The main contents of a marketing plan are:[4]

1. Executive Summary
2. Situational Analysis
3. Opportunities / Issue Analysis - SWOT Analysis
4. Objectives
5. Strategy
6. Action Program (the operational marketing plan itself for the period under
review)
7. Financial Forecast
8. Controls

Summary of Situation Analysis

 external threats
 external opportunities
 internal strengths
 internal weaknesses
 Critical success factors in the industry
 our sustainable competitive advantage

objectives

 mission statement and vision statement

 corporate objectives
 financial objective
 marketing objectives
 long term objectives
 description of the basic business philosophy

Marketing Strategy [6] - segmented marketing actions and market share objectives

 by product,
 by customer segment,
 by geographical market,
 by distribution channel.

A. Marketing Strategy - Product

 product mix
 product strengths and weaknesses
 perceptual mapping
 product life cycle management and new product development
 Brand name, brand image, and brand equity
 the augmented product
 product portfolio analysis
 B.C.G. Analysis
 contribution margin analysis
 G.E. Multi Factoral analysis
 Quality Function Deployment

B. Marketing Strategy - Distribution

a. geographical coverage
b. distribution channels
c. physical distribution and logistics
d. electronic distribution

C. Marketing Strategy - Price

 pricing objectives
 pricing method (eg.: cost plus, demand based, or competitor indexing)
  pricing strategy (eg.: skimming, or penetration)
 discounts and allowances
 price elasticity and customer sensitivity
 price zoning
 break even analysis at various prices

D. Marketing Strategy - promotion

 promotional goals
 promotional mix
 advertising reach, frequency, flights, theme, and media
 sales force requirements, techniques, and management
 sales promotion
 publicity and public relations
 electronic promotion (eg.: Web, or telephone)
 word of mouth marketing (buzz)
 viral marketing

E. Marketing research

 information requirements
 research methodology
 research results

F. coordination with other business function

forecast & budget

2. Implementation
 personnel requirements
1. assign responsibilities
 2. give incentives
3. training on selling methods
 financial requirements
 management information systems requirements
 month-by-month agenda
1. PERT or critical path analysis
 monitoring results and benchmarks
 adjustment mechanism
 contingencies (What if's)
3. Financial Summary
 assumptions
 pro-forma monthly income statement
 contribution margin analysis
 breakeven analysis
 Monte Carlo method
 ISI: Internet Strategic Intelligence
4. Scenarios
 Prediction of Future Scenarios
 Plan of Action for each Scenario
5. Appendix
 pictures and specifications of the new product
 results from research already completed

McKinsey & Company

SWOT ANALYSIS

• Strengths:
o Provides all the crucial company information required for business and
competitor intelligence needs.
 o Contains a study of the major internal and external factors affecting the company
in the form of a SWOT analysis as well as a breakdown and examination of
leading product revenue streams.
o Support sales activities by understanding customers' businesses better
o Keep fully up to date on competitors' business structure, strategy and prospects .
o McKinsey & Company is a global management consulting firm that
focuses on solving issues of concern to senior management.

• Weaknesses:
• Opportunities:
• Threats:

McKinsey & Company is one of the world's top management consulting firms. With roughly 90
offices in more than 50 countries around the globe, it serves three of the world's five largest