Outline of Marketing Plan That You Will Turn In
1. Copy/type this outline into your computer and use it to prepare your plan. You can add numbers/sections to the plan as you see the need (e.g., for #7. Objectives, you could add 7.1, 7.2 and so forth for each objective).
2. It may be good for your career to get used to this format as it is becoming popular. 3. See explanation and examples.
1. Title Page
2. Executive Summary
3. Internal Analysis
3.1. Marketing
3.1.1. Products offered
3.1.2. Prices
3.1.3. Place (location factors)
3.1.4. Promotions
3.1.5. Marketing Management (Does the marketing department meet on a regular basis to assess its performance, plus how and where it can improve? Does it develop effective marketing plans to guide the improvement? Does it effectively implement the plans?)
3.1.6. Market Position (The firm's current market position. Market position is defined as image in the minds of customers relative to competitors. Various means of assessing market position include measuring the position relative to competitors, customer loyalty and satisfaction, brand equity, and market share.)
3.2. Human Resources (The general performance of the Human Resources function (does not need to cover every aspect of HR).
3.3. Operations (The production of the product or service. See the Internal Analysis section for ideas
3.4. Finance (optional - Is the company making a profit? If so, how much? You will probably have limited access to this information. You can make some assumptions based on how busy the business seems to be.)
4. Environmental Analysis
4.1. Operating Factors
4.1.1. Human Resources
4.1.2. Customers
4.1.3. Competitors
4.1.4. Suppliers
4.2. Remote Factors
4.2.1. Political Regulations
4.2.2. The Economy
4.2.3. Societal Trends
4.2.4. Technology
5. SWOT Analysis (Strengths, weaknesses from the internal analysis, and the opportunities, and weaknesses in the environmental analysis. A single column is generally the easiest format to prepare and to read.)
5.1. Strengths
5.1.1…..
5.1.2….
5.2. Weaknesses
5.2.1….
5.2.2….
5.3. Opportunities
…..
5.4. Threats
….
6. Key Factor Analysis (The primary SWOT factors that will be dealt with in the strategies.)
6.1. Strengths
6.2. Weaknesses
6.3. Opportunities
6.4. Threats
7. Objectives (7.1., 7.2., etc. for each objective)
7.1…..
7.2….
…
8. Strategies
8.1. Target marketing
8.2. Positioning
8.3. Marketing Mix Variables (See explanation and examples.)
8.3.1. Products/Services
8.3.2. Prices
8.3.3. Place
8.3.4. Promotion
8.3.5. Marketing Management (Add something regarding how the marketing department functions relative to the marketing management topics considered in the Internal Analysis. For example, have past marketing plans been good and have they been effectively been carried out?
9. Tactics – Marketing Action Plan (See explanation and examples.)
9.1. Products/Services
9.2. Prices
9.3. Place
9.4. Promotion
10. Controls
11. References and Citations
12. Graphs
13. Grade
Solution:
Following are the details of a Marketing Plan for a custom software solution firm - Best Software:
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Title:
Marketing plan for Best Software, Inc.
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Executive Summary:
Best Software, Inc., is a small, family-owned firm that sells custom programs to about 50 businesses, which use the software mainly for promotional purposes. Best's business is mostly seasonal, with maximum demand during October, November, and December. In other months, the equipment and staff are underutilized. A significant challenge facing Best Software is how to increase profits and improve the utilization of its resources during the off-season. The plan focuses on the company's growth strategy, identifying ways to build on existing customer relationships on the development of new products and services targeted to specific customer requirements.
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Internal Analysis - Marketing - Product:
Best Software markets not only custom software but also advertising services. Best's business strengths are its ability to meet or exceed customer expectations consistently, its speed in responding to customers' demands, and its anticipation of new customer needs. All of these strengths combine to provide Best a competitive advantage.
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Internal Analysis - Marketing - Price:
Best software provides a specialty advertising product customized to its clients' needs. The value of this product and service defines its premium price. Best should be sensitive to the price elasticity of its product and overall consumer demand.
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Internal Analysis - Marketing - Place:
Best software uses direct marketing and internet channel. Since its product is compact, lightweight, and nonperishable, it can be shipped from a central location direct to the client using postal or courier service. Customers can also download the product from Best's website along with the license key.
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Internal Analysis - Marketing - Promotion:
Most of Best's customers are repeat clients. Hence, the bulk of promotional expenditure should focus on new product/service offerings through direct-mail advertising and trade journals or specialty publications.
Outline of Marketing Plan That You Will Turn In 1. Copy/type this outline into your computer...
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