I. EXECUTIVE SUMMARY
II. INTERNAL ANALYSIS
1) Current Situation
2) Organizational Overview
a) Values, Vision, Mission
b) History (overview)
c) Organizational goals
d) Organizational objectives
e) Other
3) Products and Services
a) Overview of Products/Services
b) Differentiating Features
4) Financial/Other Resources
5) Sales and Profit History
6) Organizational Culture
7) Internal Strengths and Weaknesses Summary
III. EXTERNAL ANALYSIS
1) Nature of Demand
2) Current/Potential Markets (by segment)
3) Collaborative Relationships
4) Industry Analysis and Trends
a) Industry Structure and Description
b) Growth Rates
c) Cyclicity/Seasonality
d) Forecasts
e) Comparable Products/Services
f) Lifecycle Stage
5) Nature of Competition
a) Competitor Analysis (by competitor)
b) Substitutes
6) Environmental Climate (Macroenvironment)
a. Technological
b. Legal/Regulatory
c. Political
d. Ecological (natural environment)
e. Economic
f. Social/Cultural/Demographic
7) External Opportunities and Threats Summary
IV. PROPOSED MARKETING PROGRAM
1) Marketing plan goals
2) Marketing plan objectives (SMART format objectives)
3) Strategies
4) Tactics/Marketing Mix (4 Ps)
V. IMPLEMENTATION
1) Detailed Action Plan/Timeline
2) Evaluation Process for Implementation
3) Contingency Plans
VI. CONCLUSION
VII. APPENDIX (as needed)
Sections IV and V should be extensive and include fine detail. The organization for which the plan is written should be able to use the content of these two sections as a clear outline for action. Further, these sections should demonstrate significant creativity, describing innovative strategies and tactics that will yield improved ROI, competitive advantage, and/or achievement of other business goals.
rbgriff
MarketingPlanOutline.docx
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