MARKETING PLAN OUTLINE

CONTENTS

Pag
e

Title Page i
Approval Sheet ii
Executive Summary iii
Acknowledgment iv
Table of Contents v
List of Tables vi
List of Figures vii
Chapter
1 INTRODUCTION
1.1 Company Profile
1.2 Vision and Mission Statement
1.3 Goals and Objectives

2 BUSINESS REVIEW
2.1 Current Status of the Business (Include Five – Year Business Performance
Analysis )

2.2 Business Trends

3 TARGET MARKET AND MARKET SEGMENTATION

3.1 Target Market
3.2 Market Segmentation & Characteristics
4 SITUATIONAL ANALYSIS
4.1 Remote Environment
4.1.1 Legal Aspects
4.1.2 Political Aspects
4.1.3 Economic Aspects
4.1.4 Socio – Cultural Aspects
4.1.5 Technological Aspects
4.1.6 Environmental Aspects
4.2 Competitive Environment
4.2.1 Rivalry Among Present Competitors (Include Competitive Analysis
vs. Competitors)

4.2.2 Threat of New Entrants

4.2.3 Threat of Substitute Products/ Service
4.2.4 Bargaining Power of Buyers
4.2.5 Bargaining Power of Suppliers
4.3 Internal Environment
4.3.1 Company Strengths and Weaknesses

5 TOWS MATRIX (concentrating on Ps of Marketing)

6 MARKETING GOALS, STRATEGIES AND OBJECTIVES
7 MARKETING PLAN OF ACTIONS WITH BUDGET (5 years)
8 FINANCIAL IMPACT ANALYSIS
9 CONTINGENCY PLAN