Marketing Plan

• describe and explain the current situation
• specify the expected results (objectives)
• identify the resources that will be needed (including financing, time, and skills)
• describe the actions that will need to be taken to achieve the objective(s)
• devise a method of monitoring results and adjusting the plan where necessary

1. Title page
2. Executive Summary
3. Current Situation - Macroenvironment
• economy
• government
• legal
• technology
• ecological
• sociocultural
• supply chain
4. Current Situation - Market Analysis
• market definition
• market size
• market segmentation
• industry structure and strategic groupings
• Porter 5 forces analysis
• competition and market share
• competitors' strengths and weaknesses
• market trends
5. Current Situation - Consumer Analysis
• nature of the buying decision
• participants
• demographics
• psychographics
• buyer motivation and expectations
• loyalty segments
6. Current Situation - Internal
• company resources
• financial
• people
• time
• skills
• objectives
• mission statement and vision statement
• corporate objectives
• financial objective
• marketing objectives
• long term objectives
• corporate culture
7. Summary of Situation Analysis
• external threats
• external opportunities
• internal strengths
• internal weaknesses
• key success factors in the industry
• our sustainable competitive advantage
8. Marketing research
• information requirements
• research methodology
• research results
9. Marketing Strategy - Product
• product mix
• product strengths and weaknesses
• perceptual mapping
• product life cycle management and new product development
• Brand name, brand image, and brand equity
• the augmented product
• product portfolio analysis
• B.C.G. Analysis
• contribution margin analysis
• G.E. Multi Factoral analysis
• Quality Function Deployment
10. Marketing Strategy - Market share objectives
• by products,
• by customer segments,
• by geographical markets
11. Marketing Strategy - Price
• pricing objectives
• pricing method (eg.: cost plus, demand based, or competitor indexing)
• pricing strategy (eg.: skimming, or penetration)
• discounts and allowances
• price elasticity and customer sensitivity
• price zoning
• break even analysis at various prices
12. Marketing Strategy - Promotion
• promotional goals
• promotional mix
• advertising reach, frequency, flights, theme, and media
• sales force requirements, techniques, and management
• sales promotion
• publicity and public relations
• electronic promotion (eg.: Web, or telephone)
13. Marketing Strategy - Distribution
• geographical coverage
• distribution channels
• physical distribution and logistics
• electronic distribution
14. Implementation
• personnel requirements
• assign responsibilities
• give incentives
• training on selling methods
• financial requirements
• management information systems requirements
• month-by-month agenda
• pert or critical path analysis
• monitoring results and benchmarks
• adjustment mechanism
• contingencies (What if's)
15. Financial Summary
• assumptions
• pro-forma monthly income statement
• contribution margin analysis
• breakeven analysis
• Monte Carlo analysis
16. Appendix
• pictures and specifications of the new product
• results from research already completed

<< Previous Word Browser Next >>
saiyan weekend update (sketch) spencer abraham in living color gay byrne piacenza lawrence klein arc eye higgs boson snow blindness wharton econometric forecasting associates	oi polloi henry dearborn room temperature shar chrysalis records valley forge sten plasticity (physics) sign grey market carbon copy	sturmgewehr 44 lakeside school world hockey association mongol empire bloody friday hormone therapy the seven habits of highly effective people alfred lee loomis valley forge, pennsylvania corked bat tsunami channel	list of political parties in israel phetchabun province ride with the devil ronald ross throgs neck bridge charles louis alphonse laveran sex hormone karabiner 98k adaptec allvar gullstrand charlotte sting