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Marketing Plan

Executive Summary……………………………………………………………………3

Situation Analysis………………………………………………………………………4

Mission……………………………………………………………………………4

Product or service description……………………………………………………4

Value proposition…………………………………………………………………4

Internal environment scan (SWOT analysis) …………………………………….5

Critical issues………………………………………………………………………5

Market Analysis…………………………………………………………………………5

Marketing research………………………………………………………………..5

External environment scan (PESTEL & Porter’s five forces analyses) ……………5

Market size and growth…………………………………………………………11

Market trends……………………………………………………………………11

Target market ……………………………………………………………………12

Market segments…………………………………………………………………13

Customer analysis (including needs analysis) ……………………………………13

Strategy …………………………………………………………………………………13

Marketing objectives (including financial objectives) ………………………….13

Positioning strategy ………………………………………………………………14

Product and branding strategy……………………………………………………14

Pricing strategy…………………………………………………………………. 14

Distribution and supply chain strategy…………………………………………..14

Integrated marketing communications strategy…………………………………14

Financial Projections ………………………………………………………………….14

Break-even analysis ……………………………………………………………..15

Sales forecast ……………………………………………………………………16

Expense forecast …………………………………………………………………16

Implementation and Controls ………………………………………………………….16

Implementation ………………………………………………………………….16

Controls …………………………………………………………………………17

Contingency plans ……………………………………………………………….17

Conclusion……………………………………………………………………….18

 
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