Strategic Marketing Plan Template

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This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/strategic-marketing-plan-template-676


This strategic marketing plan template is used by a major consulting firm to develop marketing plan for its clients.

1. EXECUTIVE SUMMARY
2. INTRODUCTION
3. COMPANY BACKGROUND
---- Vision Statement
---- Actions and Key Performance Indicators
4. INDUSTRY ANALYSIS
---- Customers
---- Suppliers
---- Barriers to Entry and Regulations
---- Industry Rivalry
---- Substitute Products and Services
---- Actions and Key Performance Indicators
5. PRODUCTS AND SERVICES
---- Product and Service Differentiation
---- Sales History
---- Product Development History
---- Product Development Facilities
---- Product Improvement and Development Strategies
---- Actions and Key Performance Indicators
6. MARKET ANALYSIS
---- Customer Analysis
---- Market Analysis
---- Actions and Key Performance Indicators
7. DIAGNOSTIC SWOT ANALYSIS
---- Strengths
---- Weaknesses
---- Opportunities
---- Threats
---- Sustainable Competitive Advantage
---- Market Research
---- Actions and Key Performance Indicators
8. TARGET MARKET SELECTION
---- Existing Target Markets
---- Potential Target Markets
---- Actions and Key Performance Indicators
9. STRATEGY DEVELOPMENT
---- Target Markets
---- Market Entry Strategy
---- Customer Service
---- Marketing Mix
---- Actions and Key Performance Indicators
10. HISTORICAL PERFORMANCE
---- Budgets and Projections
---- Actions and Key Performance Indicators
11. MARKETING STRATEGY
---- Overall Marketing Strategy
---- Executive Summary
---- Business Mission
---- Business Vision
---- Situation Analysis
---- Basis for Market Growth
---- Marketing Objectives
---- Strategies
---- Advertising and Promotion
---- Pricing Strategy
---- Marketing Budget
---- Sales Tactics and Distribution
---- Service/Warranties and Guarantee Policies
---- Actions and Key Performance Indicators
---- Control and Review
12. APPENDIX 1
---- Appendix 1
13. APPENDIX 2
---- KPI Action Plan
14. APPENDIX 3
---- Marketing Activity Schedule
---- Marketing Activity Schedule

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Strategic Marketing Plan Template

