A marketing plan has three phases: planning, implementation, and control. It is composed of an analysis of the current situation, objectives and strategy, and financial projections. The planning phase involves defining objectives, conducting a SWOT analysis to identify opportunities, and determining segmentation, targeting, and positioning. The implementation phase uses the marketing mix of product, price, place, and promotion. The control phase evaluates performance using marketing metrics. An effective marketing plan follows this process to organize efforts for business success.

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!