Competitive Analysis, suggestions in brief marketing plan

Marketing Plan Outline

1. Organizational overview

a. Name of organization

b. Mission statement, organization’s basic values and philosophy

c. Geographic location

d. Product mix

· Single product

· Product line(s)

2. New product description

3. SWOTT analysis

a. Strengths (internal)

b. Weaknesses (internal)

c. Opportunities (external)

d. Threats (external)

e. Trends (external)

4. Marketing research

a. Consumer analysis

- Demographics

- Psychographics

- Behaviours (eg: purchase behaviours)

- Geographical considerations

b. Industrial analysis, if applicable

- Competitor analysis

5. Segmentation

a. Criteria

b. Target market(s)

6. Differentiation and positioning

7. Stage of the product life cycle

8. Marketing mix

a. Product/service

- Type – good, service, idea etc

- Features – how will it be different from the competitors?

- Identification – brand name, label and packaging

- Production method/delivery of service

b. Price

- Pricing strategy

- Profit-oriented

- Sales-oriented

- Status quo

c. Place

- Channels of distribution – manufacturer, wholesaler, retailer

- Product location availability

- Physical distribution/location of facilities/modes of transportation

- Cost

- Production

- Distribution

- Overhead

- Sales

- Marketing

- Markup

- Suggested selling price

- Profit margin

- Price and quality relationship – perceived value

d. Promotion

- Personal selling

- Advertising

- Direct mail

- Internet – website, social media, email etc

- Telemarketing

- Television

- Radio

- Integrated media

- Others

- Sales promotions – sales prices, discounts, coupons, contests, sweepstakes, tradeshows etc

- Public relations

- Website

9. Budget

10. Control/monitor

- Feedback mechanism to monitor progress

- Evaluation process

- Performance objectives (quantifiable elements)

- Profit margin

- Market share

- Promotional effectiveness

- Market penetration