  1. 1. STRATEGIC MARKETING PLAN (TEMPLATE)
  2. 2. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 4 of 35 2.0INTRODUCTION It is important to identify the purpose of the Strategic Marketing Plan, in other words why the business is preparing this document. The purpose could include some of the following reasons: - To establish strategies to allow the business to achieve maximum growth and profitability; - Define how the business will increase its brand and profile awareness within the market over the next 12 months; and - Identify the competitive position of the business within the marketplace and that of its competitors. Below is some suggested text that you can modify. - This strategic marketing plan has been developed to assist the organization to determine its’ future goals and the means by which it can achieve those goals. It is a map that can be used to see which path the business should follow to achieve its’ marketing objectives in an efficient and effective manner. - This strategic marketing plan details why the business exists, its’ environment, both internal and external, where it is now, what the marketing goals are, what are the obstacles to achieving those goals and how the goals can be achieved through the use of resources and marketing tactics. Importantly, it also provides measures (called key performance indicators) that will help the business to see if it is on the road to successfully achieving its goals or whether it has taken a wrong turn. - It is intended that this strategic marketing plan will be revised and further developed over time, so that as the business achieves its’ marketing goals or circumstances change, it can be adapted to ensure the best ongoing results for the organization. - The development and use of this strategic marketing plan will help the business achieve its’ vision. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  3. 3. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 7 of 35 4.0INDUSTRY ANALYSIS This section of the Strategic Marketing Plan examines the nature of the industry in which the business operates The following will be examined: - Characteristics of customers; - Characteristics of suppliers; - Barriers to entry (and exit); - Industry rivalry; and - Substitute products and services. This section examines the external environment of the business. Is the industry influenced or to what extent is it influenced by factors such as: - Geographic factors; - Government trends and legislation; - Pricing (customers and suppliers); and - Market opportunities and growth. Does the industry have any trends? - Is the industry trend to target the mass market or a niche market; - Do seasonal trends exist? Provide a description of industry that the business competes in. This can include factors such as: - Characteristics of customers; This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  4. 4. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 10 of 35 What are the customer switching costs in choosing a substitute product or service? Actions and Key Performance Indicators Actions could include: - Seeking new suppliers; - Raising barriers to entry into the industry (in order to protect the business); - Seeking new target markets; This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  5. 5. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 13 of 35 - Product research and development investment; - Success rate of new products and updates; and - Conversion rates of purchase of new products (measure this against marketing strategy). This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  6. 6. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 16 of 35 7.0 DIAGNOSTIC SWOT ANALYSIS Assess the business’s current products / services and target markets. Make an assessment of the business’s ability to enter and compete in newly identified target markets. Provide a listing of new potential products and services and an assessment of the business’s ability to introduce new products and services. These assessments should all be discussed in the appropriate SWOT category below. Strengths What are the business’s strengths? Examples of strengths are: - Geographic location; - Market share leader; - Specialist technical skills and quality of products; and - A Business Development consulting firm has been appointed to assist the business grow and increase its profitability. Weaknesses What are the business’s weaknesses? Examples of weaknesses are: - Lack of working capital; - High employee turnover; - Inadequate product and service development; and - Product delivery services are inadequate. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  7. 7. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 19 of 35 8.0 TARGET MARKET SELECTION Existing Target Markets Identify existing target markets and percentage of market share in each. Potential Target Markets Identify all additional target markets potentially available to the business. Conduct market research in order to establish the depth and range of each target market. For example: - Number of potential customers in each target market; - Approximate revenue from each target market; - Existing competitors for each target market; and - Identify the products and services appropriate for each target market. Establish a strategic objective for each market. Identify specific opportunities and threats within each market. Assess each market to determine the best marketing strategy to adopt. Prepare a financial analysis for market entry or new product / service introduction. Actions and Key Performance Indicators Key Performance indicators could include: - Number of potential customers; - Number of new products / services needed to service these target markets; and - Profitability (%) of each target market. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  8. 8. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 22 of 35 Is customer service considered the business’s number one priority? Does the image and culture of the business support customer service? - If not, how is the business going to achieve this? Has the business conducted a Customer Advisory Session or customer surveys in order to gather customers’ feedback on how the business is performing? Marketing Mix Develop an optimum marketing mix strategy for each market. Actions and Key Performance Indicators Key Performance indicators could include: - Conversion rate of new customers; and - - Level of response according to each marketing strategy. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  9. 9. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 25 of 35 11.0 MARKETING STRATEGY Overall Marketing Strategy Provide a brief overview of the marketing strategy and what the business aims to achieve. - How do you currently market your products and services? - How do you plan to market your products and services? What will be the position of the business within the industry i.e. market leader, price leader etc? Executive Summary Summarise the strategy and action plan. This section should be completed once the marketing strategy has been completed. Business Mission The business mission identifies the purpose and core marketing strategies of the business. It identifies the competitive positioning and the level of professional standards that the business wants to maintain. Ensure that the mission statement includes things such as: - Purpose of the business; - Professional standards that the business wishes to adopt; - Type of people the business wishes to employ and the benefits that they may expect to receive; and - Core values of the business. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  10. 10. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 28 of 35 - Increase sales from existing customers. How will you measure the effectiveness of your advertising and promotion? - Conversion rates of new customers to repeat customers; - Cost per contact; - Number of new customers; and - Cost analysis of marketing materials. Pricing Strategy What type of pricing strategy does the business use? Types of pricing strategies include: - Premium pricing; - Price leaders; and / or - Competitive pricing. What factors affect how you price your products and service? - Are there Government regulations that affect you? - Do you price according to the cost of your inputs such as materials and labour (cost plus margin pricing)? - Do you price according to prices set by your competitors? - Do you price according to what the market (customer) is willing to pay? - What do you believe customers are willing to pay for your products and services? - Customer research may assist in this area This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  11. 11. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 31 of 35 What will be tabled for discussion at these meetings? What key performance indicators will be used to measure the success of the marketing strategy? This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  12. 12. STRATEGIC MARKETING PLAN (TEMPLATE) flevy__676.doc Page 34 of 35 14.0 APPENDIX 3 Marketing Activity Schedule This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/strategic-marketing-plan-template-676
  13. 13. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com

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