Reference no: EM132422279

Outline Format for the Marketing Plan

Executive Summary

1.  Summarize the overall plan in broad strokes. Highlight the most important parts.
2.  Should be concise enough that a person could read it in approximately 2 minutes and have a basic understanding of your plan.

Current Situation: Internal

1.  What is your organizations mission, and how will the marketing plan support it?
2.  What resources will be needed for the plan?
3.  What critical elements could make the difference between outstanding and poor marketing performance?
4.  What strengths and weaknesses do internal factors represent for my organization?

Current Situation: External

1.  What are the most important external trends affecting my marketing?
2.  What opportunities and threats do external factors pose to my organization?
3.  What types risks is the business dealing with?

Competitive Factors

1.  Who are my current competitors and what industries could become competitors in the future?
2.  Market share of each competitor

Marketing Strategy (Targeted Segments and Service Requirements)

1. What are my goals and expected outcomes?
2. Who are my customers? Demographics?
3. How will we do customer service?

Marketing Direction and Objectives

1. Specific objectives for your business and how you plan to progress

Product Strategy

1. What is your product and how is it different?
2. Features, advantages, and Benefits of the product

Pricing Strategy

1. Fixed and variable costs
2. Breakeven volume
3. Competitor pricing
4. Promotional pricing

Communications and Influence Strategy

1. How will you advertise?
2. What types of sales promotions will you use?
3. How will public relations be completed?
4. Will you use direct marketing strategies? Personal selling strategies?

Channel Strategy

1. Retail locations versus online?
2. Why did you choose the locations? Online?

Financial and Forecasts

1. What are the costs associated with the marketing plan?
2. Who will do what tasks?
3. Management assignments?
4. Expected profit and loss analysis
5. Marketing budget

Implementation, Metrics and Marketing Control

1. Contingency plans
2. Implementation schedule for the phases of the plan
3. What measures can we assess to make sure that we are successful?