A marketing plan is a road map that surveys the business environment, describes strengths, weaknesses, opportunities and threats (SWOT), and contains financial budgets and marketing strategies. It differs from a business plan by focusing more on strategy. The key steps in developing a marketing plan include an executive summary, environmental analysis, SWOT analysis, marketing objectives, marketing strategy involving target markets and the marketing mix, an action program outlining who does what by when, and financial projections.

1. Prof Prashant Kumar Gupta
Jain College of MBA & MCA
MARKETING PLANNING

2. It is a road map
It surveys the business environment
Describes SWOT
Contains financial budgets and marketing
strategy
Different from business plan (is more about
strategy)
MARKETING PLANNING

3. MARKETING PLAN STEPS

4.  Executive Summary
 Environmental/Situational Analysis
 SWOT Analysis
 Marketing Objective (Market share, Profitability, Sales Volume)
 Marketing Strategy (Target Market and Marketing Mix)
 Action Program (Who, When, How)
 Financial Projections
CONTENTS