MKTG Marketing Plan Template

MKTG Marketing Plan Template

MARKETING PLAN

FOR

Company

TABLE OF CONTENTS

3 EXECUTIVE SUMMARY

4 INTRODUCTION

4 Client

5 SITUATIONAL ANALYSIS

5 Economic Forces

5 Legal, Regulatory, and Political Forces

5 Technological Forces

5 Sociocultural Forces

5 Neutral Environment

5 Competitor Environment

5 Competitor 1.

5 Competitor 2.

5 Competitor 3.

5 Competitor 4.

5 Company Environ

5 Competitive Advantages.

6 SWOT ANALYSIS

6 Strengths

6 Weaknesses

6 Opportunities

6 Threats/Problems

7 TARGET MARKETS

7 Primary Market 1

7 Primary Market 2

7 Secondary Market 1

7 Secondary Market 2

8 MARKETINGIBUSINESS OBJECTIVES AND GOALS

9 MARKETING STRATEGY

10 MARKETING TACTICS

10 Product

10 Place

10 Price

10 Promotion

11 EVALUATION, IMPLEMENTATION, & CONTROL

11 Activity 1

11 Activity 2

12 REFERENCES

13 APPENDICES

13 Appendix A

14 Appendix B

15 Appendix C

EXECUTIVE SUMMARY

This section should be 1-2 pages and should highlight the key takeaways from the plan at this point. You should think of it almost like Cliff Notes. You should be able to understand the majority of the contents of the plan by reading only this section. Write this last!
INTRODUCTION

Hook the reader by introducing them to the problem.
Client

Brief description of the client and the main issues the client is facing.

SITUATIONAL ANALYSIS

This section should describe the current situation in which your client is operating.
Economic Forces

Description of the current economic conditions in the client’s market.
Legal, Regulatory, and Political Forces

Description of the current legal, regulatory, and political conditions in the client’s market.
Technological Forces

Description of the current technological conditions in the client’s market.
Sociocultural Forces

Description of the current economic conditions in the client’s market.
Neutral Environment

This section should describe the general business environment that all organizations are operating in.
Competitor Environment

This section should describe the competitive environment in which your client operates. In addition to a description of the general competitive environment and structure it should include a paragraph description on each competitor, specifically highlighting what their competitive advantage is, if any.
Competitor 1.

Description
Competitor 2.

Description
Competitor 3.

Description
Competitor 4.

Description
Company Environ

This section should describe the company environment. It should include a description and evaluation of the physical facilities, the location, and the staff, and should highlight the competitive advantages that the company offers.
Competitive Advantages.
SWOT ANALYSIS
Strengths

Make sure that these are positive things happening in the organization (within the organization’s control to some extent) that the company can utilize to take advantage of market opportunities.
Weaknesses

Make sure that these are negative things happening in the organization (within the organization’s control to some extent) that the company may need to address in order maintain profitability as an organization.
Opportunities

Make sure that these are positive things happening in the market (external to the organization) that the company may be able to take advantage of.
Threats/Problems

Make sure that these are negative things happening in the market (external to the organization) that the company may need to address in order maintain profitability as an organization.
TARGET MARKETS

This section should introduce the current and potential target markets for your client.
Primary Market 1

A description of your primary target market (i.e. the market segment that will produce the majority of your sales).
Primary Market 2

A description of your primary target market (i.e. the market segment that will produce the majority of your sales).
Secondary Market 1

A description of your secondary target market.
Secondary Market 2

A description of your secondary target market.
MARKETINGIBUSINESS OBJECTIVES AND GOALS

This section should describe the overall objectives, goals, and mission of the organization. It should also specifically highlight the marketing goals. What does your client hope to get out of this marketing plan?

MARKETING STRATEGY

This section should highlight your recommended marketing strategy for your client. It should start off by highlighting your proposed strategy and discussing how it differs from the current strategy and how the changes will be achieved. It should mention any constraints on the marketing function, especially limitations on the current budget for marketing available.

MARKETING TACTICS

This section should highlight the specific recommendations that your team is making for the controllable marketing mix variables. Your secondary and primary data should justify your recommendations. If you are recommending that they continue some of their existing practices then you should also justify why they should do so.
Product

This should describe the product or service that the company offers in detail and highlight the recommendations that your team is making about changing the product or service. When describing a service it is important to consider the 4 I’s (Inventory, Inconsistency, Intangibility, and Inseparability). Intangibility is especially important when considering the product aspect of a service. Where applicable discuss financial considerations for changes to product elements.
Place

This should describe the distribution of the product or service. Where will it be offered, sold, and/or delivered. Highlight any changes that you recommend and justify them with data. Again, when describing a service it is important to consider the 4 I’s (Inventory, Inconsistency, Intangibility, and Inseparability). Intangibility and the physical facilities are important considerations for the place aspect of a service. Where applicable discuss financial considerations for changes to place elements.
Price

This should describe the core price structure (promotional discounts should be included and described in the promotion section) for the product or service. Highlight any changes that you recommend and justify them with data. Again, when describing a service it is important to consider the 4 I’s (Inventory, Inconsistency, Intangibility, and Inseparability). Inventory is an important consideration for the price aspect of a service. Where applicable discuss financial considerations for changes to price elements (i.e. break-even analysis and effect on company profit).
Promotion

This should describe the promotional recommendations that are being made by your team. This should include specifically how the product or service should be advertised and what kind of sales promotions (price discounts, etc.) will be used. Justify your recommendations with your data. Where possible provide estimates for costs.
EVALUATION, IMPLEMENTATION, & CONTROL

This section should describe each of the recommended tactics in the previous section in further detail by listing who will be responsible for execution, the projected cost, the duration of the activity, and how it will be evaluated. All activities should be included in a Gannt chart in the appendix.
Activity 1

Person Responsible:

Duration (in weeks):

Budget/Cost:

Performance Evaluation:

REFERENCES

These should be in standard APA format.
APPENDICES
Appendix A
Final Project Guidelines
Including, but not limited to the Following:
Select a firm whose marketing strategy and tactics you will study. This can be the firm for which you have worked, a competitor, or just a firm (or a division of that firm) that you find interesting.
This firm can either manufacture products, deliver services, or both. It can be B2C or B2B.
Overview:
• The course project provides students the opportunity to create a marketing plan for a business or other organization. The final product will give students a “tangible” piece to contribute to the planning efforts of the selected organization, and it will also provide students a “showcase” when interviewing for marketing positions. The objective of the project is for each student to produce a marketing plan for an actual or proposed organization. This can be a retailer, wholesaler, OEM, ebusiness, non-profit, a CSUSB campus organization, and so forth. Each student is to find the organization for which it will develop a comprehensive marketing plan.
• If a student needs some ideas, the instructor has some contacts of organizations that may be interested in having a plan developed.
• The text will serve as the guidance system for preparing the marketing plan.
Deliverables:
• Each student will produce a comprehensive written Marketing Plan for their selected organization. The length of the Marketing Plan is open; however, the text should be used as a guide to the general format and the elements that should be included in the plan.
• The Marketing Plan must follow the format and include the elements in the text.
• Students may create the marketing plan using Microsoft Office Suite (Word, Excel, PowerPoint),
but must follow the prescribed format of the text.
• Each student will make a recorded presentation of his or her plan. This should feature professional-looking visuals and a well-rehearsed verbal presentation.