Information to know before creating a marketing plan.

1. THE MARKETING
PLANJESSICA FARMER
Steps to take to
organize your way
to success

2. A MARKETING PLAN IS A WRITTEN DOCUMENT
COMPOSED OF:
Analysis of the current
marketing situation
Opportunities & Threats for
the firm
Marketing objectives &
Strategy specified in terms of
the four Ps
Projected income & other
financial statements
PLANNING PHASE
IMPLEMENTATION
PHASE
CONTROL PHASE
Step 1: Define business mission & objectives
Step 2: Conduct a situation analysis (SWOT)
Step 3: Identify and evaluate opportunities
Segmentation Targeting Positioning
Step 4: Implement marketing mix
Product Price Place Promotion
Step 5: Evaluate performance using marketing
metrics

3. DEFINE THE
BUSINESS
MISSION
The mission statement is a broad
description of a firm’s objectives and the
scope of activities it plans to undertake,
attempts to answer two main questions:
> What type of business are it plans to
undertake?
> What do we need to do to accomplish
our goals and objectives?

4. The Marketing situation
 Company Analysis
 Industry and Trend Analysis
 Competitive Analysis
 Segmentation Analysis
Marketing Strategy
 Target Market Analysis
 Positioning
 Marketing Objectives
Implementation and
metrics
 Marketing Budget
 Marketing Team
 Marketing Metrics

5. CONDUCT A
SITUATION ANALYSIS

6. A SWOT analysis is critical
to the success of any
growing company seeking
to take full advantage of
their position in the
marketplace. It is a useful
tool for developing goals
and strategies which
capitalize on a company’s
strengths and avoid their
weaknesses.

7. IDENTIFY & EVALUATE
OPPORTUNITIES USING STP
STP is used to identify
opportunities to
increase sales and
profits through
targeted, measured
planning.

8. IMPLEMENT MARKETING MIX
& ALLOCATE RESOURCES
Product & value
creation
products
● Describe
product(s) and
services
● Quality level
● Warranties/
Guarantees
● Branding
● Stage of product
life cycle
Price & value
capture
● What is overall
pricing structure?
● Low price leader,
middle of the
market, or
premium price
● Will your price vary
or change by
customer type or
by some other
variable?
● How will your price
change over time?
Place & value
delivery
● Discuss Supply
Chain
● Discuss Value
Chain
○ Intensive,
Selective, or
Exclusive
distribution

9. EVALUATE
PERFORMANCE USING
MARKETING METRICS
Metrics are used to
explain why things
happened and can
also project the
future.
Marketing metrics
● Brand Awareness.
● Lead Generation.
● Customer Acquisition.
● Thought Leadership.
● Engagement.
● Customer Retention/Loyalty.
● Website Traffic.
● Lead Management/Nurturing.

10. The Marketing
Situation
 Company Analysis
 The Business Model
 Industry and Trend
Analysis
 Competitive Analysis
 Customer Segment
Analysis
Marketing Strategy
 Targeting Marketing
Analysis
 Positioning
 Marketing Objectives
The Marketing Mix
 Product Strategy
 Pricing Strategy
 Placement Strategy
 Promotion Strategy

11. THE END Make your own marketing plan
now!