Marketing Plan Outline1. Executive Summary & Table of Contents A brief summary of the mail goals and recommendations. A table of contentsthat outlines the rest of the plan and all supporting rationale and operationaldetail should follow the executive summary.2. The ChallengeBrief description of product to be marketed and associated goals, such as salesfigures and strategic goals.3. Situation AnalysisThis section presents the relevant background data on sales, costs, the market, competitors and the various forces in the macro-environment as listed below:3.1 Company Analysis • Goals • Focus • Culture • Strengths • Weaknesses • Market share3.2 Customer Analysis • Number • Type • Value drivers • Decision process
• Concentration of customer base for particular products3.3 Competitor Analysis • Market position • Strengths • Weaknesses • Market shares3.4 Collaborators • Subsidiaries, joint ventures, and distributors, etc.3.5 ClimateMacro-environmental PEST analysis: • Political and legal environment • Economic environment • Social and cultural environment • Technological environment3.6 SWOT AnalysisA SWOT analysis of the business environment can be performed by organizingthe environmental factors as follows: • The firms internal attributes can be classed as strengths and weaknesses. • The external environment presents opportunities and threats.4. Market SegmentationPresent 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
5. Alternative Marketing StrategiesList and discuss the alternatives that were considered before arriving at therecommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.6. Selected Marketing StrategyDiscuss why the strategy was selected, then the marketing mix decisions (4 Ps)of product, price, place (distribution), and promotion.6.1 ProductThe product decisions should consider the products advantages and how theywill be leveraged. Product decisions should include: • Brand name • Quality • Scope of product line • Warranty • Packaging6.2 PriceDiscuss pricing strategy, expected volume, and decisions for the following pricingvariables: • List price • Discounts • Bundling • Payment terms and financing options • Leasing options6.3 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 fulfillment •
6.4 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 programs7. Short & Long-Term ProjectionsThe selected strategys immediate effects, expected long-term results, and anyspecial actions required for achieving them. This section may include forecasts ofrevenues and expenses as well as the results of a break-even analysis.8. ConclusionThis is the last section of the marketing plan where all the information providedincluding the goals set and the recommendations made are once againsummarized for a quick reference.