Sample Strategic Marketing Plan Outline

complements of http://www.themarketinganalysts.com

I. Situation Analysis

A. Current Industry Structure

1. Major Firms/Competitors in the Industry

2. Degree of Concentration / Fragmentation

3. Sales (Current, Historic, Trend)

4. Distribution System

B. Market(s)

1. Market Size

a. Number of Users

b. Per Capita Consumption

c. Trend

2. Uses, Needs Filled (Current, Historic, Trend)

3. Profile of Users (Current, Historic, Trend)

a. Demographics

b. Psychographics

c. Social Class

4. Purchase Behavior

a. Decision Making Process

b. Shopping Behavior

C. Competition

1. Brand Competition

2. Generic Competition
 D. Macro Environments (Current, Historic, Trend)

1. Economic

2. Legal

3. Regulatory

4. Political

5. Technological

6. Natural

7. Societal

II. Opportunity / Threat Identification (Possible consequences of trends or changes in any of the items
above)

III. Strategic Marketing Plan

A. Objectives

1. Marketing Measures

2. Financial Measures

3. Time Frame

B. Competition

1. Brand Competition

2. Generic Competition

C. Macro Environments

D. Proposed Strategy

1. Target Market(s)

a. Uses, Needs Filled

b. Forecast Target Market(s) Size(s)

(1). Number of Users

 (2). Per Capita Consumption

c. Profile of Users

(1). Demographics

(2). Psychographics

(3). Social Class

d. Purchase Behavior

(1). Decision Making Process

(2). Shopping Behavior

2. Marketing Plan

a. Product Strategy: Benefit(s) Offered

b. Distribution Strategy

c. Pricing Strategy

d. Promotion Strategy

3. Resource Estimation / Allocation

a. Financial

b. Physical Facilities

c. Personnel / Expertise

d. Technology

e. Time

f. Other

4. Implementation, Monitoring and Control

a. Set Priorities

b. Schedule for Implementation

c. Monitoring Measures

d. Feedback Mechanism