Below is the structure for your 'Most Effective and Efficient Marketing Plan'. Follow it carefully and be 'REAL'. The Market Entry Stage is when you and your @ha Idea move from dress rehearsal to 'live'. The risks and potential rewards are much higher - and launching a business tends to end how it started. So start well. The marketing plan is a critical phase. Get it wrong and you risk all. Get it right and you well may be at the 'end of the beginning'. The 1st edition of your marketing plan (correct for this phase) should be around 10-15 pages - follow the structure and headings below.
Marketing Plan Outline
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
- Market Share
- Value Drivers
- Decision Process
- Concentration of customer base for particular products
- Market position
- Market shares
- Political and legal environment
- Economic environment
- Social and cultural environment
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:
- Percent of sales
- What they want
- How they use product
- Support requirements
- How to reach them
- Price sensitivity
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.
The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include:
- Brand name
- Scope of product line
Discuss pricing strategy, expected volume, and decisions for the following pricing variables:
- List price
- Payments terms and financing options
- Leasing options
Decision variables include:
- Distribution Channels, such as direct, retail, distributors and intermediates
- Motivating the channel - e.g. distributor margins
- Criteria for evaluating distributors
- Advertising, inc how much and which media
- Public relations
- Promotional programs - esp viral
- 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.
Summarize all of the above.