Marketing Plan Guide

HOW TO WRITE A SMALL BUSINESS MARKETING PLAN GUIDE
By
Pawida Wipawaburt

A written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years.
What is Marketing Plan

Executive Summary
Goal/Objective
SWOT Analysis
Marketing Strategy
Action Plan
Evaluation Plan
Main Content in the Marketing Plan

Explain why you write the marketing plan
Conclusion of your SWOT analysis
Conclusion of your Marketing Strategy
Conclusion of your Budget and Financial Forecast
Conclusion of your Evaluation Plan
How to write “Executive Summary”

Your Goal must be CLEAR by telling exactly what is to be done and why.
Your Goal must be QUANTIFIED by telling exactly how to be measured.
Your Goal must be REALISTIC
How to write “Goal/Objective”

Identify the attributes of the company that are helpful to achieving the objective. (Strengths: S)
Identify the attributes of the company that are harmful to achieving the objective. (Weaknesses: W)
Identify the uncontrollable conditions that are helpful to achieving the objective. (Opportunities: W)
Identify the uncontrollable conditions which could do damage to the marketing plan’s performance. (Threats: T)
How to write “SWOT Analysis”

Identify your target market.
Identify their needs and requirements.
Identify the product or the service that can meet those needs.
Identify the price of the product or the service based on your target market.
Identify the place or the distribution channels based on your target market.
Identify the promotion plan based on your target market.
How to write “Marketing Strategy”

Set the BUDGET by
Estimating the cost/expenses of the marketing activities you've described in the marketing strategy.
Allocating a small percentage of gross sales for the most recent year.
Set the TIME FRAME for completion of each activity.
Assign the RESPONSIBILITES.
How to write “An Action Plan”

There are several ways to evaluate your marketing plan including;