STRATEGIC MARKETING PLAN

SITUATION OVERVIEW
A. COMPANY NAME
1. Date established
2. Sales history
3. Number of employees
4. Key personnel
5. Chronology of company events
a. mergers
b. acquisitions
c. divestitures
6. Company business philosophy
7. Current awareness level of company among buying influences
8. Current perception of company among buying influences

B. PRODUCTS AND/OR SERVICES

1. Product or Service A (Repeat steps below for each product
or service applicable)

a. General description
1. purpose
2. features/benefits
3. pricing
4. sizing
5. methods of distribution
b. Advantages over competition
c. Disadvantages
d. Current awareness level among
1. end-users
2. pipeline influences
e. Current perception among
1. end-users
2. pipeling influences
f. Sales/share-of-market history
g. Promotion program summary, results
1. literature
2. public relations
3. advertising by medium
4. sales promotion
5. trade show participation
h. Stage of Product Life Cycle i. Phase of Advertising Spiral j. Selling process
1. lead generation
2. inquiry fulfillment
 3. follow-up
4. personal sales presentation
5. close
k. Current market positioning

C. MARKET
1. Product or Service A (Repeat steps below for each product
or service applicable)
a. size
1. number of potential customers
2. number of potential sales units
3. potential dollar volume
b. end user (business to business)
1. SIC codes

2. company sizes
a. number of employees
b. sales volume
c. number of outlets/plants
3. geography
c. end-user, purchase decision making influences
(Repeat for each purchase decision making influence,
and each pipeline influence)
1. final decision maker
a. demographics
(1) age
(2) income..household, personal
(3) job description
(4) education
(5) marital status
(6) number of children
(7) residence..location, home ownership
(8) cultural..race, religion, ethnic background
b. psychographics
(1) political affiliations
(2) hobbies
(3) personality type
(4) lifestyle
c. behavioristics
(1) heavy/light user of Product
(2) product adaption grouping
(3) product selection motivator
 d. media involvement
(1) listenership
(2) readership
(3) viewership
e. purchase decision making process
f. purchase decision making factors
(1) specifier
(2) recommender
(3) facts gatherer
(4) needs recognizer
g. pipeline influences
1. Retailer
2. Dealer
3 Distributor
4. Wholesaler
5. Broker
6. Agent
D. COMPETITION
1. Competetive Product or Service X (Repeat for each
competitive product or service)
a. General description
1. features, benefits
2. pricing
3. sizes
4. method(s) of distribution
b. Advantages over your product or service
c. Disadvantages
d. Current awareness level among buying influences
e. Current perception among buying influences
f. Sales history/share of market
g. Chronology, expenditures for promotion
l. literature
2. public relations
3. advertising by medium
4. sales promotions
5. trade shows
h. Positioning
i. Most likely strategy for the near future

E. NON-MARKETING CONSIDERATIONS
1. Economic
2. Legal
3. Social
4. Technical
5. Seasonal

MARKETING/SALES GOALS

A. PRODUCT OR SERVICE A (Repeat for each product or service)

1. Total Unit Sales
2. Total Dollar Sales