Marketing Plan Template Essay

1504 words - 7 pages

Marketing Plan for:


Written by:
(Contact Information)


2 Private and Confidential

Table of Contents

Executive Summary 3
Company Description 4
Strategic Focus and Plan 5
Mission/Vision 6
Goals 7
Core Competency and Sustainable Competitive Advantage 8
Situation Analysis 9
SWOT Analysis 10
Industry Analysis 10
Competitor Analysis 10
Company Analysis 10
Customer Analysis 11
Market-Product Focus 11
Marketing and Product Objectives 11
Product and Service Descriptions 11
Marketing Program 12
Sales Process and Impact 13
Financial Data and Projections 14
Marketing Organization 15
Implementation Plan 16
Evaluation and Control 17

Executive ...view middle of the document...


The Goals section of a marketing plan sets both financial and non-financial targets. Goals should be in quantitative terms, where possible, to facilitate measuring the company’s future performance.

Examples of a non-financial goals: “It is recommended that ABC Inc. diversify its product lines to achieve 50 percent of sales revenue in non-tobacco products in the next five years.” And “A critical success factor for ABC Inc. is to increase market share in consumer wireless devices from current 17% to over 30% within 3 years.”

An example of a financial goal (note it is specific and measurable): “It is suggested that XYZ Inc. increase sales from $10 million in 2000 to $15 million in 2001.”

Core Competency and Sustainable Competitive Advantage

Whereas the mission defines the scope of a business or business unit and the goals define its strategic performance dimensions, its business unit competencies determine the means for achieving success.

An example of a competitive advantage: “McDonalds’ competitive advantage is its large number of restaurants, more than double its competitors, making it more convenient for customers than any other fast food restaurant in the world.”

Situation Analysis

The essence of the situation analysis is taking stock of where the firm or product has been recently, where it is now, and where it is headed. The situation analysis is the first of three steps in the planning stage.

1 SWOT Analysis

The SWOT analysis is an effective short-hand summary of the situation analysis. The acronym is used to describe an organization’s internal Strengths and Weaknesses and its external Opportunities and Threats. This analysis provides a solid foundation as a springboard to identify subsequent actions in the marketing plan. The SWOT analysis can be effectively presented in a tabular format followed by a text discussion that elaborates on the information in the table.

An analysis to identify internal strengths and weaknesses usually includes the following areas in an organization:

When analyzing: Consider:

Management experience level, management style, size
Offerings uniqueness, quality, price,
Marketing type and scope of marketing plan
Personnel quality and experience of workforce
Finance sales revenues
Manufacturing quality and dependability of suppliers
R & D plans for continual product improvement, R & D budget

An analysis to identify external opportunities and threats usually includes the following factors:

When analyzing these factors: Consider:

Consumer/Social size and stability of market
Competitive number and size of competitors
Technological the effect of technology on any facet of the business
Economic current and projected economic situation of market
Legal/Regulatory the effect of legal and regulatory factors on any facet of the business

2 Industry Analysis

The industry analysis section should provide the backdrop for a more detailed...

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