The document provides a tutorial on how to write a marketing plan in 6 parts: 1) Purpose and mission, 2) Situational analysis, 3) Marketing strategy and objectives, 4) Tactical programs, 5) Budgeting and implementation, and 6) Additional considerations. It describes what should be included in each part such as analyzing current products, markets, competitors, and finances in the situational analysis and identifying marketing strategies and objectives. The marketing plan is presented as a thorough document that analyzes the past and guides future marketing efforts.
The presentation shows the basic steps to be understood and taken care of, to prepare a successful Marketing Plan for a pharmaceutical brand in indian market senerio.
This revision presentation provides an overview of the marketing planning process including a brief description of each stage in marketing planning together with discussion of the role of the marketing budget.
For more classes visit
www.snaptutorial.com
Brand Extension Marketing Plan Project; Introduction: The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.;Project Assignment: As we begin our project here in Unit 1, you need to first assume you have the role of a marketing manager for one, new, currently not available product on the behalf of a real, for-profit organization. Consider this a ?brand extension?:
A presentation looking at some of the challenges facing information literacy teaching at UEA. Just how do we convince students that using the library will be better for them than using Google? Are we right?
The presentation shows the basic steps to be understood and taken care of, to prepare a successful Marketing Plan for a pharmaceutical brand in indian market senerio.
This revision presentation provides an overview of the marketing planning process including a brief description of each stage in marketing planning together with discussion of the role of the marketing budget.
For more classes visit
www.snaptutorial.com
Brand Extension Marketing Plan Project; Introduction: The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.;Project Assignment: As we begin our project here in Unit 1, you need to first assume you have the role of a marketing manager for one, new, currently not available product on the behalf of a real, for-profit organization. Consider this a ?brand extension?:
A presentation looking at some of the challenges facing information literacy teaching at UEA. Just how do we convince students that using the library will be better for them than using Google? Are we right?
Market EnvironmentUsing what you have learned from your reading th.docxdrennanmicah
Market Environment
Using what you have learned from your reading this week, research REI and develop a profile of its marketing environment. Use the REI Marketing Environment Worksheet to develop your analysis. Submit your worksheet to the assignment area.
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How To Write a Marketing Plan
The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. In many respects, the Marketing Plan is the most important document produced by marketers as it not only helps to justify what has occurred in the past, but is critical for explaining where a company intends to go in the future.
Th Marketing Plan is widely used by both large large corporate marketing departments and also by small startup companies. It is particularly important for marketers who seek funding for new projects or to expand existing products or services.
Essentially the Marketing Plan:
forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
forces the marketing personnel to look externally in order to fully understand the market in which they operate.
sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is generally undertaken for one of the following reasons:
Needed as part of the yearly planning process within the marketing functional area.
Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem.
Is a component within an overall business plan, such as a new business proposal to the financial community.
There are many ways to develop and format a marketing plan. The approach taken here is to present a 6-Part plan that includes:
Purpose and Mission
Situational Analysis
Marketing Strategy and Objectives
Tactical Programs
Budgets, Performance Analysis and Implementation
Additional Consideration
This plan is aimed at individual products and product lines, however, it can be adapted fairly easily for use in planning one or more strategic business units (SBU). The page length suggested for each section represents a single-spaced typed format for a plan focused on a single product. Obviously for multi-product plans lengths will be somewhat longer.
It is assumed that anyone developing a Marketing Plan possesses a working understanding of marketing principles. If you do not, it is suggested you spend considerable time learning about basic marketing through the previous sections of the
Principles of Marketing Tutorials
.
Part 1
Part 1 of the plan is designed to provide the reader with the necessary information to fully understand the purpose of the marketing p.
.The Outline is due Sunday Night…..Submit an outline of yo.docxmercysuttle
.
Solve each equation.
1) -7(3n - 7) = -8(2n - 6) + 6
2) -2n +
5 n = -
3
5
18
Solve each inequality, write its solution set in interval notation, and graph the solution set on a number line.
3) 3(1 + 5m) > -(5 - 7m) - 8
4) -
1 x -
3
3 > - 65
2 24
Solve each compound inequality, write its solution set in interval notation, and graph the solution set on a number line.
5) -17 £ 4m + 7 £ -9 6) -3 < - 5 x £ 7
6 6
Write the standard form of the equation of the line described.
7) through: (-3, 2), perpendicular to y = 6 x + 4
5
Rewrite the equation in slope-intercept form and then use the slope and y-intercept to sketch a graph of the line with the given equation.
8) 5x - 2 y = -6
Worksheet by Kuta Software LLC
Show all work as you solve the linear modeling problem below.
9) There were 6205 CVS stores in the US in 2006 and 7380 CVS stores in the US in 2011. Write a linear equation in slope-intercept form that models this growth. Let x stand for the number of years after 2006 and let y = the number of CVS stores in the US.
Simplify. Your answer should contain only positive exponents.
10) 3x4 × 4 y3 × 3 y4
11) -
4 x 4 y 0 × 2 x 3 y -4
3x-1 y3
12) (3x2 y-1)3 13) (-2b4)2 × -2a-3b5
Perform the indicated operation and simplify.
14) (2x2 - 5x3 - 7x) - (x2 + 4x3 - 3x)
Multiply as indicated and simplify.
15) (3x - 7)(3x2 - 5x - 4)
Solve the equation by factoring.
16) 4v2 + 35 = 33v
Solve the equation by completing the square.
17) k2 + 4k - 62 = -6
Kuta Software LLC
Solve the equation by use of the quadratic formula.
18) 5m2 - 2m = 9
State the excluded values for the following expression. Then simplify the expression.
(
2
)19) x - 12 x + 35
x2 - 3x - 28
Solve the equation and show the check of the potential answer(s). If any answers are excluded values, state this on your answer sheet.
20) 1 = 6 - 1
b - 2
b2 - 8b + 12
Simplify the radical expressions.
21) 150x4 y2 z3 22) ( 3 + 2 2 )(2 3 - 3 2 )
Solve the equation and show the check of the potential answer(s). If any answers are extraneous solutions, state this on your answer sheet.
23) n = 3 + 25 - 6n
Show all work as you solve the following problems and write complete answers, including appropriate units.
24) A diesel train left Seoul and traveled toward the outer-most station at an average speed of 30 km/h. A freight train left four hours later and traveled in the same direction but with an average speed of 40 km/h. Find the number of hours the diesel train traveled before the freight train caught up.
25) Rebecca put $39,000 in an education account ...
Session Long ProjectHere is the brief overview of this cum.docxbagotjesusa
Session Long Project
Here is the brief overview of this cumulative Session Long Project (SLP). In this
research project, you would work as a marketing consultant to develop a feasible
marketing plan for your client. You would conduct both secondary research in
SLP1 and SLP2 to glean the necessary information for your marketing plan in
SLP3 and SLP4.
