Content of the marketing plan

Content of the marketing plan

A marketing plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors

1. Description of the product or service, including special features
2. Marketing budget, including the advertising and promotional plan
3. Description of the business location, including advantages and disadvantages for marketing
4. Pricing strategy
5. Market Segmentation

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

In detail, a complete marketing plan typically includes:^[4]

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 ^[5]
• 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
10.   Marketing Strategy ^[6] - segmented marketing actions and market share objectives

• by product
• by customer segment
• by geographical market
• by distribution channel

·  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

·  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

·  Marketing Strategy - Distribution

• 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 systems requirements
• month-by-month agenda
• PERT or critical path analysis
• monitoring results and benchmarks
• adjustment mechanism
• contingencies (what ifs)

·  Financial Summary

• assumptions
• pro-forma monthly income statement
• contribution margin analysis
• breakeven analysis
• Monte Carlo method
• ISI: Internet Strategic Intelligence

·  Scenarios

• prediction of future scenarios
• plan of action for each scenario

·  Appendix

• pictures and specifications of the new product
• results from research already completed