Marketing Plan Outline

I. Executive Summary

(2 page summary of the market, opportunity, product, pricing, distribution, and promotional programs including your expected results).

II. Market Analysis.

a. Market Analysis

1. Segmentation approach2. Needs by segment3. Segment Potential

b. Analysis of Current and Potential Competitors

c. Environmental Analysis

1. Technology 2. Society3. Industry4. Etc.

III. Marketing Plan

a. Description of the market opportunity (based on section II analysis).

1. Description of need.2. Discussion of market potential.3. Description of product concept.

b. Product Strategy

1. Description of product2. Objectives for product3. Features and Benefits4. Product Quality Strategy5. Product Service Strategy6. Competitive positioning of product7. Estimated Costs

c. Pricing Strategy

1. Basic Price Strategy Skimming vs Penetration Cost Plus Others?

2. Competitor issues

d. Distribution Strategy

1. Channels used to distribute the product.2. Dealers, etc.3. Channel co-marketing and relationships4. Costs 5. Competitor issues

e. Marketing Communication and Promotional Strategy

1. Overall promotional objectives2. Advertising3. Personal Selling

Sales programs Incentives Sales support

4. Sales Promotions5. Program Costs6. Competitor issues

IV. Technological Issues

a. Trends

b. Impact on product offering.

V. Financials

a. Sales Volume Forecast

b. Marketing and Service Provision costs

c. Estimated Income.