Appendix A: Marketing Plan Outline This outline is provided to you as a checklist or guide. You also have links to government- based marketing plan outlines. Your task is to develop a plan that is well supported, feasible, focused and would get the approval of an investor or funding organization. Remember – this is a Marketing course – use the skills you have learned here to “sell” your audience on your plan.
MARKETING PLAN OUTLINE
The marketing plan embodies our enterprise’s intentions for success in the market place.
It can be for a single product or service, a group of related products or services, or for an entire operating unit or enterprise. The key to success is the involvement in and commitment to the planning process and the final plan.
In this course you will develop two marketing plans. You will develop one as part of a group and one individually.
This paper provides a suggested outline for both those marketing plans.
1. Organizational Overview
a. Name of Organization
b. Mission Statement – this tells people why the organization exists, it should be short and memorable
2. The Opportunity
a. Describe the opportunity that this plan will address
3. Situation Analysis (SWOTT)
Explain the internal strengths that we can call on to be successful
Explain the internal problems that will limit success and must either be corrected or neutralized
Explain those things external to the organization that can contribute to the success of the project
Explain the things that will threaten the success of the project
Explain the trends that can have either a positive or negative impact on the plan
4. Marketing Research
a. Industry analysis – what is happening in the overall industry for this product/service
b. Consumer analysis – demographics, behaviors, and geographic considerations
c. Competitive analysis – your potential competitors and their strengths and weaknesses
d. Opportunity analysis – information to substantiate the opportunity you identified in #2.
5. Differentiating and Positioning – how will your product/service be different than your competitors and how will you position it compared to your competitors
6. Target customers and marketing mix
a. Target customers
i. The demographics this plan will target, geographic area, age, etc.
b. Product/Service – Type and features
i. Channels of distribution
ii. Product location/availability
iii. Location of facilities (if applicable)
i. Pricing strategy, is it profit oriented or sales oriented
ii. How it compares to the competition
iii. Suggested selling price
iv. The price quality relationship
i. Personal selling
f. Direct mail
i. Sales Promotion
ii. Public relations
iii. Website and social media
7. Key success factors – key factors that will contribute to the success or failure of the plan
8. Goals and objectives – this section details short- and long-range objectives for this enterprise
a. Develop an overall goal and 2 short-term objectives
b. Short-term objectives should be specific and apply to the next year
c. These can be performance objectives
i. Number of customers
ii. Market Share
d. Or action objectives e.g., Place advertising in all local papers
e. Implementation plan
i. 3 initiatives you will start in the month following the approval of the plan
f. Budget – Sales Forecast and planned expenditures for the first year
i. Feedback mechanism to monitor progress
ii. Evaluation process