MARKETING PLAN

A. Executive Summary

B. Situational Analysis

a. Environmental Analysis
i. PESTLE Analysis
ii. Industry Analysis

b. Key Factors for Success

c. SWOT Analysis
i. Strengths and Weaknesses Analysis
ii. Opportunities and Threats Analysis

Why opportunity or Directions for the

threats? firm
Opportunities New product
New market
New channel
New geography
New business
model
Threats

d. Market Segmentation

Segment 1: Segment 2: Segment 3: Segment 4:

Potential market size

Market growth
Ease of creating
awareness
Purchase authority
Loyalty level
Responsiveness of
customers
Overall attractiveness

Chosen target market: ___________________________________________________________

C. Marketing Objectives and Goals

Next Year’s Target This Year’s Result % Difference

Sales (units)
Sales (peso)
Market Shares
Profit
Customer Satisfaction
Market Penetration

D. Marketing Strategy

a. Product Positioning

b. Customer Satisfaction Strategy

c. Preferred Brand Strategy

d. Contigency Plan

E. Marketing Budget

F. Marketing Implementation Guide

G. Appendix