Marketing plan report

The Marketing Plan

General Guideline

1- Customer (Buyer) Analysis

· User Profile (demographic, geographic, psychographic, behavioristic factors)

· The CUSTOMER JOURNEY MAP (important)

· Buying Decision Process (important)

· Who Buys the Product/service

· Who Influences the Purchase Decision

· Who Makes the Decision

· Decision Criteria

· Customer archetype/persona

2- Brand Review

· Description

· Market Share, Sales, Growth

· Strengths and Weaknesses

· Key Benefits

· Brand Image

· Positioning

· Perceptual Map

3- Industry Background

· Size

· Growth

· Current Trends

· Macroenvironment Factors and Issues (Marketing Environment /PESTEL Analysis)

· Economic

· Technological

· Political

· Legal & Regulatory

· Social & Cultural

· Natural (Environmental)

· Demographic (statistics and trends)

 

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