marketing plan outline

OUTLINE: MARKETING PLAN1.0 EXECUTIVE SUMMARY

2.0 SITUATIONAL ANALYSIS2.1 MARKET ANALYSIS

2.1.1 Market Needs- Benefits (values) that are important to customers (current and new/emerging

needs)2.1.2 Market Trends2.1.3 Market Growth

2.2 COMPETITION ANALYSIS- Competitors – strategy, and market share

2.3 SWOT ANALYSIS- Frm 2.1, 2.2, and Marketing Environments 2.3.1 Strengths2.3.2 Weaknesses2.3.3 Opportunities2.3.4 Threats

3.0 MISSION AND OBJECTIVES3.1 CORPORATE MISSION3.2 MARKETING OBJECTIVES3.3 FINANCIAL OBJECTIVES

4.0 MARKET TARGETING AND POSITIONING 4.1 TARGET MARKET

- Target Market Profiles- Justification

4.2 PRODUCT POSITIONING- Point-of-Different- Point-of-Parity- State “Value Proposition”

5.0 MARKETING MIX STRATEGIES 5.1 PRODUCT STRATEGIES5.2 PRICING STRATEGIES5.3 CHANNEL OF DISTRIBUTION STRATEGIES5.4 MARKETING COMMUNICATION STRATEGIES

6.0 SALES FORECASTING 7.0 MARKETING BUDGET 8.0 IMPLEMENTATION AND CONTROL

8.1 MILESTONE8.2 MARKETING ORGANIZATION8.3 CONTINGENCY PLAN