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Marketing Plan Outline

1.0 Executive Summary - An executive summary is an overview. The

purpose of an executive summary is to summarize the key points of a document for its readers, saving them time and preparing them for the upcoming content. Think of the executive summary as an advance organizer for the reader. Above all else, an executive summary has to be clear and concise.

Situation analysis is a marketing term, and involves evaluating the situation and trends in a particular company's market. Situation analysis is often called the "three c's", which refers to the three major elements that must be studied:
2.0 Situation Analysis

Customers companies competitors

The number of "c's" is sometimes extended to four, five, or even six, with "Collaboration", "Company", and "Competitive advantage". Market analysis is a tool companies use in order to better understand the environment in which they operate. It is one of the main steps in the development of a marketing plan.
2.1 Market Summary -

Examination of the internal strengths (S), weaknesses (W), external opportunities (O), and threats (T) affecting an organization. Also called SWOT Analysis, a situational analysis is a basic element of the marketing plan and is used to make projections for the proposed marketing activities.
2.2 SWOT Analysis 2.3 Competition - Rivalry in which every seller tries to get what

other sellers are seeking at the same time: sales, profit, and market share by offering the best practicable combination of price, quality, and service.

An offering encompasses the benefits or satisfaction provided to your target markets, tangible and intangible. To successfully market your product, you must understand its benefits from the buyers perspective. This approach allows you to think beyond the tangible product entity and consider what the consumer is actually buying and their reasoning behind that purchase
2.4 Product (Service) Offering 2.5 Keys to Success -

No matter what product or service an

organization is marketing, to be effective the campaign message must be clear. Without marketing clarity, perspective customers may be left wondering what the organization was trying to market. A marketing plan specifies and integrates the firm's marketing goals, strategic direction and tactical choices. It sets timetables for action and benchmarks for evaluating success. It is also a document that can be shared with all managers to encourage consistent decision making. Among the issues it must address are the nature of the target, conditions in the environment and how to use the tools.
2.6 Critical Issues -

how you get people or potential customers interested in your company, your product or your service. How you position your brand, create messaging and establish your company goals, supports your attempt to interest people. How you engage with or pursue your audience is what defines your marketing plan.
3.0 Marketing Strategy -

the image of the level and method of how you are going to deliver your products and services in order to accomplish your corporate mission. This might be To always have free bonuses to provide, as needed, or. To have the fullest line of products available, or, to become known as the problem solving company under all circumstances.
3.1 Mission -

While the exact aim of your marketing objectives will vary depending on your particular project, all marketing objectives share the same principles and must be formulated and written in a specific way to get the results you want.
3.2 Marketing Objectives 3.3 Financial Objectives Estalbish Revenue Projections, Cost, Pricing Flexibility and Budget. 3.4 Target Markets - Target marketing provides a focus to all of your
marketing activities

refers to the competition between companies for highest grossing sales, unique products and lowest prices
3.5 Positioning -

a plan for promoting a particular product or service to target customers


3.6 Strategies -

a mixture of marketing techniques such as pricing, packaging, and advertising used to promote the sale of a product.
3.7 Marketing Mix -

study of consumers' wants: the gathering and analysis of information about what people want or like or what they actually buy
3.8 Marketing Research -

influence of buyers and sellers: the ability of buyers and sellers to exert influence over a market for goods or services 4.1 Implementation - the realization of an application, or execution of a plan, idea, model, control, design, specification, standard, algorithm, or policy 4.2 Marketing Organization - A good marketing organization design matches people and work responsibilities in a way that is best for accomplishing the firm's marketing strategy deciding how to assemble people into organizational units and assigning responsibility to the various mix components that make up marketing strategy are important influences on marketing performance 4.3 Contingency Planning - the process of preparing strategic actions that a company's management team can take when sales results deviate substantially from what had been forecasted. Companies that emphasize contingency planning are simply being realistic -- they recognize that the economic and competitive environment in which the company operates is constantly changing.
4.0 Controls -

5.0 Conclusion