It is important to conduct quality market research on your focal product/company
in order to develop realistic and workable marketing plans. Generally speaking,
there are two types of research. One is secondary research, which refers to data
collection using existing sources, and the other is primary research, which is your
own data collection for the specific study at hand. The purpose of market
research is to collect usable information to make more informed decisions on the
business problem, thus increasing the chance of business success in the
marketplace.
Please check the outline of the marketing plan, which provides information on:
The final format for this cumulative session long project;1.
A list of topics for the whole project;2.
The continuity and connections among SLPs 1-4.3.
In this module SLP4, first develop action plans based on the marketing
strategies developed in SLP3 and then evaluate marketing budget for the
plans. This is the final step of this cumulative research project. Be sure to
incorporate all the work for this Session Long Project (SLPs 1-4) into a
complete marketing plan following the marketing plan outline provided
above.
Marketing Implementation: Action Plans and Marketing Mix
The action plans and marketing mix are related. That is, the action plans contain
a complete description of a marketing program, including its goals and objectives
(as previously outlined in the section on Goals and Objectives), marketing mix
activities, program evaluation mechanisms and measurements, budget and timing
considerations, and quantitative assessments. (A complete description of these
Listen
https://tlc.trident.edu/content/enforced/89898-MKT501-DEC2016FT-2...
1 of 6 12/17/2016 2:43 PM
final dimensions follows. Follow the format below for action plan outlines.)
Before you begin working on the action plans, consider the total budget amount
for your charge. Make a realistic budget estimate for your marketing plan based
on the financial situation of the company and its past spending on marketing.
State for each action plan:
The goal(s) and objective(s) for the action plan.1.
The target market at which this action plan is aimed.2.
The marketing mix activities needed to implement the action plan.3.
Product strategy and programs require consideration of things such as brand
name, product features/benefits, differentiation from competition, relationship
to delivering value, logo, package design/labeling, complementary
products/services, elements of customer service strategy, and programs. Also,
this is where the service concept, tangibles, customer-contact employee.
Marketing Plan
[Product Name] Marketing Plan[Product Name]Marketing Plan
BU 220: Principles of Marketing
Herzing University
Professor Name
Your Name
Date
Executive Summary
Provides an overview of the entire Marketing Plan
Part I: Situational Analysis
Internal Analysis
-Company History
-Market Data from your research about the company
· Other pertinent information
Market Description
-Competitor’s Analysis:
Provide an overview of product competitors such as-Competitor A
Competitors’ strengths
Competitors’ weaknesses’
Market Share
Current Marketing StrategyCompetitor B
Competitors’ strengths
Competitors’ weaknesses
Market Share
Current Marketing Strategy
Current Marketing Mix
-Description/Situation for the Existing Mix
-Review the current market mix, which can include:
Product- Describe the product or service being marketed.
Place (Distribution)
Pricing (Costs to the Company to Produce as well)
Promotions
The Organization’s SWOTT Analysis
Internal:
Strengths
Weaknesses
External:
Opportunities
Threats
Trends
Part II: Market Analysis
Objectives and Issues
Provide at least 2 objectives that are specific as well as measurable.
Marketing Strategy
Branding
Explain how the product will be branded, what branding strategy will be used?
Positioning
Distinctly define the product in its market and against its competition over time.
Position each competitor’s product against the new product.
Consumer Promise-Summarize the benefit of the product or service to the consumer.
Target Market ( Market Segmentation).Messaging by Audience-
List marketing messages for different audiences.Targeted Consumer Demographics-
List the demographics for the targeted consumer groups.
Part III: NEW Proposed Marketing Mix for your New Shoes Company
This should be based on the decisions that you have made throughout the New Shoes simulation. Provide a description and explain the situation based on the New Shoes simulation
Product
-Describe the product -Product Packaging
Discuss:
Form-factor, pricing, look, and strategy.
Fulfillment issues for items not shipped directly with the product.
Please explain what changes you would like to make to the current product and/or the product line. Will a new product be added? If not, will you change any features/benefits/packaging/labeling? What other changes will be made to differentiate from competitors?
Price
Please explain the NEW pricing strategy (if any) and justify why the pricing strategy changed. Be specific on what the new prices are going to be. Summarize specific pricing or pricing strategies, and compare to similar products. Summarize policies relevant to understanding key pricing issues.
Place
Please describe the new distribution strategy and explain the rationale. (ie- planning to sell online because you do not currently have online presence and the biggest competitor does, opening in more retail locations, etc.) You do not need to change the distribution strategy if it is currently working. D.
TitleABC123 Version X1Marketing Plan Outline and TimeTakishaPeck109
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. ...
This is a short overview of the entire business plan
Provides a busy reader with everything that needs to be known about the new venture’s distinctive nature.
Shouldn’t exceed two single-spaced pages.
Unit 1 [GM591 Strategic Project Selection and Initiation].docxmarilucorr
Unit 1
[GM591: Strategic Project Selection and Initiation]
Demonstrating Project Need and Feasibility For a Project of Antiquity
Instructions: This worksheet is designed to help you decide whether the chosen project team addressed their fiduciary responsibilities and obtained enough information to prove to you that the project you researched was needed and was feasible.
Research your chosen project of antiquity and ask yourself each of these questions. Check Yes for those questions that were addressed adequately. If you check No, conduct the corrective actions in italics.
QUESTIONS
YES
NO
Was the project goal defined clearly, in terms that the sponsor can understand? If not, how could the goal have been redefined?
Is the sponsor financially and organizationally able to provide all needed resources? If not, who was the real sponsor and could they get the real sponsor involved?
Did they express the core project concept clearly and succinctly? If not, redefine the core project description for them.
Was some form of project scope and risk analysis or needs analysis conducted to show a bona fide need for the product (deliverables) of the project? If not, should project have been abandoned or an appropriate analysis that proves project need be provided?
Did they clearly express the costs and benefits of the project? If not, restate the description of costs and benefits in terms appropriate to the situation.
Did they consult all project stakeholders to obtain their opinions about the need, scope, risk and feasibility? If not, identify missing stakeholders and explain how they could have addressed this requirement.
Did they define the project scope, risk and strategy in enough detail to enable the sponsor(s) to really understand what they’re getting into? If not, restate the project scope, risk and strategy in a way that can be understood.
Are the results of the research assembled into a well-written document and/or presentation? Ensure all APA and writing requirements are met.
*Sponsor is the customer, client, final owner, or entity providing funding. The sponsor has the power to provide funds, approve the use of resources, and/or stop the project.
Overview
Marketing and product sales are the lifeline of any business and the thorough knowledge of international marketing practices is a necessity for aspiring practitioners in international business. Analyzing marketing opportunities in international markets and creating marketing campaigns are skills that will help you succeed in global organizations.
