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MARKETING PLAN OUTLINE
1. The project needs to be in a word document;
2. The project should be on a startup business, as if you are presenting to potential investors. You need to follow the outline and NOT write an essay.
1. Name of the Business:
b. Contact details(including email and tel #):
(Note that you can choose one division or SBU or product of the organization, and/or one geographical area where you wish to work.)
b. Social – Cultured
3. Marketing Research: Qualitative data collection – focus groups and/or depth interviews
4. Competitive Analysis
a. Who are your competitors and what are they doing?
b. Describe the unique characteristics / positioning of your competitors’ products or services
5. Internal Environment
a. Organization’s marketing objectives
b. Organization’s competitive advantage
c. Organization’s branding
d. Organization’s positioning
6. Target Market
a. Identify and describe the company’s current customers.
b. Identify and describe your target buyers/end users (prospects).
7. State the current organization’s
a. Vision statement
b. Mission Statement
8. Define/detail the
a. Market size, growth rate, trends
b. Basic market segmentation
c. Customer analysis, including their characteristics
d. Choice criteria Customers use to decide on purchases.
e. Distribution Analysis/Chanel Management
Suggested Marketing objective as a result of the Marketing research, SWOT, and Internal and External Environmental Analysis, including:
a. Vision and Mission statements
b. New marketing objectives
c. New branding objectives
d. New brand positioning objectives
Marketing Mix Strategy (include action plans with each specific strategy)
b. Define what your company product/service is.
c. Identify the products or services that your company provides.
d. Innovation plan for any new product development / improvement and research.
f. Define whether your pricing will be above, below, or equal with your competitors and
g. Decide whether you will lead, follow, or ignore changes in competitors’ pricing.
h. Place/physical distribution
i. Identify the distribution channels through which your products / services will be made available to the target market / end users.
k. Describe the image or personality of your brand and its products or services.
l. Determine whether your company will be a market category leader, follower, challenger, or niche player.
m. Describe how you will use the Promotional Mix to communicate your product or service uniqueness to the market.
Suggested marketing organization structure with specific positions and job descriptions. May use the power point to develop the chart.
Implementation issues including
a. -Who is responsible for various issues
b. -how the strategy should be carried out
c. -Where things will happen, and
d. -When the different actions should take place