include:

Price

Discuss pricing strategy, expected volume, and decisions for the following pricing variables:

  • List price
  • Discounts
  • Bundling
  • Payment terms and financing options
  • Leasing options

Distribution (Place)

Decision variables include:

  • Distribution channels, such as direct, retail, distributors & intermediates

  • Motivating the channel – for example, distributor margins

  • Criteria for evaluating distributors

  • Locations
  • Logistics, including transportation, warehousing, and order fulfilment
  • Promotion

    • Advertising, including how much and which media.
    • Public relations
    • Promotional programs
    • 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.

    VIII. Conclusion

    Summarize all of the above.

    Calculations of market size, commissions, profit margins, break-even analyses, etc.

    Bangs, Jr., David H. The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Products, or Service

    Marketing business plan outline

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