The Marketing Plan

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The Marketing Plan
Presentation Overview
Purpose
Situation Analysis
SWOT Analysis
Goals
Marketing Strategy
Marketing Action Plans
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Purpose of The Marketing
Plan
Interpret Ambiguous Situations
Make Assumptions Known
Analyze/Evaluate Data
Set Goals & Make Projections
Is a rigorous method that leads
to Rational Decision Making
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Role of the Situation Analysis
The Situation Analysis gathers
the data that is used in
subsequent analyses

Data omitted at this point is often
never considered
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Current Situation:
Market
Understanding of the Overall
Market
Who are the users
Size and growth
What wants are being addressed
Volatility of demand/wants
History & future
Substitutes, areas for expansion
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Current Situation:
Competition
Direct & Indirect
Current & Potential:
Who
How many
How large
Threat level
Anticipated actions
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Current Situation:
Macro-environmental
Cultural/Demographic Trends
Social/Lifestyle Trends
Economic Considerations
Legal/Political Concerns
Physical Environmental Issues
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Current Situation:
Your Firms Past Performance
General Trends
SBU performance

Market-based Accomplishments
and Failures
Skills gained or lost

Future Considerations
Anticipated issues
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The Situation Analysis Leads
to the SWOT Analysis
The SWOT Analysis identifies
the key issues a firm must
consider to successfully
compete in the industry/market
being investigated.
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Key Issues
Elements of the SWOT
ANALYSIS are:
Company Strengths
Company Weaknesses
Environmental Opportunities
Environmental Threats

These are best presented as a
matrix.
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A SWOT Matrix IDs:

StrengthOpportunity Links
ThreatOpportunity Conversions
Weaknesses that must be Overcome
Positive Negative
External Opportunity
Unmet demand in
Brazil
Threat
High tariffs for US
produced goods
Internal Strengths
Sales leaders in
Peru and Chile
Weaknesses
Retail coverage in
Brazil
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Goals Follow From SWOT
The SWOT highlights
possibilities and the resources
needed to pursue them.
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Goals
Marketing is how the firm meets
many of its financial goals.
Goals should include
Financial objectives
Revenues
Level of Contribution
Return on Investment
Marketing objectives
Share
Distribution/Coverage
Expansion
New Products/Markets

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Marketing Strategy
Is how the plans goals are met.
Sets the confidence level that
the goals will be met.
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Marketing Strategy
Product-Market Specification
Describes the users, the needs
being fulfilled and the wants
satisfied.

Market Segmentation
ID variables that can simplify the
P-M by dividing it into
homogeneous groups of
users/potential users.
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Marketing Strategy
Targeting
Determines which of the market
segments you want to develop a
marketing mix for

Positioning
Identifies how you want the
targeted market segment to think
about your brand and offering
relative to competitors
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Are what implement the
marketing strategymore
specifically, are what implement
its positioning objective.
Marketing Action Plans
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Marketing Action Plans
Product Strategy
Creates form utility that meets needs
and wants.

Pricing Strategy
Creates value perceptions that impact
demand.

Channel Strategy
Creates time & place utility.

Promotion Strategy
Creates awareness & preference