Marketing Plan Outline Paper

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
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