The marketing plan consists of analyzing opportunities, selecting target markets, designing strategies, and implementing and controlling programs. It directs the firm's marketing efforts by assembling facts about the organization, markets, products, customers, and competition. The plan sets goals and objectives within time periods. It includes an executive summary, current situation analysis, objectives, strategies, action programs, and financial projections.

1. The Marketing Plan

2. Marketing Process
Consists of:
 Analyzing Marketing Opportunities
 Researching and Selecting Target Markets
 Designing Marketing Strategies
 Planning Marketing
Programs
 Implementing &
Controlling the Program

3. Marketing Planning
 Marketing Plan directs the marketing efforts of the
firm.
 Assembles pertinent facts about organization, the
markets it serves, its products/services, customers
and competition.
 Forces department and
functional managers to work together.
 Sets goals, objectives within time
periods.

4. Contents of
Marketing Plan
 Executive Summary and Table
of Contents
 Current Marketing Situation
 Opportunity & Issue Analysis
 Marketing Objectives
 Marketing Strategies
 Action Programs
 Financial Projections
or Projected P & L’s

5. Contents of
Marketing Plan
 Executive Summary and Table of Contents
 Permits senior management
to grasp major thrust.
 Briefly states contents of
the whole plan.
 Main goals and
recommendations.

6. Contents of
Marketing Plan
 Current Marketing Situation
 Relevant background/facts on firm, sales, costs,
the market, profits, history, growth, products,
services, channels/ distribution, share of
market, and competitors.
 SWOT Analysis
 Trends & Macro
Environment

7. Contents of
Marketing Plan
 Opportunity and Issue Analysis
 Major issues facing products and sales
 Review of Key Issues & Opportunities in
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

8. Contents of
Marketing Plan
 Marketing Objectives
 Financial and Marketing Goals, by
Sales Volume
Market Share
Profit
Pricing
Distribution
objectives.
 Increase / Achieve
Generate / Reach

9. Contents of
Marketing Plan
Objectives vs. Strategies
Goal or Objective:
NY or San Francisco
Strategy: Air?
Car?
Truck?
Train?
Walk?
Or Bike?

10. Objectives vs. Strategies
 Objective:
San Francisco
 Strategy:
Bike
 Tactic:
3-Speed

11. Contents of
Marketing Plan
 Marketing Strategies
 Select Target Segments
 Marketing Mix --- 4P’s
 Positioning
 Distribution
Strategies
 The Game Plan

12. Contents of
Marketing Plan
 Action Plan or Program
 Specific product, promotional, pricing, and
distribution
tactics / activities.
 Includes timing and calendar

13. Contents of
Marketing Plan
 Financial Projections (Projected Profit and
Loss)
 Builds a supporting budget
 Forecasted sales volume
 Average price and
expenses
 Implementation & Controls
 Monitoring planning
and reviewing results.

14. Contents of
Marketing Plan
 Executive Summary and Table
of Contents
 Current Marketing Situation
 Opportunity & Issue Analysis
 Marketing Objectives
 Marketing Strategies
 Action Programs
 Financial Projections
or Projected P & L’s