Business
Sample Marketing Plan
Sources: Pride, W.M., Elliott, G., Rundle-Thiele, S., Waller, D., Paladino, A. & Ferrell, O.C. (2007). Marketing: core concepts and applications (2nd asia-pacific edition). Milton, Qld: John Wiley & Sons Australia, Ltd, pp. 475 – 489.
Marketing plans typically follow a generic structure but differ in length and complexity. An annual plan for a well-established, successful product in which it is ‘business as usual’ may require only a summarised and updated situation analysis and a brief description of the marketing activities to be undertaken over the coming year.
On the other hand, a marketing plan for a major new-product launch or a major change in marketing strategy such as entry into a new market — including an international market — or a new marketing channel typically requires considerably more detailed analysis, especially when senior management is yet to take the decision on the strategic initiative. The following marketing plan is for Swords Wines' launch into an international market, Shanghai in China, and is thus relatively detailed in its analysis and action plans. In practice, marketing plans should be kept as brief as possible while incorporating all the necessary analysis upon which the planning detail is based. With increasing experience and familiarity, successive marketing plans could be reduced in size by focusing on essential data and analysis.
It is also worth emphasising that the marketing plan should be seen as a working document with an ongoing life and importance. It should provide structure and discipline to marketing activities. It should be a practical communication document that can be consulted and referred to throughout the year. It should be revisited and revised, when necessary; and should form the basis of the continuing marketing program. Finally, it should be seen as a means to an end and not an end in itself. Most importantly, the time and effort involved in its preparation should be
Sources: Pride, W.M., Elliott, G., Rundle-Thiele, S., Waller, D., Paladino, A. & Ferrell, O.C. (2007). Marketing: core concepts and applications (2nd asia-pacific edition). Milton, Qld: John Wiley & Sons Australia, Ltd, pp. 475 – 489.
Marketing plans typically follow a generic structure but differ in length and complexity. An annual plan for a well-established, successful product in which it is ‘business as usual’ may require only a summarised and updated situation analysis and a brief description of the marketing activities to be undertaken over the coming year.
On the other hand, a marketing plan for a major new-product launch or a major change in marketing strategy such as entry into a new market — including an international market — or a new marketing channel typically requires considerably more detailed analysis, especially when senior management is yet to take the decision on the strategic initiative. The following marketing plan is for Swords Wines' launch into an international market, Shanghai in China, and is thus relatively detailed in its analysis and action plans. In practice, marketing plans should be kept as brief as possible while incorporating all the necessary analysis upon which the planning detail is based. With increasing experience and familiarity, successive marketing plans could be reduced in size by focusing on essential data and analysis.
It is also worth emphasising that the marketing plan should be seen as a working document with an ongoing life and importance. It should provide structure and discipline to marketing activities. It should be a practical communication document that can be consulted and referred to throughout the year. It should be revisited and revised, when necessary; and should form the basis of the continuing marketing program. Finally, it should be seen as a means to an end and not an end in itself. Most importantly, the time and effort involved in its preparation should be