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By N2H




Marketing plan

October 24, 2007

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Contents of a marketing plan

Executive Summary:

This sums up the contents of the marketing plan in a maximum of three pages. It’s useful if one wants to be familiar with the report. It should state the best opportunity identified and the overall strategy for taking advantage of that opportunity.

Table of contents


1. Introduction
This provides the background necessary to understand the marketing plan. It explains the product concept and the reason it is expected to succeed. For an existing product or strategic business unit, the intro summarizes the products recent performance.

Situation Analysis This describes the relevant conditions in the environment. It describes where the organization is now. The discussion discusses or includes “industry analysis” which describes the competitive environment. The industry analysis covers areas like who the competitors are, what market share each competitor holds, what strategies and weaknesses each competitor has e.t.c.

2. Marketing planning
This section includes plans for marketing research. It also covers marketing objectives, target markets and marketing mix and it also describes the rationale for the above issues.

After the objectives and strategy comes a description of how the marketing plan will be implemented and controlled. It should provide the effort and timetable.

  1. Summary

This is similar to executive summary

  1. Appendix

In this section, a financial analysis of the marketing plan may appear in the appendix. This should contain atleast sales forecast on an estimate of the marketing cost involved in configuring out the plan.

Marketing Plan Outline

 

  1. Executive Summary

    • Introduction
    • Situation Analysis
    • Industry Analysis

  1. Marketing Planning

  • Marketing Objective

  • Target Marketers

  • Implementation and control

  1. Summary

Appendix: Financial Analysis

Sales Forecast

Budget

  1. Reference

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Written by admin · Filed Under Marketing 

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