Marketing
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MarketingPlanTemplate20201.docx**Insert a title page before this page**
MARK 110 Marketing Plan Student Name:
Part 1: Situation Analysis (SWOT)
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Name of product: Company name: Location: Years in business: Website:
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Detailed description of product:
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Current stage of product development:
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PHASE I: PLANNING |
Strengths and weaknesses are INTERNAL factors of the company that can be controlled by the company and can include financial and capital resources, management/employee expertise, capacity for growth, brand recognition, existing networks, customer relationships, sustainability, etc. |
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1. Strengths (INTERNAL, favourable) · · · · |
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2. Weaknesses (INTERNAL, unfavourable) · · · · |
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PHASE I: PLANNING |
Opportunities (EXTERNAL, favourable) |
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i. Competitive Opportunities: · · · · |
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ii. Legal/Regulatory Opportunities: · · · · |
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iii. Economic Opportunities: · · · · |
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iv. Social Opportunities: · · · ·
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v. Technological Opportunities: · · · · |
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vi. Ecological/Environment Opportunities · · · · |
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PHASE I: PLANNING |
Threats (EXTERNAL, unfavourable) |
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i. Competitive Threats: · · · · |
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ii. Regulatory /Legal Threats: · · · · |
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iii. Economic Threats: · · · · |
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iv. Social/ Demographic Threats: · · · · |
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v. Technological Threats: · · · · |
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vi. Ecologicial/Environment Threats: · · · · |
End of MP Report Part 1
Part 2: Target Market/ Objectives / Product/ Price
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PHASE I: PLANNING |
Target Market: Which Greater Victoria market segments are most likely to purchase product/service, and why? Address all relevant geographic, demographic, psychographic, and behavioural variables. Based on your research, what is the approximate size of your target market within Greater Victoria? (Provide actual numbers here.) · · ·
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Sales Objectives: Based your target market, and considering the various competitive, economic, and other external environmental factors described in your SWOT analysis, what are reasonable objectives for unit sales and market share within the Greater Victoria area? · After 3 months :
· After 6 months :
· After 12 months :
Provide a rationale for your sales objectives, explaining why you feel these objectives are realistic.
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Differentiation and positioning: What makes the product/service unique and how does it compare to competition? · · · · |
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Issues/Concerns: What key questions or concerns need to be answered or addressed? · · · · |
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PHASE I: PLANNING |
PRODUCT STRATEGY (consider strengths, weaknesses and target markets from Part 1) |
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What is core customer value provided by this product? · · · · |
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Describe actual product; how will it provide utility and value? · · · · |
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Describe augmented product features; how will they provide utility and value? · · · · |
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Discuss appropriateness and effectiveness of brand name and/or logo: · · · · |
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Describe key features of product packaging: · · · · |
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PHASE I: PLANNING |
PRICE STRATEGY (consider target markets and financial objectives) |
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What initial pricing strategy do you recommend, and why? · |
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How sensitive will demand be in terms of price elasticity, and why? · |
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What various price adjustments should be implemented over each stage of the product life cycle, and why? · · · |
End of MP Part 2
PART 3: Place/ Promotion Strategies/ Evaluation & Controls
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PHASE I: PLANNING |
PLACE STRATEGY |
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What type of marketing channel(s) do you recommend, and how would each channel member add value? · |
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Do you recommend product be sold primarily through wholesaling or retailing, and why? · |
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Depending on production level and distribution networks, how do you recommend product inventory be managed (including things like warehousing and transportation logistics)? · |
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PHASE I: PLANNING |
PROMOTION STRATEGY |
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Advertising: · ·
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Sales Promotion: · ·
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Personal Selling: · ·
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Public Relations: · ·
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Direct Marketing: · ·
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Online/ Interactive Marketing: · ·
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PHASE II: IMPLEMENTATION |
MARKETING ACTIVITES |
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1. Primary Marketing Activity: ·
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1. Secondary Marketing Activity: ·
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1. Supporting Marketing Activity: ·
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PHASE III: CONTROL |
EVALUATION (methods/tools to measure success of identified strategies) |
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1. Evaluation methods/tools for Primary Marketing Activities: ·
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1. Evaluation methods/tools for Secondary Marketing Activities: ·
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1. Evaluation methods/tools for Supporting Marketing Activities: ·
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Alternate options to modify marketing strategy: |
IMPORTANT: Remember to cite all research sources using in-text citations, and provide a reference list (APA format) after this page.
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**Insert
a
title
page
before
this
page**
MARK
110
Marketing
Plan
Student
Name:
Part
1
:
Situation
Analysis
(SWOT)
Name
of
product:
Company
name:
Location:
Years
in
business:
Website:
Detailed
description
of
product:
Current
stage
of
product
development
:
P
H
A
S
E
I
:
P
L
A
N
N
I
N
G
Strengths
and
weaknesses
are
INTERNAL
factors
of
the
company
that
can
be
controlled
by
the
company
and
can
include
financial
and
capital
resources,
management/employee
expertise,
capacity
for
growth,
brand
recognition,
existing
networks,
customer
relationships,
sustainability,
etc.
1.
Strengths
(
INTERNAL
,
favourable)
·
·
·
·
