MARKETING PLAN OUTLINE

Directions: Make a Marketing Plan for a Product or Service of the Future.

Submission: Saturday, May 23, 2015
Format: Word
Outline:
I.

Executive Summary
1.1. Executive summary is 1-2 slides long only
1.2. What is your company all about, your product(s), and your target market (the market segments you
serve and what are their demographic profile), positioning statement, and implementation plan

II. Situation Analysis

A. Company Analysis
Company name
The owners and their respective positions in the company
Location of your business/ stand/ outlet
Company Goals
Company Focus
Company Culture
Market share (expected market share that will be captured at end of 6 month-1 year period)

B. Customer Analysis

Number
Type (what age bracket, or kind of lifestyle/ what is the demographic characteristic)
Value drivers (what do they want as value-added services/products on top of main product/service)
Decision process (buying process, who are the decision-makers in the family that have to be
convinced to buy)
Concentration of customer base for particular products (where are most of your market found or
concentrated)
C. Competitor Analysis
Direct competitors (these offer similar products within the locality of your business/ what are their
strengths and weaknesses)
Indirect competitors (these offer substitute products within the locality of your business/ what are their
strengths and weaknesses)
Potential competitors (these are new innovation producers who might imitate you or become
substitute competitors of your product)
Market position (primary/direct competitors and indirect competitors)
Strengths
Weaknesses
Market shares
D. Collaborators
Subsidiaries, joint ventures, and distributors, etc.
E. Climate
Macro-environmental PEST analysis :
Political and legal environment
Economic environment
Social and cultural environment
Technological environment
III. Product
- Product Name (with photo or illustration; label the parts)
- Product description

- Brand and branding details/strategy

IV. 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.
4.1. Strengths (where does your company/ product have greater advantage over your competitors, ex.
uniqueness of product/ low price/ accessibility for primary market/ skilled workers/ etc.)
4.2. Weaknesses (where does your company/ product have least advantage over your competitors, ex.
slow service, low image, not good location, not many workers to handle bulk order, etc.)
4.3. Opportunities (where could your company/product gain a future advantage over competitors, ex.
increase in customers because of a new road/bridge being built/ a new residential subdivision will be
opened near your place of business, a better public market is being built so suppliers are nearer/ etc.)
4.4. Threats (where could your company/product be at a disadvantage in the future, ex. increase in license
fees or local taxes which will decrease profit & increase prices, a new mall with food court which will
increase the number of competitors in the area, or safety and sanitation issues in the locality which will
cause concern for your business in the future)
4.5. Trends (changes in buying attitudes and patterns or lifestyles of customers, new developments in food
technology that will have a positive impact on your business in the future)
V. Position Statement
6.1. A sentence that states how your product can be distinguished from other direct products already in the
market
6.2. It makes your product stand out from all the others of its kind and it defines your competitive advantage
6.3. Tag-line Ex. Langhap Sarap of Jollibee positions its products as aromatic and flavorful in the minds of
its customers
VI. Target Market and Marketing Segmentation
7.1. Target market (who are your primary and secondary markets, ex. majority of the market belongs to
what age bracket, income, or status, gender
7.2. Market segments (how is your market subdivided or grouped, ex. according to social status: lower
class, middle class, upper class/ according to educational status: elementary, high school, college
students, etc.
Present a description of the market segmentation as follows:
Segment 1
Segment 2
1. Description
1. Description
2. Percent of sales
2. Percent of sales
3. What they want
3. What they want
4. How they use product
4. How they use product
5. Support requirements
5. Support requirements
6. How to reach them
6. How to reach them
7. Price sensitivity
7. Price sensitivity
VII.

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 and financing options
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 fulfillment
Promotion
Advertising, including how much and 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.
XI. Implementation
- Gantt chart or time line of implementation (from research and development to product launch to activities
in first year of production/operations)
- Operating plans for production and marketing of the product