The Marketing Plan

Marketing Process

Consists of:

Analyzing Marketing Opportunities Researching and Selecting Target Markets Designing Marketing Strategies Planning Marketing

Programs Implementing &

Controlling the Program

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.

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 Implementation & Controls

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.

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

Contents of Marketing Plan

Opportunity and Issue Analysis Major issues facing products and sales Review of Key Issues & Opportunities in

SWOT AnalysisStrengths Weaknesses Opportunities Threats

Contents of Marketing Plan

Marketing Objectives Financial and Marketing Goals, by

Sales Volume Market Share Profit Pricing Distribution objectives. Increase / Achieve

Generate / Reach

Contents of Marketing Plan

Objectives vs. Strategies

Goal or Objective: NY or San Francisco

Strategy: Air?

Car?

Truck?

Train?

Walk?

Or Bike?

Objectives vs. Strategies

Objective:

San Francisco Strategy:

Bike Tactic:

3-Speed

Contents of Marketing Plan

Marketing Strategies Select Target Segments Marketing Mix --- 4P’s Positioning Distribution Strategies The Game Plan

Contents of Marketing Plan

Action Plan or Program Specific product, promotional, pricing, and

distribution

tactics / activities. Includes timing and calendar

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.

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 Implementation & Controls