Marketing Plan Paper - There is a PowerPoint on Structuring a Marketing Plan Included here
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MarketingPlans-1-1.pptxMarketing Plans
Reasons for a Marketing Plan
Guide to the future
Provides analaysis of current problems
Shows the best way to adapt to current problems
Uses people with developed marketing skills and best capable for creating a plan
A tangible document you can compare to results
Structure of Marketing Plans
Title page
Executive summary
Table of contents
Inroduction
Situational analysis
Marketing objectives
Target market(s)
Marketing mix
Implementation and control
Summary
Appendices such as financial analyses sales forecasts and estimation of costs
Title Page
Product
Period of time of plan
Person(s) and their positions in the organization
To whom the plan is being submitted
Date of submission
Executive Summary and Table of Contents
Executive summary should not be too long or people will not read it.
Executive summary should include major points- market opportunities and marketing mix
If one can, estimate the costs of the plan and mention them
Make sure table of contents logically presents the topics and no major topics are missing
Situational Analysis
Very detailed presentation of SWOT and any other relevant issue which cannot be classed in SWOT
The situational analysis sets the stage for selection of overall objectives and changes in the marketing mix or introduction of new marketing mix approaches
What comes next in the markting plan is totally dependent of the situational analysis
Objectives and Marketing Mix Strategies
From the situational analysis, you should be able to identify what your major objectives are for the product or service
Then you should be able to formulate marketing mix strategies based on price, product, place, promotion
Implementation and Control
Persons responsible
Timetable
Analytics – measuring and evaluating success or failure of the plan
