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Nature and Contents of
Marketing Plan
Marketing Plan
• A marketing Plan is a written document that
summarises what the marketer has learned
about the market pla...
Marketing Plan
• Marketing plans are becoming more customer
and competitor oriented.
• They draw more realistic from all t...
Contents of Marketing Plan
• Executive summary and table of contents.
• Situational analysis
– This contains relevant back...
Contents of Marketing Plan
• Marketing Strategy.
• Financial projections.
• Implementation controls
– Monitoring and adjus...
• Strategic planning for individual business
entails the following activities:
• Defining the business mission
• Analysing...
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Nature and contents of marketing plan

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Nature and contents of marketing plan

  1. 1. Nature and Contents of Marketing Plan
  2. 2. Marketing Plan • A marketing Plan is a written document that summarises what the marketer has learned about the market place and indicates how the firm plans to reach its marketing objectives. • It contains tactical guidelines for the marketing programmes and financial allocations over the planning period.
  3. 3. Marketing Plan • Marketing plans are becoming more customer and competitor oriented. • They draw more realistic from all the functions and are team developed. • Planning is becoming a continuous process to respond to rapidly changing market conditions. • Most MPs cover one year in 5 to 50 pages.
  4. 4. Contents of Marketing Plan • Executive summary and table of contents. • Situational analysis – This contains relevant background data on the sales, costs, the market, competitors, and the various forces in the micro environment. – How do we define the market, how big is it , and how fast is it growing? – What are relevant trends? – What is the pdt offering, and what critical isuues do we face? – SWOT analysis.
  5. 5. Contents of Marketing Plan • Marketing Strategy. • Financial projections. • Implementation controls – Monitoring and adjusting implementation of the plan. – Goals and budget of each month or quarter – Periodical review and corrective action – Contingency plan
  6. 6. • Strategic planning for individual business entails the following activities: • Defining the business mission • Analysing external opportunities and threats • Analysing internal strengths and weaknesses • Formulating goals • Formulating strategy • Formulating supporting programmes • Implementing the programmes • Gathering feedback and exercise control.

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