Marketing Plan

1. Marketing
Plan By: Joshua Moore

2. Marketing Plan
 Written documents composed of an
analysis of the current marketing situation
 opportunities/threats for the firm
 Marketing strategy/objectives specified in
the 4 P’s

4. Step 1: Define the
Business Mission
• A broad description of a firm's
objectives
• Scope of activities the
Organization plans to take

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6. Step 2: Conduct a situational analysis
 Situational analysis
collection of methods that managers use to analyze an
organizations capabilities, customers, and business environment.
 Swot analysis
a study undertaken by an Organization to identify
Strength
Weakness
Opportunities
Threat

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8. Step 3: Identify and Evaluate Opportunities
 Segmentation, Targeting and Positioning (STP)
 Segmentation
consumers who respond similarly to a firms
marketing efforts
 Targeting
identifies the various market segment it will
persue
 Positioning
the firm must decide which segments to
persue, and how it wants to be positioned within those
segments

9. Step 4: Implement
Marketing mix
 Product and Value creation
products
 Price and value capture

11. Step 5: Evaluate Performance
• Metrix
measuring system that quantifies a trend
Dynamic’s
Characteristic
 Who is accountable for Performance?
 Performance objectives
 Financial performance metrics
 Portfolio analysis