Market paper

Example: Marketing Plan Outline

Example: MARKETING PLAN OUTLINE

A. Cover Page

1. Marketing Plan for Organization/Company name:

2. Proposed by:

3. Submitted to:

4. Date:

B. Table of Contents Pages

1. Executive Summary ........................................................................................................ 2.0

2. Company Description ..................................................................................................... 0.5

3. Strategic Focus and Plan ................................................................................................. 1.5

a. Mission/Vision

b. Goals

c. Core Competency and Sustainable Competitive Advantage

4. Situation Analysis ........................................................................................................... 3.0

a. SWOT analysis

• Internal Strengths and Weaknesses: Management, Offerings, Marketing,

Personnel, Finance, Manufacturing, and Research and Development (R & D)

• External Opportunities and Threats: Consumer/Social, Economic,

Technological, Competitive, and Legal/Regulatory

b. Industry Analysis

c. Competitor Analysis

d. Company Analysis

e. Customer Analysis

5. Market-Product Focus..................................................................................................... 3.0

a. Marketing and Product Objectives

b. Target Markets

c. Points of Difference

d. Positioning

6. Marketing Program ......................................................................................................... 8.0

a. Product Strategy

b. Price Strategy

c. Promotion Strategy

d. Place (Distribution) Strategy

7. Financial Data and Projections ....................................................................................... 1.0

a. Past Sales Revenues

b. Five-Year Projections

8. Organizational Structure ................................................................................................. 1.0

9. Implementation ............................................................................................................... 1.5

10. Evaluation and Control ................................................................................................... 0.5

Total Pages in Marketing Plan Excluding Appendices ........................................... 22.0