Who are our target buyers?
What sources of uniqueness or positioning in the market do we have?
Where will we implement our marketing spending plans?
When will marketing spending plans occur?
How much sales, spending, and profits will we achieve?
Sales and Marketing Plans
This section of the marketing plan outlines each marketing event or action planned to increase sales. The plan will generally cover a calendar year, broken down by month or by quarter. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share/shipment goals for each program.
Sales and marketing plans should be a logical outgrowth of short- and long-term ...view middle of the document...
An overall company marketing strategy should also:
define the business
position the business as a leader, challenger, follower, or niche player in the category
define the brand or business personality or image that is desired in the minds of buyers and end users
define life cycle influences, if applicable
Use the following checklist to help create your own marketing strategy.
Marketing strategy checklist
define what your company is
identify the products or services that your company provides
identify your target buyers/end users
establish the marketing category (e.g., fast food purveyor, high-end audio equipment sales, etc.)
determine whether your company will be a market category leader, follower, challenger, or niche player
describe the unique characteristics of your products or services that distinguish them from the competition.
define whether your pricing will be above, below, or at parity with your competitors and establish whether you will lead, follow, or ignore changes in competitors' pricing
identify the distribution channels...