The final project for this course is the creation of an international marketing plan that could be used for the evaluation of a new product launch and accompanying marketing campaign by a multinational corporation in a specific international market. This project will exercise your ability to analyze market conditions for a product launch in international markets based on real-world data. In your role as an aspiring marketi ...
Confirming PagesSection IV Developing Marketing Plans 231.docxbobbywlane695641
Confirming Pages
Section IV Developing Marketing Plans 231
example, a brand manager may have to present a marketing plan to senior executives in a
firm to get a budget request filled. This would be an internal source. Similarly, proposals
for funding from investors or business loans from banks often require a marketing plan.
These would be external sources.
Figure 1 presents a format for preparing marketing plans. Each of the 10 elements will
be briefly discussed. We will refer to previous chapters and sections in this text and to other
sources where additional information can be obtained when a marketing plan is being
prepared. We also will offer additional information for focusing particular sections of the
plan as well as for developing financial analysis.
Title Page
The title page should contain the following information: (1) the name of the product or
brand for which the marketing plan has been prepared—for example, Marketing Plan for
Little Friskies Dog Food; (2) the time period for which the plan is designed—for example,
2008–2010; (3) the person(s) and position(s) of those submitting the plan—for example,
submitted by Amy Lewis, brand manager; (4) the persons, group, or agency to whom the
plan is being submitted—for example, submitted to Lauren Ellis, product group manager;
and (5) the date of submission of the plan—for example, June 30, 2008.
While preparing the title page is a simple task, remember that it is the first thing readers
see. Thus, a title page that is poorly laid out, is smudged, or contains misspelled words can
lead to the inference that the project was developed hurriedly and with little attention to
detail. As with the rest of the project, appearances are important and affect what people
think about the plan.
Executive Summary
The executive summary is a two- to three-page summary of the contents of the report. Its
purpose is to provide a quick summary of the marketing plan for executives who need to be
informed about the plan but are typically not directly involved in plan approval. For
instance, senior executives for firms with a broad product line may not have time to read
the entire plan but need an overview to keep informed about operations.
The executive summary should include a brief introduction, the major aspects of the
marketing plan, and a budget statement. This is not the place to go into detail about each and
every aspect of the marketing plan. Rather, it should focus on the major market opportunity
and the key elements of the marketing plan that are designed to capitalize on this opportunity.
It is also useful to state specifically how much money is required to implement the plan.
In an ongoing firm, many costs can be estimated from historical data or from discussions with
other executives in charge of specific functional areas. However, in many situations (such as
a class project), sufficient information is not always available to give exact costs for every
aspect of production, promotion, and d.
Assessment Resource Summary
Unit Details
BSBMKG609 Develop a marketing plan
Assessment Type
This is a
summative assessment
, this assessment needs adequate practice prior to undertaking this assessment.
Assessment Methods
Project and PPT
Assessment 2
Task 2 – Project Work and Presentation
Submission Details
The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See instructions below for details.
Assessment description
This assessment his divided in four (4) sections. This assessment requires you to devise a marketing strategy, plan marketing tactics, prepare the marketing plan and present and adjust the marketing plan.
Procedure
Section 1:
Devise a marketing strategy
Write a report that outlines the marketing strategies required for a marketing plan. You may use the case study scenario in Annex VII to complete the tasks.
Also read:
Marketing Plan for SPAR
1. Evaluate the options for marketing opportunities.
a. Provide a summary of the organisation’s business structure and products/services it provides.
b. Address the organisational objectives.
c. Evaluate the risks and returns in the selection process.
2. Identify the organisation’s strengths and opportunities in line with its current capabilities and resources.
a. Complete a SWOT analysis.
b. Complete a gap analysis.
c. Identify at least two possible alliances, and weigh up the advantages and disadvantages.
3. Develop feasible marketing strategies for the product/service.
a. Identify the strategies for pricing, placement and promotional channels.
b. Describe a marketing mix, such as the people, processes and physical evidence.
c. Identify the target market segmentation.
d. Recommend marketing strategies and explain how they align with the organisation’s strategic direction.
4. Develop a marketing performance review strategy. The strategy must be able to:
a. Measure the organisation’s marketing performance using marketing metrics such as numbers of clicks, conversion rates and return on investment (ROI).
b. Review organisational performance, such as by using progress reports.
Section 2:
Plan marketing tactics
More to read:
PESTL Analysis Assessment Task
5. Write a report that details a tactical plan for implementing each of the marketing strategies you recommended.
a. Develop a coordination and monitoring mechanism for scheduled activities, such as a work schedule or project management application. This includes:
· Detailing a budget for implementing the marketing strategy
· Identifying the people responsible for tasks, including internal and external stakeholders such as suppliers and specialists.
b. Explain how the strategies are achievable in line with the organisation’s objectives, capabilities and budget.
c. Explain how the tactics meet legal and ethical requirements.
d. Identi.
Unit 1 Module 1 - Overview of LASAsOverview of LASAsT.docxwillcoxjanay
Unit 1: Module 1 - Overview of LASAs
Overview of LASAs
The strategy audit is a comprehensive analysis of the company’s business strategy and operating performance, and culminates in a series of recommendations for improving your company’s performance based on the findings and conclusions of your analysis. It involves assessing the actual direction of a business and comparing that course to the direction required to succeed in a changing environment. A company's actual direction is the sum of what it does and does not do, how well the organization is internally aligned to support the strategy, and how viable the strategy is when compared to external market, competitor, and financial realities. These two categories—the internal assessment and the external or environmental assessment—make up the major elements of a strategy audit.
Throughout this capstone course, you will work on a strategy audit for a selected organization. This will provide a summative learning experience that allows you to demonstrate your understanding of most of the MBA program learning outcomes and concepts in the various courses within the program. You will write this report as though you are a consultant to your selected company and are addressing the executive officers of this company. In each module, you will collect and analyze data in producing your report, but your final product will be condensed and focus on presenting your analysis findings and conclusions. You will submit two parts of a course project related to the strategy audit. You will submit these two parts in Modules 3 and 5.
Here is a list of tasks you will complete for your course project.
M1: Assignment 3—Market Position Analysis: You will assess the product portfolio of your selected organization by analyzing its value proposition, market position, and competitive advantage. You will identify the business unit of your company and the product(s) and service(s) you will focus on in this report. To gain a better understanding of these factors you will conduct at least one interview with a mid-level or senior manager.
M2: Assignment 2—External Environmental Scan: You will conduct a comprehensive external environment scan of your business unit along with a five forces analysis. Your analysis will incorporate any key customer-related factors and trends. You will use this information for a strengths, weaknesses, opportunities, and threats (SWOT) analysis in Module 4.
