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Marketing Plan Outline I. Executive Summary A high level summary of the marketing plan II. The Challenge Brief description of product to be marketed and associated goals,such as sales figures and strategic goals. III. Situation Analysis Company Analysis . Goals . Focus . Culture . Strengths . Weakness . Market Share Customer Analysis . Number . Type . Value Drivers . Decision process . Concentration of customer base for particular product Competitor Analysis . Market Position . Strengths . Weakness . Market Shares Collaborators . Subsidiaries , joint ventures , and distribution , etc.
Climate Macro-environmental PEST analysis . Political and legal environment . Economic environment . Social and cultural environment . Technological environment SWOT Analysis A SWOT analysis of the business environment can be performed by organizing the environmental factors as follow: . The firm’s internal attributes can be classed as strengths and weakness . The external environment present opportunities and threats IV. Market Segmentation Present a description of the market segmentation as follows: Segment 1 . Description . Percent of sales . What they want . How they use product Support requirements . How to reach them . Price sensitivity Segment 2 . . V. Alternative Marketing Strategies List and discuss the alternatives that were considered before arriving at the recommended strategy . Alternatives might include discontinuing a product , rebranding , positioning as a premium or value product ,etc. VI. Selected Marketing Strategy Discuss why the strategy was selected , then the marketing mix decisions (4 P’s) of product , prices , place (distribution) , and promotion. Product The product decisions should consider the product’s advantages and how they will be leveraged.
Product decisions should include: . Brand Name . Quality . Scope of product line . Warranty . Packaging Price Discuss pricing strategy, expected volume, and decisions for the following pricing vatiables . List Price . Discounts . Bundling . Payment terms and financing options . Leasing options Place (Distribution) Decision variable include . Distribution channels , such as direct , retail , distributors and intermediates . Motivating the channel ??? for example, distributor margin . Criteria for evaluating distributors . Locations . Logistics, including transportation, warehousing, and order fulfilment Promotion Advertising , including how much and which media . Public relations . Promotional Programs . Budget ; determine break-even points for any additional spending . Projected result of the promotional programs VII. Short ; Long Term Projections The selected strategy’s immediate effects, expected long ???term results, and any special actions required to achieve them. This section may include forecasts of revenue and expenses as well as the results of break-even analysis. VIII. Conclusion Summarize all of the above Appendix Exhibits Calculations of market size, commissions, profit margins, break-even analysis, etc.