Marketing Plan Contents and Presentation

Practical presentation There are many formats for marketings plans and every company does it a little differently, but the outline that follows is a very complete format. Using this format will produce a 30 to 40 page plan. Many companies prefer an abridged format that would yield a 10 to 20 page plan. 1. Title Page 2. Executive Summary 3. Current Situation- Macroenvironment o Economy o Legal o Government o Technology o Ecological o Sociocultural o Supply chain 4. Current Situation- Market Analysis o Market definition o Market size o Market segmentation o Industry structure and strategic groupings o Porter 5 forces analysis o Competition and market share o Competitor`s strengths and weakness o Market trends 5. Current Situation- Consumer Analysis o Nature of the buying decision o Participants o Demographics o Psychographics o Buyer motivation and expectations o Loyalty segments 6. Current Situation- Internal o Company resources  Financial  People  Time  skills o objectives  mission statement and vision statement  corporate objectives  financial objectives  marketing objectives  long term objectives o corporate culture 7. Summary of Situation analysis o External threats o External opportunities o Internal strengths o Internal weakness o Key success factors in the industry o Our sustainable competitive advantage 8. Marketing research o Information requirements o Research methodology o Research results 9. Marketing Strategy- Product o Product mix o product strengths and weakness  perceptual mapping o product life cycle management and new product development o brand name, brand image, and brand equity o the augmented product o product portfolio analysis  B.C.G Analysis  G.E. Multi factoral analysis  Quality Function Deployment 10. Marketing Strategy- Market share objectives o By products, o By customer segments, o By graphical markets 11. Marketing Strategy- Price o Pricing objectives o Pricing method (eg: cost plus, demand based, or competitor indexing) o Pricing strategy (eg: skimming, or penetration) o Discounts and allowances o Price elasticity and customer sensitivity o Price zoning o Break even analysis at various prices 12. Marketing Strategy- promotion o Promotional goals o Promotional mix o Advertising reach, trequency, flights, theme, and media o Sales force requirements, techniques, and management o Sales promotion o Puplicity and public relations o Electronic promotion (eg.: Web, or telephone) 13. Marketing Strategy- Distribution o Geographic coverage o Distributional channels o Physical distribution and logistics o Electronic distribution 14. Implementation o personnel requirements  assign responsibilities  give incentives  training on selling methods o financial requirements o management information systems requirements o month-by-month agenda  PERT or critical path analysis o monitoring results and benchmarks o adjustment mechanism o contingencies (What if`s) 15. financial Summary o assumption o pro-forma monthly income statement o contribution margin analysis o breakeven analysis o Monte Carlo method o ISI: Internet Strategic Intelligence 16. scenarios o Prediction of Future Scenarios o Plan of Action for each Scenarios 17. Appendixes o pictures and specifications of the new product o results from research already completed