M3: Assignment 2—LASA 1: Preliminary Strategy Audit: This is where you submit the first part of your course project assignment. You will develop a preliminary strategy audit, in which you will include an analysis of the company’s value proposition, market position, competitive advantage, and an external environmental scan/five forces analysis. You will also identify the 5–7 most important strategic issues facing the organization or business unit and include a preliminary set of recommended tactics for improving your company’s strategic align ...
This part provides a template for developing a marketing strategy for the smaller organization. The format is a workbook style with many forms to help provide a solid guide for executing the strategy concepts discussed earlier. A complete marketing strategy document will be in much more detail than provided by the forms and questions. You will want to refer to the text for a detailed discussion of the concepts before filling in the forms.
OverviewOver the course of the semester you will prepare a m.docxloganta
Overview
Over the course of the semester you will prepare a marketing plan that will demonstrate your ability to apply marketing concepts to a real-world product or service. This assessment is in lieu of a final examination and was designed to measure your performance on all course learning outcomes.
Your plan will follow the marketing plan outline illustrated in table 2.2 of your textbook and further described in Appendix 1: Sample Marketing Plan for Sonic, a fictional product. You will submit your Marketing Plan Term Project in two parts:
Part 1:
Analysis of the current situation (30 percent of final grade)
Part 2:
Marketing strategy, budgets, and controls (20 percent of final grade)
(Part 2 will also include an executive summary, all slides from Part 1, incorporation of feedback from your faculty member, all footnotes, and a bibliography.)
Your marketing plan will take the form of a PowerPoint Presentation. Tips for effective PowerPoint slide development can be found under Course Content in the online classroom. Be sure you have access to a recent version of PowerPoint or similar presentation software.
You will be graded on the following criteria (refer to grading rubrics for more detailed information):
the degree to which you demonstrate your ability to conduct relevant external research
the degree to which you demonstrate application of the marketing principles covered throughout the course
the degree to which you exhibit critical-thinking skills
the degree to which you present a professional final product
Marketing Plan Term Project Requirements
Step 1: Select a Product or Service.
Due: End of week 2 (check course schedule for specific due date)
You will select a company and one of its specific products or services, for which you will prepare a marketing plan. Submit your choice to your faculty member for approval no later than the end of week 1.
Your choice of a product or service is important. Here are some tips to help you select an appropriate product or service:
Select a consumer product or service that you or your family uses regularly. This will help give you insight into customer behaviors in the purchase decision and will also make it more interesting to work on because you like the product or service.
Do not
select an industrial or business-to-business good or service.
Select a product or service that is large enough to have something written about it or its industry. This will help you find industry trends and competitive information via library research.
Select a publicly held company’s product or service. Again, there is more information available that will bring depth to your analysis. You will need revenue data, market-share data, or other measures to compare against competitive offerings.
Stay with nationally known brand names so that your faculty member has some knowledge of your choice and therefore can be more helpful to you.
Select a product or service that has some competition.
Do not select a new product or serv.
The marketing plan assignment needs to be done in APA format and at .docxcdorothy
The marketing plan assignment needs to be done in APA format and at least 12 pages in length. If you have an idea for a business, this is a good time to explore the idea. Its better to have an unsuccessful marketing plan before you might invest in it. The plan should be a new to the world product or service or maybe an improvement over an existing one. Please do not submit a marketing plan of an existing company, product or service.
This is the time to be creative and have fun with this project.
The Marketing Plan will be due this week Sunday.
Please see the format required:
The Marketing Plan
Introduction
As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detained plan, any business will be better prepared to launch a new product or build sales for existing products. Non-profit organizations also use marketing plans to guide their fundraising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism.
The Purpose and Content of a Marketing Plan
Unlike a business plan, which offers a broad overview of the entire organizations mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope, it serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point.
The Role of Research
To develop successful strategies and action plans, marketers need to up date information about the environment, the competition, and the market segments to be served. Marketing Research helps marketers learn more about their customers’ requirements, expectations, perceptions, and satisfaction levels. This deeper understanding provides a foundation for building competitive advantage through well-informed segmenting, targeting, and positioning decisions.
The Role of Relationships
The marketing plan shows how the company will establish and maintain profitable customer relationships. The relationships affect how marketing personnel work with each other and with other departments to deliver value and satisfy customers. It also affects how the company works with other stakeholders that include suppliers, distributors, strategic alliance partners, government regulators, media and the community at large to achieve the objectives listed in the plan.
From Marketing Plan to Marketing Action
Companies generally create yearly marketing plans, but some plans may cover a longer period. Marketers start planning well in advance of the implementation date to allow time for marketing research, thorough analysis, management review, and the necessary coordination of departments.
For effective implementation and control, the marketing plan should define how progress toward objectives will be measured. Managers typically use budgets, schedu.
A marketing plan is a written document detailing the current situation with respect to customers, competitors, and the external environment and providing guidelines for objectives, marketing actions, and resource allocations over the planning period for either an existing or a proposed product or service.
Similar to The marketing plan is a highly detailed (20)
1. How to Write a Marketing Plan Tutorial
How to Write a Marketing Plan
o Part 1: Purpose and Mission
o Purpose of the Marketing Plan
o Organization Mission Statement
o Part 2: Situational Analysis
o Analysis: Current Product(s)
o Analysis: Current Target Market(s)
o Analysis: Current Distributor Network(s)
o Analysis: Current Competitor(s)
o Analysis: Current Financial Condition
o Analysis: External Forces
o Analysis: Summary
o Part 3: Marketing Strategy and Objectives
o Identify Marketing Strategy
o Determine Financial Objectives
o Determine Marketing Objectives
o Part 4: Tactical Marketing Programs
o Tactical Decisions: Target Market
o Tactical Decisions: Product
o Tactical Decisions: Promotion
o Tactical Decisions: Distribution
o Tactical Decisions: Pricing
o Tactical Decisions: Additional Considerations
o Part 5: Budgeting, Performance and Implementation
o Setting the Marketing Budget
o Performance Analysis
o Implementation
o Part 6: Additional Considerations
The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many
inside and possibly outside the organization will evaluate. In many respects, the Marketing Plan is the
most important document produced by marketers as it not only helps to justify what has occurred in the
past, but is critical for explaining where a company intends to go in the future.
Th Marketing Plan is widely used by both large large corporate marketing departments and also by small
startup companies. It is particularly important for marketers who seek funding for new projects or to
expand existing products or services.
Essentially the Marketing Plan:
forces the marketing personnel to look internally in order to fully understand the results of past
marketing decisions.
forces the marketing personnel to look externally in order to fully understand the market in which
they operate.
2. sets future goals and provides direction for future marketing efforts that everyone within the
organization should understand and support.
is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is generally undertaken for one of the following reasons:
1. Needed as part of the yearly planning process within the marketing functional area.
2. Needed for a specialized strategy to introduce something new, such as new product planning,
entering new markets, or trying a new strategy to fix an existing problem.
