1. Executive Summary
A high-level summary of the marketing plan.
2. The Challenge
Brief description of the product to be marketed and associated goals, such as sales figures and strategic goals.
3. 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
Climate:
- 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 company's internal attributes can be classed as strengths and weaknesses
- The external environment presents opportunities and threats.
4. Market Segmentation
Present a description of the market segmentation as follows:
Segment 1:
- Description
- Percent of sales
- What they want
- How they use product
- Support requirements
- How to reach them
- Price sensitivity
Segment 2:
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5. Alternative Marketing Strategy
List and briefly discuss the alternatives that were considered before arriving at the recommended strategy.
6. 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
- Payments terms and financing options
- Leasing options
Distribution (Place)
Decision variables include:
- Distribution Channels, such as direct, retail, distributors and intermediates
- Motivating the channel - e.g. distributor margins
- Criteria for evaluating distributors
- Locations
- Logistics
Promotion
- Advertising, inc how much and which media
- Public relations
- Promotional programs - esp viral
- Budget
- Projected results of the promotional programs
7. Short and 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 break-even analysis.
8. Conclusion
Summarize all of the above.
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