The marketing plan

1.Objectives & Goals

WHO? Who are we, and how do we position ourselves?
WHAT & TO WHOM? Who is our target market, what do we want to deliver to them?
WHERE? Where are our target customers located?
WHEN? Within which timeframe do we want to achieve the goal?

Goals should be specific and measurable!

2.Situation analysis
SWOT Analysis
 Internal analysis (S, W)
 External analysis (O, T)
Strength: strong sales, customer relationships, inventory system, financial strength, product knowledge
Weakness: poor market position, insufficient international distribution channels, outdated technology, thinning talent
Opportunities: market growth, new laws and regulations, reduction of trade barriers
Threats: price competition, increased procurement cost, increased customer expectations
 SO strategy, ST strategy, WO strategy, WT strategy

3. Industry sector analysis (5 Forces Analysis)

 Supplier power
 Buyer power
 Threat of new entrants
 Threat of substitutes
 Degree of rivalry

1
4. Domestic Market Analysis
 Social market environment
 Cultural considerations
 Legal perspectives, regulatory framework
 Economic environment
 Political environment, policies
 Technological environment

5. Foreign Market Analysis (SLEPT Analysis)

 Social market environment
 Cultural considerations
 Legal perspectives, regulatory framework
 Economic environment
 Political environment, policies
 Technological environment

6. Marketing Strategy & Tactics

 Marketing Mix
 Product strategy
 Pricing strategy
 Marketing communication
 Channels of distribution
 Market entry mode

7. Market Entry Budget

Estimate costs associated with the implementation of the marketing plan
Mid-range or long-range budget (5-10 years)
 Expected revenues (sales turnover)
 Expected cost items (initial investment cost, production cost, communication cost, channel cost,…)
 Other considerations (government subsidies, tax breaks,…)
 Expected earnings

2
 Estimated break-even-point