3. Is a component within an overall business plan, such as a new business proposal to the financial
community.
There are many ways to develop and format a marketing plan. The approach taken here is to present a 6-
Part plan that includes:
1. Purpose and Mission
2. Situational Analysis
3. Marketing Strategy and Objectives
4. Tactical Programs
5. Budgets, Performance Analysis and Implementation
6. Additional Consideration
This plan is aimed at individual products and product lines, however, it can be adapted fairly easily for
use in planning one or more strategic business units (SBU). The page length suggested for each section
represents a single-spaced typed format for a plan focused on a single product. Obviously for multi-
product plans lengths will be somewhat longer.
It is assumed that anyone developing a Marketing Plan possesses a working understanding of marketing
principles. If you do not, it is suggested you spend considerable time learning about basic marketing
through the previous sections of the Principles of Marketing Tutorials.
Note, throughout the plan the word "product" is used. However, the information presented in the
Marketing Plan tutorials applies to both products and services.
Part 1: Introduction
Part 1 of the plan is designed to provide the reader with the necessary information to fully understand the
purpose of the marketing plan. This part also includes organizational background information, which may
be particularly important if the audience for the plan is not familiar with the company, such as potential
financial backers.
This part of the plan contains two key components:
1. Purpose of the Marketing Plan
2. Organization Mission Statement
Some of the information, in particular the mission statement, may require the input of upper-
management. The information in this part will prove useful later in the plan as a point of reference for
material that will be introduced (e.g., may help explain pricing decisions). In cases in which there are
separately operated divisions or SBU, there may also be mission statements for each.
3. Purpose of the Marketing Plan
The main body of the Marketing Plan often starts with the planner providing the rationale for the plan.
The tasks associated with this section are to (Length: 1 paragraph):
1. Offer brief explanation for why this plan was produced
e.g., introduce new product, enter new markets, continue growth of existing product, yearly review
and planning document, etc.
2. Suggest what may be done with the information contained in the plan
e.g., set targets to be achieved in the next year, represents a departmental report to be included in
larger business or strategic plan, etc.
Organization Mission Statement
For larger firms this may already exist in a public way (e.g., found in annual report, found on corporate
website) but for many others this may need to be formulated.
The organization mission statement consists of a short, finely-honed paragraph that considers the
following issues (Length: 1 paragraph):
1. Identifies a stable (i.e., not dramatically changing every year), long-run vision of the organization that
can answer such questions as:
Why is the company in business?
What markets do we serve and why do we serve these markets?
In general terms, what are the main benefits we offer our customers?
o e.g., a low price software provider may state they offer “practical and highly affordable business
solutions”
What does this company want to be known for?
What is the company out to prove to the industry, customers, partners, employees, etc.?
What is the general corporate philosophy for doing business?
What products/services does the company offer?
2. In developing the vision presented in the mission statement consider:
Company History
o How company started and major events of the company, products, markets served, etc.
Resources and Competencies
o Consider what the company currently possesses by answering the following:
What are we good at?
What is special about us compared to current and future competitors (in general terms do
not need to mention names)?
What do we do that gives us a competitive advantage?
o Consider the questions above in terms of:
people, products, financial position, technical and research capabilities, partnership/supply
chain relations, others
Environment
o Consider the conditions in which company operates including:
4. physical (e.g., facilities), equipment, political regulatory, competitive, economic,
technological, others
Part 2: Situational Analysis
The situational analysis is designed to take a snapshot of where things stand at the time the plan is
presented. It covers much of the same ground covered in thePreparing a Market Study tutorial, so those
preparing a Marketing Plan should check this out as well.
This part of the Marketing Plan is extremely important and quite time consuming. For many, finding the
metric needed in this section may be difficult, especially for those entering new markets. Anyone in need
of numbers should look theData Collection: Low-Cost Secondary Research tutorial, which may offer
ideas for inexpensively locating the numbers Marketing Plan writers may need. For those who can afford
to spend to locate marketing metrics, the Data Collection: High-Cost Secondary Research tutorial will
also be of value.
The situational analysis covers the following key areas:
Current Products
Current Target Market
Current Distributor Network
Current Competitors
Financial Analysis
External Forces
Analysis: Current Product(s)
May be able to skip this section if plan is for a new product and no related products exist.
Provide detailed analysis of the company’s product(s). (Length: 1-2 pages).
Describe the company’s current product(s) offerings in terms of:
1. Product Attributes
Describe the main product features, major benefits received by those using the product, current
branding strategies, etc.
2. Pricing
Describe pricing used at all distribution levels such as pricing to final users and to distributors,
incentives offered, discounts, etc.
3. Distribution
Describe how the product is made accessible to final users including channels used, major benefits
received by distributors, how product is shipped, process for handling orders, etc.
4. Promotion
Describe promotional programs and strategies in terms of advertising, sales promotion, personal
selling and public relations, how product is currently positioned in the market, etc.
5. 5. Services Offered
Describe support services provided to final users and distributors before, during and after the sale
Analysis: Current Target Market(s)
Examine in detail the company’s current target market(s). Obviously to do this section correctly takes a
great deal of customer-focused research. (Length: 2-3 pages).
1. Describe the target market approach:
What general strategy is used to reach targeted customers? Generally approaches include:
o mass market – aim to sell to a large broad market
o segmentation approach – aim to selectively target one (niche) or more markets
2. Describe demographic/psychographic profile of the market:
Profile criteria may include:
o gender, income, age, occupation, education, family life cycle, geographic region, lifestyle,
attitudes, purchasing characteristics, etc.
3. Describe the following characteristics of targeted customers:
Needs/benefits sought by market
Product usage
o Consider answers to these questions related to customers using the product such as:
who is using the product?
why do they use the product?
when do they use the product?
how is the product used?
Product positioning
o Evaluate how customers perceive the product in relation to competitor’s products or to other
solutions they use to solve their problems
Attitudes
o What is the target market’s attitude regarding the company’s product?
o What is the target market’s attitude regarding the general product category?
i.e., exam the general attitude regarding how products from all companies serve the target
market’s needs
4. Describe the purchasing process:
How does the target market make their purchase?
o What does the decision-making process involve?
o What sources of information are sought?
o What is a timeline for a purchase (e.g., impulse vs. extended decision-making)?
Who makes the purchase?
o Does user purchase or is other party responsible (e.g., parent purchasing for children)?
Who or what may influence the purchase?
5. Provide market size estimates (keep in mind these are estimates for the market not for a specific
product)
6. Provide size estimates for the potential market
o What is the largest possible market if all buy?
Provide estimates of size for the current target market
o What percent of the potential market actually purchased?
