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BASIC MARKETING PLAN

Marketing Plan Outline


I.   Executive Summary

     A high-level summary of the marketing plan.

II.   The Challenge

      Brief description of product to be marketed and associated goals, such as sales figures     and strategic goals.

III.   Situation Analysis

Company Analysis Goals Focus Culture Strengths Weaknesses Market share Customer Analysis Number Type Value drivers Decision process Concentration of customer base for particular products Competitor Analysis Market position Strengths Weaknesses Market shares Collaborators Subsidiaries, joint ventures, and distributors, etc.Climate Macro-environmental PEST analysis: Political and legal environment Economic environment Social and cultural environment Technological environment SWOT Analysis A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows: The firm's internal attributes can be classed as strengths and weaknesses. The external environment presents opportunities and threats.

IV.   Market Segmentation
Present a description of the market segmentation as follows: Segment 1 
DescriptionPercent of salesWhat they wantHow they use productSupport requirementsHow to reach themPrice sensitivity
Segment 2   .   .   . 

V.   Alternative Marketing Strategies

List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.

VI.   Selected Marketing Strategy

Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.

Product

The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include: Brand Name, Quality Scope of product line, Warranty Packaging.

Price

Discuss pricing strategy, expected volume and decisions for the following pricing variables: List Price Discounts, Bundling Payment Terms, Financing Options and Leasing Options.

Distribution (Place)

Decision Variables include: Distribution Channels, such as direct, retail, distributors & intermediates
Motivating the Channel - for example, distributor margins
Criteria for evaluating distributors, Locations Logistics, including transportation, warehousing and order fulfilment Promotion Advertising, including how much and by which media. Public Relations, Promotional Programs Budget; determine break-even point for any additional spending projected results of the promotional programs

VII.   Short & Long-Term Projections

The selected strategy's immediate effects, expected long-term results and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.

VIII.   ConclusionSummarize

All of the above.

Appendix 
Exhibits Calculations of market size, commissions, profit margins, break-even analyses, etc.

Recommended ReadingBangs, Jr., David H. The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Products, or Service