MARKETING PLAN

Marketing vs. Business Plans• Marketing Plans

• describes the current market position of a business and its marketing strategy

• Defines growth, goals, and market size

Parts of a Marketing Plan

1. Executive Summary

2. Company Description

3. Strategic Focus and Plan

4. Situation Analysis

5. Market – Product Focus

6. Marketing Program

7. Financial Data and Projections

8. Organization

9. Implementation

10. Evaluation

Executive Summary• Summarizes what is to come• “Sells” the Marketing Plan

Company Description• Describes what the organization does• Highlight recent history• Highlight recent success

Strategic Focus and Plan• Communicates Mission and Vision

• Mission Statement – what you want to accomplish• Vision Statement – how you will accomplish it

• Identifies both financial and non-financial goals• Identifies:

• Core Competencies – what you do• Competitive Advantage – how you do it better

Assignment

Create a marketing plan for your Franchise

Start With:1. Company Description

2. Strategic Focus and Plan

Situation Analysis• Analyze where you were, are, and are going• SWOT Analysis

• Strengths• Weaknesses• Opportunities• Threats

• Industry, Competition, Company, and Customers Analysis

Market-Product Focus• Set objectives• Identify target markets• Identify Points of Difference• Positioning

Marketing Program• Identify the marketing mix

Strategy Include these elements:

Product Features, Brand Name, Packaging, Services, Warranties

Price List price, Discounts, Credit Terms, Payment Period

Promotion Advertising, Personal Selling, Sales Promotions, Publicity

Place Outlets, Channels, Coverage, Transportation, Stock Level

Financial Data and Projections

• Past and Present data• Revenue and Expenses

Organization• Organizational chart of management structure• Both current and potential positions

Implementation Plan• How will company turn plans into results• Details for strategies

Evaluation• Compares results with goal• Determine if there are successes• Makes any deviations necessary