Provide estimates of future growth rates
o At least through the timeframe for the plan (e.g., 1 year) but most likely longer (e.g., 3-5 year
projections)
Analysis: Current Distributor Network(s)
This may not apply if company does not use distributors.Evaluate how the company’s product(s) is
distributed. Clearly marketing plans for a service company may not have much detail here but this section
will most likely have some relevance even for service firms (e.g., package delivery services, online legal
service, etc,). (Length: 2 pages).
1. Describe the channels/supply chain employed to sell and deliver the product:(Note: internal sales force
discussion should appear under company promotion in Current Product Analysis above.)
Options may include:
o direct to customer
o indirect via a distributor
o combination of both
2. What are the needs/benefits sought by distributors?
3. Describe the product’s role within the distributor network:
How is this product used within the distributor’s business?
How important is product within the distributor’s strategy?
How is product positioned?
o e.g., how does distributor view product in relation to competition
Attitudes and perceptions about company's product(s)
4. Purchase process
How does distributor network make their purchase?
Who or what influence distributor’s purchases?
5. Demographics
Who makes up the distributor network?
o types
o size
o geographic region
o markets served
7. Analysis: Current Competitor(s)
Examine the main competitors serving the same target market. For much more detail on analyzing
competitors see the Preparing a Market Study tutorial. This section may also benefit from the use of
comparison tables. (Length: 3-4 pages).
1. Describe direct competitors in terms of:
Target markets served
Product attributes
Pricing
Promotion
Distribution including the distributor network
Services offered
2. Discuss competitor’s strengths and weaknesses:
May need to consider much more than just marketing issues such as:
o financial standing
o target market perception
o R & D capabilities
3. Discuss competitive trends:
May need to include discussion of future competitive threats
Analysis: Current Financial Condition
Much of this information can be handled within a graphical format, such as tables and graphs, though a
paragraph explanation of each is generally required. Make sure to include total dollar (or other currency)
amounts as well as percentage market share. For more detailed marketing plans or for plans for seasonal
products, providing monthly or even weekly sales figures may be required. Provide a spreadsheet-style
layout showing detailed breakdown of marketing revenues and expenses. (Length: 2-4 pages).
1. Current Sales Analysis
Overall industry sales and market share (for at least the last year)
o total market sales
o total for company’s product(s)
o total for competition
By segments/product categories
o total for segments/product categories
o total for company’s product(s)
o total for competition
By Channels of Distribution
o total for each channel
o total for company’s product(s) by channel
o total for competition by channel
By Geographic Region
o total for each region
8. o total for company’s product(s) by region
o total for competition by region
2. Profitability Analysis
Revenues
o For highly detailed plans break out into categories as shown above in the Current Sales Analysis
section.
Marketing Expenses
o Types:
Direct – those expenses that can be tied to the product
Indirect or Proportional – generally administrative or broad marketing expenses that may be
assigned to a product based on some established criteria (e.g., a product’s percentage of
overall company sales) Note: not all companies follow this approach
o For highly detailed plans break out into categories as shown above in the Current Sales Analysis
section.
Analysis: External Forces
Describe trends, events, conditions that are external (usually uncontrolled by the company) that may
impact the company’s product(s) or the market. (Length: 1-2 pages)
1. Areas of consideration:
social and cultural
demographic
economic
technological
political
legal, regulatory, ethical
Analysis: Summary
In an effort to provide an easy to visualize summary of the product(s) consider using one or more of the
following commonly used product/market analysis tools. (Length: 1 page)
Planning With the Product Life Cycle
Boston Consulting Group Growth/Share Matrix
General Electric Market Attractiveness Matrix
Finally, summarize all information in the Situational Analysis. (Length: 1 page)
Provide a SWOT analysis for the company’s product(s) that includes:
Strengths
Weaknesses
Opportunities
Threats
9. Part 3: Marketing Strategy and Objectives
Those reading a marketing plan need a clear picture of the direction the product will take. Also, they want
to see that some accountability has been built into the plan so that the plan is not just fluff but results in
measurable actions.
The best way to provide this information is through a section devoted to identifying the key strategies and
objectives for the product(s).
This section consists of three major issues:
Marketing Strategy
Financial Objectives
Marketing Objectives
Identify Marketing Strategy
In this section identify the general marketing strategy under which this plan is being developed. It is very
possible that a product will follow more than one strategy (e.g., sell more of same product to current
customers but also find new customers in new markets). Plan developers may get some guidance and also
rationale for strategy by examining general business objectives that may be established for the entire
organization. For instance, the organization may state within its Mission Statement or in other internal
documents that its objective is to be the market leader in all markets it serves. This would then become an
objective for the products managed by a marketer.
Additionally, the Situational Analysis performed by the marketer may also provide insight. In particular,
planners may look to strategies that are suggested within the scope of Product/Market Analysis Tools.
However, planners should refer to the Mission Statement in Step 1 to ensure any strategies that are
developed are in line with how the company views itself. (Page length: less than 1 page)
Strategies generally fall under one of the following (or in some cases more than one) ideas:
1. Market growth (see ansoff matrix)
Higher market penetration
o Sell more to same market (i.e., get current customers to buy more or buy more frequently)
If overall market is growing this may not necessarily mean a growth in overall market share
If overall market is not growing this means a growth in overall market share
Find new markets
o Sell to markets or market segments not previously targeted
Develop new products for existing customers
Develop new products for new customers
2. Market stability
Techniques to keep the status quo
o Primarily used in times of economic decline or market decline
o Generally requires the taking of market share from others in the industry
3. Cost control
10. Techniques to contain costs or operate more effectively
o Can work in combination with market growth or market stability
4. Market Exit
Techniques to depart a market
Determine Financial Objectives
For many organizations the ultimate goal of the marketing plan is the effect it will have on the bottom
line. Measures reflect income statement items and common ratios. (Page length: less than 1 page)
1. Customer sales
by volume and growth percentage
by segments
2. Channel sales
by volume and growth percentage
by channel
3.Margins
4. Profitability
5. Ratios
use common financial ratios and other metrics associated with marketing in the industry
Determine Marketing Objectives
Marketing success can be measured on several non-financial market metrics. These measure are
important since these often shed light on underlying conditions and circumstances facing the company
that are not easily seen within financial measures. For instance, a company may report strong sales for a
product but market share information may suggest the product is losing ground to competitors. The
marketing objectives section will indicate targets to be achieved across several marketing decision areas.
To add additional strength to this section include marketing metrics where possible. (Page length: less
than 1 page)
1. Target Market Objectives
market share
o total
o by segments
o by channel
customers
o total
o number/percentage new
o number/percentage retained
purchases
11. o rate of purchases
o size/volume of purchases
2. Promotional Objectives
level of brand/company awareness
traffic building
o (e.g., store traffic, website traffic)
product trials
o (e.g. sales promotions, product demonstrations)
sales force
o (e.g. cycle time, cost per call, closing rate, customer visits, etc.)
