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A marketing plan may be part of an overall Business Plan . Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.


CONTENT AND PRESENTATION



Practical presentation


There are many formats for marketing plans and every company does it a little differently, but the outline that follows is a very complete format. Using this format will produce a 30 to 40 page plan. Many companies prefer an abridged format that would yield a 10 to 20 page plan.
# Title page
# Executive Summary
# Current Situation - Macroenvironment
  • economy

  • legal

  • government

  • technology

  • ecological

  • sociocultural

  • supply chain

    • # Current Situation - Market Analysis


  • nature of the buying decision

  • participants

  • Demographics

  • psychographics

  • buyer motivation and expectations

  • loyalty segments

    • # Current Situation - Internal

  • company resources

  • ---financial

  • ---people

  • ---time

  • ---skills

  • objectives

  • ---mission statement and vision statement

  • ---corporate objectives

  • ---financial objective

  • ---marketing objectives

  • ---long term objectives

  • corporate culture

    • # Summary of Situation Analysis


  • information requirements

  • research methodology

  • research results

    • # Marketing Strategy - Product


  • by products,

  • by customer segments,

  • by geographical markets

    • # Marketing Strategy - Price



  • geographical coverage

  • distribution channels

  • physical distribution and logistics

  • electronic distribution

    • # Implementation

  • personnel requirements

  • ---assign responsibilities

  • ---give Incentives

  • ---training on selling methods

  • financial requirements

  • Management Information System s requirements

  • month-by-month agenda

  • --- Pert or Critical Path analysis

  • monitoring results and benchmarks

  • adjustment mechanism

  • contingencies (What if's)

    • # Financial Summary


  • Prediction of Future Scenarios

  • Plan of Action for each Scenario

    • # Appendix

  • pictures and specifications of the new product

  • results from research already completed



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