The Marketing Plan

Marketing Process
Consists of:

Analyzing Marketing Opportunities Researching and Selecting Target Markets Designing Marketing Strategies Planning Marketing Programs Implementing & Controlling the Program

Marketing Planning
Marketing Plan directs the marketing efforts of the firm. Assembles pertinent facts about organization, the markets it serves, its products/services, customers and competition. and Forces department functional managers to work together. within Sets goals, objectives time periods.

Contents of Marketing Plan

Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & Ls

Contents of Marketing Plan

Executive Summary and Table of Contents Permits senior management to grasp major thrust. contents of Briefly states the whole plan. Main goals and recommendations.

Contents of Marketing Plan

Current Marketing Situation
Relevant background/facts on firm, sales, costs, the market, profits, history, growth, products, services, channels/ distribution, share of market, and competitors. SWOT Analysis Trends & Macro Environment

Contents of Marketing Plan

Opportunity and Issue Analysis Major issues facing products and sales Review of Key Issues & Opportunities in SWOT Analysis Strengths Weaknesses Opportunities Threats

Contents of Marketing Plan

Marketing Objectives Financial and Marketing Goals, by Sales Volume Market Share Profit Pricing Distribution objectives. Increase / Achieve Generate / Reach

Contents of Marketing Plan

Objectives vs. Strategies Goal or Objective:
NY or San Francisco

Strategy: Air?
Car? Truck? Train? Walk? Or Bike?

Objectives vs. Strategies

Objective: San Francisco Strategy: Bike Tactic: 3-Speed

Contents of Marketing Plan

Marketing Strategies Select Target Segments Marketing Mix --- 4Ps Positioning Distribution Strategies The Game Plan

Contents of Marketing Plan

Action Plan or Program Specific product, promotional, pricing, and distribution tactics / activities. calendar Includes timing and

Contents of Marketing Plan

(Projected Profit and Financial Projections Loss) Builds a supporting budget Forecasted sales volume Average price and expenses Implementation & Controls Monitoring planning and reviewing results.

Contents of Marketing Plan

Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & Ls