3. Channel Objectives
dealers
o total
o number/percentage new
o number/percentage retained
order processing and delivery
o on-time rate
o shrinkage rate
o correct order rate
4, Market Research Objectives
studies initiated
studies completed
5. R&D Objectives
product development
6. Other Objectives
partnerships developed
Part 4: Tactical Marketing Programs
This is the heart of the marketing plan. It contains descriptions of detailed tactics to be carried out to
achieve the objectives and goals established in Step 3. It is typically the longest section of the plan, often
representing 50% or more of total page count.
In this section details and timetables are presented for six key decision areas:
Target Markets
Product
Promotion
Pricing
Distribution
Other Areas
12. Preferably this section includes a brief summary of current marketing decisions (see Part 2: Situational
Analysis) so readers of the plan can easily compare what was planned to what is planned.
Tactical Decisions: Target Market
If the target market remains the same as what was identified in the Situational Analysis then identifying
the market will be relatively easy though justification for continuing with this market is required. For new
markets a more detailed discussion is needed. This section also includes the sales forecast which is the
driving force for all financial forecasts. Depending on the depth of detail sought in the marketing plan, it
may be a good idea to include likelihood scenarios, such as best case, worst case, and probable case,
when developing the sales forecast. (Length: 1-2 pages)
1. Target Market Description:
Brief summary of current target market
Identify planned changes:
o Summarize changes:
Describe using profile (e.g., demographic, psychographic, behavioral, etc. )
Describe how it will be accomplished
o Justify planned changes:
Due to results
Due to research
Due to competition
Others
Describe target market tactics:
o Objectives
o Methods used change target market
o Profile the target marketing
2. Product Positioning:
Brief summary of product postition
o How does target market view product in relation to competitor’s products?
Identify planned changes:
o Summarize changes in product positioning
o Justify planned changes:
Due to results
Due to research
Due to competition
Others
Describe tactics to carryout changes
o Objectives
e.g. what is desired position?
o Methods used to change position
3. Sales Forecast for Each Product:
Brief summary of current sales
Identify changes
13. o Summarize changes in forecast
o Justify forecast (i.e., figures determined based on what information?)
Describe forecast
o Objectives
o Methods used to carry out
o Numerical estimates
Categories:
Total
By segment(s)
By distribution channel
Others
o Consider likelihood scenario analysis
Tactical Decisions: Product
In this section discuss the decisions to be made for existing or new products and services. Make sure to
consider all aspects of product decisions (branding, labeling, packaging) and not just the product itself.
Also, keep in mind product decisions can also impact distributors (e.g., distributor’s response to
packaging used to ship the product). (Length: 1-3 pages)
1. Brief Summary of Current Product Decisions for Users and Distributors in Terms of:
General description
o e.g., category of product, product line information
Features/attributes offered
o list key features
o main benefits target market receives
Branding
Packaging
Labeling
2. Identify Planned Changes:
Summarize changes
o For new products:
How was product developed?
Stage in development process
Timetable for availability
Justify changes:
o Due to results
o Due to research
o Due to competition
o Others
3. Describe Planned Changes:
Identify changes directed to the targeted user market:
o Objectives:
e.g., modify existing products, extend existing product line, develop new products, develop
new uses/benefits for existing products, delete current product, etc.
14. o Features/attributes offered
o Branding
o Packaging
o Labeling
Identify changes to the distributor network:
o Objectives:
e.g., improve distribution, improve protection, lower cost of handling, gain distribution, etc.
o Features/attributes offered
o Branding
o Packaging
o Labeling
Tactical Decisions: Promotion
Describe the decisions related to how the product will be promoted. In general, promotion consists of
four major areas – advertising, sales promotion, public relations and personal selling – though not all may
be used. Timetables for promotion are important since certain types of promotions (e.g., magazine ads,
trade shows) require long lead times. Most information in this section can be shown in tables and graphs.
Each of the four promotion areas is separated out, however, some planners find it easier to combine the
areas. For instance, the promotional areas could be combined within special promotion programs, such as
Holiday Promotion Program, Summer Promotion Program, etc. (Length: 1-4 pages)
1. Brief summary of current promotional decisions for users and distributors in terms of:
General description for four promotional areas:
o advertising
o sales promotion
o personal selling
o public relations
Message/theme
Methods used:
o Summarize methods used
o Summarize spending for each method
Interrelation of four promotional areas
o e.g., explain how advertising supports sales promotion
2. Identify planned changes:
Summarize changes
Justify changes:
o Due to results
o Due to research
o Due to competition
o Others
3. Describe planned changes:
Identify changes directed to the targeted user market:
o General description for four promotional areas:
o Objectives
15. Advertising - e.g., build general awareness/inquiries/traffic, encourage product trial, shift
awareness (e.g., change attitude), response to competitor promotion, increase use or
purchase rate, support other market decisions (e.g., support sales force), general
corporate/product image building, etc.
Sales promotion - e.g., build inquires, increase product trial, encourage repurchase, build
traffic, support other promotions
Personal selling - e.g., new account development, account support/maintenance, increase
product trial, encourage purchase/repurchase, build traffic, support other promotions
Public relations - e.g., build general awareness/inquiries/traffic, encourage product trial,
shift awareness (e.g., change attitude), respond to negative news/perception, image building,
prepare markets for future activity (e.g., new product)
o Methods and message:
type and media used: e.g., ad type (e.g., television spots, Internet banner ads, roadside
billboards, direct mail, etc.) , sales promotion type (e.g., coupons, demonstrations, etc.),
selling type (e.g., sales force, call center), PR type (e.g., press release, pitch to magazines,
etc.)
message conveyed
o Spending and timetables
total
sub-divided by:
type
e.g., ad spending, sales force compensation
media used
targeted users
Identify planned changes directed to the distributor network:
o General description
o Objectives
Advertising - e.g., build general awareness/inquiries, encourage product handling, shift
awareness (e.g., change attitude), response to competitor promotion, increase purchase rate,
support other market decisions (e.g., support sales force), general corporate/product image
building, etc.
