How to Write a Marketing Plan

I. Executive Summary

This is a short section that presents an overview of the proposed plan for quick review by
management. Ideally, it should not be longer than one page.

II. Purpose and Mission

A. Purpose of the Marketing Plan

1. Give a brief explanation why the plan was created. (Ex. . . to introduce a new product or
to enter new markets.

2. Make a suggestion on what may be done with the information provided in the plan. An
example would be to set sales targets to be achieved next year.

B. Mission Statement

1. Why is the company in business?

2. What markets does it serve?
3. What benefits does it offer to the market?
4. What does it want to be known for?
5. What is its philosophy for doing business?
6. What products or services does the company offer?

III. Situational Analysis

Current Product Analysis

1. Describe the company’s current product offerings.

2. Current Target Market
3. Current Distribution Network
4. Competitor Analysis
5. Financial Analysis for Product or Product Lines
6. Environmental Concerns and Opportunities
7. Summary of Current Situation (provide a TOWS analysis)

IV. Marketing Strategies **This is where your suggestions/recommendations will come in.

A. Identify the marketing strategies

1. market growth
2. market stability
3. cost control
4. market exit

B. Determine financial objectives

1. customer sales
 2. margins
3. profitability
4. financial ratios

C. Determine marketing objectives

1. target market objectives
2. promotional objectives
3. channel objectives
4. R & D objectives

V. Tactical Marketing Programs

A. Target market tactics

1. Describe the target market
2. Describe the product positioning
3. Make a sales forecast for each product

B. Product tactics
Describe the features of the product, the branding, packaging, and labeling

C. Promotion strategies
1. Summarize the current promotional decisions
2. Describe the planned changes in the promotions
3. Describe the message
4. Cite the budget and timetables

D. Distribution Strategies
1. Summarize the current distribution network chain decisions
2. Describe the planned changes in the distribution

E. Pricing Tactics
Describe the current pricing decisions

VI. Budgeting, Performance Analysis and Implementation

A. Marketing Budget
Outline the spending requirements for each marketing strategy.

B. Performance Analysis
1. revenue and expenses for each product
2. break-even analysis
3. ratio analysis
C. Implementation
Make a detailed schedule of tasks and persons responsible for the tasks.
VII. Controls

A. Cite internal factors affecting the plan.

B. Cite external factors affecting the plan.
C. Cite the research limitations.