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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