Sales promotion - e.g., build inquires, encouraging inventory building, support other
promotions, encourage handling of new products, obtain distributor assistance
Personal Selling - e.g., new account development, account support/maintenance, encourage
purchase/repurchase/inventory building
Public Relations - e.g., build general awareness/inquiries/traffic, encourage distribution
trial, shift awareness (e.g., change attitude), respond to negative news/perception, image
building, prepare markets for future activity (e.g., new product)
o Methods and message
type and media
message conveyed
o Spending and timetables
total
sub-divided by:
type
media used
targeted distributor network
16. Tactical Decisions: Distribution
This marketing tactics section lays out the distribution plan for the product or service. Distribution is a
broad concept that includes all activities and entities (e.g., value chain partners) responsible for getting
the product or service to the customer. Distribution costs can represent a high portion of the overall cost
of the product so an efficient distribution system may be critical for marketing success. (Length: 1-3
pages)
Brief summary of current distribution network/value chain decisions:
o Types of channels used
direct - e.g., direct via sales force, Internet, etc.
indirect - e.g., retailers, wholesalers, agents
combination
o Level of market coverage
intensive - e.g., mass availability
selective - e.g., wide availability
exclusive - e.g., restricted availability
o Outlets handling product
types
number/level of penetration
geographic location
o Perceived product positioning
in relation to competitors
o Distribution costs
Identify planned changes:
o Summarize changes
o Justify changes:
Due to results
Due to research
Due to competition
Others
Describe planned changes:
o Objectives
e.g., account development, gain distributor support, account maintenance, account
penetration
o Types of channels employed
o Level of market coverage
o Outlets handling product
o Product positioning
o Distribution costs
Tactical Decisions: Pricing
Pricing decisions can be a complicated undertaking that requires knowledge of the market, competitors,
economic conditions and, of course, customers. For this section it is not necessary to provide extensive
financial evaluation of the pricing decision since most of this will take place in Part 5 Budgeting and
17. Implementation, however, the use of tables and graphs may be helpful in showing pricing trends and
pricing decisions within various categories. (Length: 1-2 pages)
Brief summary of current pricing decisions:
o Describe pricing decisions by:
model/product
segment
channel
geography
other
o Adjustments and Allowances
Discounting
Payment terms
Identify planned changes
o Summarize changes
o Justify changes:
Due to results
Due to research
Due to competition
Other
Describe planned changes:
o Objectives
e.g., return on investment, market share, profit level, price leadership, match competition,
etc.
o Factors affecting price setting
Cost factors
Fixed costs to be covered
Variable costs
Customer expectations
Company expectations
e.g., margins, ROI
Demand Considerations
market elasticity
position on product life cycle
Competition
Economic conditions
Legal/regulatory considerations
o Pricing Options
list, preferred or suggest pricing
adjustments and allowances
sub-divided by:
product/model
customer
channel
other
18. Tactical Decisions: Additional Considerations
(These may be optional.)
In this section include a discussion of other marketing decision areas. Two additional areas – customer
support service and marketing research – are provided though it is possible others exist. (Length: 1 page
or less each)
Customer Support Services
o Brief summary of current customer support services decisions:
types offered:
e.g. call center, online, service desk, walk-up, on-site
customers being serviced:
e.g., current customers, potential customers, distributor network
service delivery method:
e.g., internally managed, contracted, partnership arrangement
o Identify planned changes
Summarize changes
Justify changes:
Due to results
Due to research
Due to competition
Other
o Describe planned changes
Objectives
e.g., availability, response time, satisfaction level
Types offered
Customers being serviced
Service delivery method
Spending and timetables
Market Research
o Brief summary of current market research efforts
Projects
e.g., completed, in process, under consideration
Research responsibility
e.g., internally managed, contracted, partnership arrangement
Identify planned changes
Summarize changes
Justify changes:
Due to results
Due to research
Due to competition
Other
Describe planned changes
Objectives
e.g., customer analysis, market analysis, competitor analysis, exploratory
Projects
19. Service responsibility
Spending and timetables
Part 5: Budgeting, Performance and Implementation
In many ways this part of the marketing plan is the area that will ultimately "sell" the plan to those who
have the power to give final approval. This step consists of three key topics:
Marketing Budget - presents a clear picture of the financial implications of the plan
Performance Analysis - presents the expected results of the plan including its financial impact
Implementation Schedule - shows timelines and identify those responsible for performing tasks
Setting the Marketing Budget
This section should lay out spending requirements necessary for meeting the plan's objectives. It is
expected that several tables and graphs will be presented along with narratives explaining important
budget issues. (Length: 2-3 pages)
Outline spending requirements for each tactical marketing decision
o Breakdown each tactical category
e.g., types of advertising, types of services offered, marketing research expense, etc.
o Show detailed spending timetable by:
Month
Year
o Show spending by:
Product (if plan is for more than one)
Segment/Geographic area
Distribution Network/Channel
Performance Analysis
This section should contain various performance metrics including the financial implications of the plan
in terms of contributions to the company’s bottom line. HOWEVER, as was stated in the beginning of the
Marketing Plan tutorial, the marketing plan is generally a component of a larger business plan. We do not
cover a full financial discussion such as a full balance sheet, income statement, detailed ratio analysis,
etc., though these could be included if necessary. Again, numerous tables and graphs should be
presented. (Length: 2-3 pages)
Marketing Contribution
o Show revenue versus expenses for marketing decisions
Revenue should follow sales forecasts (see Part 4)
Show expenses by category (e.g., advertising) and sub-category (e.g., types of advertising)
o Breakdown by:
Product
Segment/Geographic area
20. Distribution Network/Channel
Breakeven Analysis:
o Primarily for plans that involve the sale of tangible products, the breakeven analysis indicates
the level of sales (generally described in terms of number of units sold) required before the
company realizes positive marketing contribution.
o Requires understanding of:
Fixed costs – cost that occur no matter level of sales
Variable costs – cost that may change as level of sales varies
o Present as both graph and chart
Show breakeven point over level of sales volume
From zero through best scenario sales level
Show breakeven over time
Ratio Analysis
o Limit to important marketing ratios that are common to the industry
e.g., sales cycle, advertising-to-sales, conversions from trial to purchase, website traffic-to-
search engine marketing, etc.
Implementation
Provide a discussion of how and by whom the plan will be carried out. (Length: 1-2 pages)
Detailed schedule of tasks and those responsible:
o Breakdown by important tactical marketing decisions
Best presented in a Gantt chart format.
o Identify those responsible for each important task:
If unsure leave generic
e.g., advertising agency, web hosting company, distributors, etc.
Part 6: Additional Considerations
The final major section in the Marketing Plan prepares the reader for potential situations that may affect
the plan. In this way the reader is provided with a somewhat more balanced picture of what the company
may face as it attempts to implement the plan. (Length: 2-3 pages)
1. Internal Factors
Discuss company factors that may affect the plan
o e.g., loss of funding sources, loss of key personnel, current plan is linked to success to other
products that may not reach their goals, production problems, etc.
2. External Factors
Discuss outside factors that may affect the plan
o e.g., supply chain problems, competitor reaction, technological developments, legal
environment, societal changes, economic issues, governmental concerns, etc.
21. 3. Research Limitations
Discuss problems that may exist with the research information on which assumptions are being
made
o e.g., difficult to find solid data on a certain subject