Marketing Plan Outline
- Executive Summary- A well written summary of the marketing plan.
- The Challenge
Brief description of the product/service to be marketed and associated goals, such as expected sales in your first 5 years or market share. You have to come up with your own new product or service.
- Situation Analysis
Customer Analysis
Describe who your customer is in terms of number, type and value drivers. How do they make purchase decisions?
Competitor Analysis
Who are the main competitors in the market selling similar products/services?
What is their market position?
Collaborators
Provide information on subsidiaries, joint ventures and distributors etc.
Macro-environmental Analysis
Political and legal environment
Economic environment
Social and cultural environment
Technological environment
- Segmentation, Targeting and Positioning
- Describe your target market-what they want. How they use the product/service? Their price sensitivity? How will you reach them?
- Discuss how your product is different than the competitive products in the market.
- Your Marketing Strategy
Discuss your Marketing Mix decisions (4Ps) using the following guidelines.
Product
Product decisions should consider the product’s advantages and how they will be leveraged. Should include:
- Brand name
- Quality
- Warranty
- Packaging
Price
Discuss pricing strategy
- List price
- Discounts if any
- Bundling
- Payment terms and financing option if any
- Leasing options if any
Distribution (Place)
How will you distribute your product or service?
- Channels such as direct, retail, online etc.
- Location
Promotion
- Advertising including how much and choice of media
- What will be the main advertising message .
- Summary
Summarize all of the above and state why you think your strategy will work.