Marketing Plan - Content of The Marketing Plan - Medium-sized and Large Organizations

Medium-sized and Large Organizations

The main contents of a marketing plan are:

  1. Executive Summary
  2. Situational Analysis
  3. Opportunities / Issue Analysis - SWOT Analysis
  4. Objectives
  5. Marketing Strategy
  6. Action Program (the operational marketing plan itself for the period under review)
  7. Financial Forecast
  8. Controls

and In detail, a complete marketing plan typically includes:

  1. Title page
  2. Executive Summary
  3. Current Situation - Macroenvironment
    • economy
    • legal
    • government
    • technology
    • ecological
    • sociocultural
    • supply chain
  4. Current Situation - Market Analysis
    • market definition
    • market size
    • market segmentation
    • industry structure and strategic groupings
    • Porter 5 forces analysis
    • competition and market share
    • competitors' strengths and weaknesses
    • market trends
  5. Current Situation — Consumer Analysis
    • nature of the buying decision
    • participants
    • demographics
    • psychographics
    • buyer motivation and expectations
    • loyalty segments
  6. Current Situation — Internal
    • company resources
      • financial
      • people
      • time
      • skills
    • objectives
      • mission statement and vision statement
      • corporate objectives
      • financial objective
      • marketing objectives
      • long term objectives
      • description of the basic business philosophy
    • corporate culture
  7. Summary of Situation Analysis
    • external threats
    • external opportunities
    • internal strengths
    • internal weaknesses
    • Critical success factors in the industry
    • our sustainable competitive advantage
  8. Marketing research
    • information requirements
    • research methodology
    • research results
  9. Marketing Strategy - Product
    • product mix
    • product strengths and weaknesses
      • perceptual mapping
    • product life cycle management and new product development
    • Brand name, brand image, and brand equity
    • the augmented product
    • product portfolio analysis
      • B.C.G. Analysis
      • contribution margin analysis
      • G.E. Multi Factoral analysis
      • Quality Function Deployment
  10. Marketing Strategy - segmented marketing actions and market share objectives
    • by product,
    • by customer segment,
    • by geographical market,
    • by distribution channel.
  11. Marketing Strategy - Price
    • pricing objectives
    • pricing method (e.g.: cost plus, demand based, or competitor indexing)
    • pricing strategy (e.g.: skimming, or penetration)
    • discounts and allowances
    • price elasticity and customer sensitivity
    • price zoning
    • break even analysis at various prices
  12. Marketing Strategy - promotion
    • promotional goals
    • promotional mix
    • advertising reach, frequency, flights, theme, and media
    • sales force requirements, techniques, and management
    • sales promotion
    • publicity and public relations
    • electronic promotion (e.g.: Web, or telephone)
    • word of mouth marketing (buzz)
    • viral marketing
  13. Marketing Strategy - Distribution
    • geographical coverage
    • distribution channels
    • physical distribution and logistics
    • electronic distribution
  14. Implementation
    • personnel requirements
      • assign responsibilities
      • give incentives
      • training on selling methods
    • financial requirements
    • management information systems requirements
    • month-by-month agenda
      • PERT or critical path analysis
    • monitoring results and benchmarks
    • adjustment mechanism
    • contingencies (What if's)
  15. Financial Summary
    • assumptions
    • pro-forma monthly income statement
    • contribution margin analysis
    • breakeven analysis
    • Monte Carlo method
    • ISI: Internet Strategic Intelligence
  16. Scenarios
    • Prediction of Future Scenarios
    • Plan of Action for each Scenario
  17. Appendix
    • pictures and specifications of the new product
    • results from research already completed

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