Katharine Becks- Fall Marketing Plan


Marketing Plan

 A formal, written marketing plan is essential; in that it provides an unambiguous reference point for activities throughout the planning period. However, perhaps the most important benefit of these plans is the planning process itself. This typically offers a unique opportunity, a forum, for information-rich and productively focused discussions between the various managers involved. The plan, together with the associated discussions, then provides an agreed context for their subsequent management activities, even for those not described in the plan itself. Additionally, marketing plans are included in business plans, offering data showing investors how the company will grow and most importantly, how they will get a return on investment.

 Follow The Marketing Plan Handbook.  The following is a typical template for a marketing plan.

1. Situation analysis

a. Analysis of the internal environment.

b. Analysis of the Customer environment.

c. Analysis of the external environment.

2. SWOT analysis and matrix

a. Strengths

b. Weaknesses

c. Opportunities

d. Threats

e. Analysis of SWOT matrix

f. Developing competitive advantage

g. Developing Strategic focus.

3. Marketing goals and objectives

a. Marketing goals

b. Marketing objectives

4. Marketing strategy:

a. Primary (and Secondary) target market

b. Marketing mix strategy

i.      Product strategy

ii.      Pricing strategy

iii.      Distribution/supply chain strategy

iv.      Promotion (Integrated Marketing Communication) strategy

5. Marketing implementation:

a. Structural issues

b. Tactical issues

6. Evaluation and control:

a. Formal controls

b. Informal controls

c. Implementation schedule and timeline

d. Marketing audits

7. Executive summary: (You will write this at the end but put this in the very beginning)

a. Synopsis

b. Major aspects of the marketing plan

Marketing …