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Prof Prashant Kumar GuptaJain College of MBA & MCA
MARKETING PLANNING
It is a road mapIt surveys the business environmentDescribes SWOTContains financial budgets and
marketing strategyDifferent from business plan (is more
about strategy)
MARKETING PLANNING
MARKETING PLAN STEPS
Executive SummaryEnvironmental/Situational AnalysisSWOT AnalysisMarketing Objective (Market share, Profi tability, Sales
Volume)Marketing Strategy (Target Market and Marketing Mix)Action Program (Who, When, How)Financial Projections
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