SCCI'15 - Markative - Session 8 - marketing plan
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This document provides guidance on creating a marketing plan, outlining key sections such as an executive summary, situation analysis covering company, customer, competitor and collaborator analysis, a SWOT analysis, market segmentation, alternative marketing strategies, and concluding with the chosen marketing strategy and an expanded executive summary. It emphasizes planning and analyzing various factors in order to select the most effective marketing strategy.
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SCCI'15 - Markative - Session 8 - marketing plan
- 1. SESSION 8 By: Toka Amr & Mohannad Ezz Seek the peak
- 2. “Failing to plan IS planning to fail” Seek the peak
- 3. How to create a marketing plan? Seek the peak
- 4. Seek the peak The Executive Summary
- 5. The Challenge Seek the peak
- 6. Situation Analysis • Company Analysis • Customer Analysis • Competitor Analysis • Collaborators • Climate Seek the peak
- 7. SWOT Analysis: Seek the peak
- 8. Market Segmentation Seek the peak
- 9. Alternative Marketing Strategies Seek the peak
- 10. Marketing Strategy • Product • Price • Promotion • Place Seek the peak
- 11. The Conclusion •This is an expanded version of your Executive Summary. Seek the peak
- 12. Seek the peak
- 13. Seek the peak
- 14. Any Questions?! Seek the peak
- 15. Thank you! Seek the peak
Editor's Notes
- A high-level summary of the marketing plan as a whole, and a paradox on paper: this is the last section that you should write, but the first section that should be in the finished report. It’s best to keep the Executive Summary as short and sweet as possible — just a couple of sentences to sum everything up. While writing it, imagine that you’re going to present this summary . Once you’ve finished it, read it out loud. If it takes you longer than ten seconds to read it all, it probably needs to be simplified even further.
- This section should contain a brief description of the product(s) and/or product line(s) that your company offers. With each description, include goals that you want to set for each product and product line (sales figures, strategic and company-wide goals, etc.). Keep the number and complexity of your goals at a maximum of three per product/product line, and remember that they need to be concise, measurable, and moderately easy to achieve. GOALS
- Long and Short-Term Company-wide goals. mission and vision statements Analysis of the culture of your company (is your company a fast-paced shark tank, or a laid-back ping-pong table environment?). Strengths of your company. Weaknesses of your company. Your company’s estimated market share. 2. Customer Analysis: Estimate size of your customer base (i.e. how many people could potentially purchase any of your products. “Anyone” is not an answer). Key Demographics of your customer base (age, social class, gender). Value drivers (what about your products and/or services provides true value to your customer base?). 3. Competitor Analysis: Market Position (are your competitors fully invested in the market, or do they only play in specific segments? Are they big or small?). Strengths. Weaknesses. Market shares. 4. Collaborators: – People and companies that are key to continuing what you do. Subsidiaries, joint ventures, distributors, suppliers, etc. 5. Climate: — “PEST” Analysis. Political and legal environment (are there any specific regulations or laws governing your products?). Economic environment. Social and cultural environment. Technological environment (are cutting-edge techs integral to your products? are there any projected updates?).
- Write down details about any alternatives that you and your team considered before arriving at your current strategy. These may include eliminating a particular product or line, changing the price point of a product or line, etc.
- Explain the strategy that you and your team have developed and agreed upon. Why did you choose this strategy? Why do you feel that it’s the best possible strategy for the near future? Once that’s on paper, put your “Four P’s” down for each product. Each product should have its own “Four P’s” – you can follow the format below: