TERM Project: The B2B Marketing Plan

I. Title Page

II. Executive Summary - Presents a brief overview of the proposed plan. This is a condensation
of the entire report. It is not the same as an introduction. The introduction merely explains the
purpose and organization of the report.

III. Table of Contents

IV. Current Marketing Situation – provide the current market scenario by presenting relevant
data on the market, products/services, and macro environment.

A. Current Product/Services Situation – Here you are required to describe the nature of
your product/service in terms of its overall value proposition. Present the details like,
current annual sales, market share (relative to competitors), and potential growth
potential. The product section should deal with information such as product
characteristics, intended uses and packaging.

B. Company Situation - Discuss the company, which produces your product and its
current market situation. If the company is already in existence, give a brief history of
the company in terms of its number of employees, sales volume, recent growth
patterns, and extent of B2B operations at present

C. Current Market Situation – Here you are required to present detailed situation
analysis of the overall market conditions, relevant trends, and environmental
parameters. Be sure to include a description in terms of relevant socio-economic data,
the indicators used to determine market potential, what segments exist in the given
market and the expected demand of each, how similar products are distributed within
this industry, what media is available, and what barriers exist to entering into this
marketplace.

D. Customer Situation - What general trends are happening within the B2B
organizations? Discuss the organizational behavior of those within the industry. How do
they view and what are the current perceptual positions of the current product
offerings? Describe the needs of this community.

E. Macro-environment Situation - this section looks at the sociological, technical,

economic, environmental, and political conditions which are impacting the overall
market conditions.

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V. SWOT Analysis - Present the SWOT analysis and the main issues the plan must address.
Please consider BOTH the company and its major competitors and conduct a SWOT for each.
Describe what competitive advantage your firm will leverage and those of your competitors. Be
sure to consider the possible "competitive responses" that are likely transpire as a result of
your marketing plan.

A. Opportunity/Threats Analysis (external factors)

B. Strengths/Weaknesses Analysis (internal factors)

C. Identification of Distinctive Competency

D. Key Issues Regarding Comparison of External Factors to Internal Factors.

VI. Objectives - Defines the plan’s financial and marketing goals in quantitative terms. Include
here sales projections and explanations of how they were computed. Be sure to explain the
overall purpose of this project (i.e., what is the broad goal?)

A. Financial Objectives

B. Marketing Objectives (including at least one objective on your strategy for

organizational growth).

VII. Marketing Strategy - Presents the marketing strategies that will be used to achieve the
plan’s objectives. Some of the strategy areas include:

A. Identification of the Possible Market(s) (Segmenting Strategy)

B. Targeting Strategy - define your target market. Please take the time to develop a
detailed target market profile of the group selected.

C. Positioning Strategy

D. Marketing Research Strategy

E. Product Strategy

F. Service/Customer Service Strategy

G. Price Strategy

H. Distribution Strategy

I. Promotion Strategies

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 i. Personal Selling/Sales Strategy

ii. Advertising Strategy

iii. Sales Promotion Strategy

iv. Publicity/Public Relations Strategy

v. Internet Marketing Strategy

vi. Direct Marketing Strategy

VIII. Action Programs - For the strategies outlined in the previous section, identify what will be
done, when it will be done, who will do it, and how much it will cost. How should this plan be
implemented? Describe the "day-to-day" tactics of achieving the overall strategy.

IX. Projected Profit and Loss Statement - Forecasts the plan’s expected financial outcomes. This
section will include a marketing budget on the basis of the total expenditures for the first year.
Explain how the marketing budget will be allocated amongst the marketing mix elements. It will
also compute the likely impact of your recommendations on the overall financial performance
of the organization. Be prepared to defend these allocations.

X. Controls - Indicates how the plan will be monitored (controlled) to ensure that you are on
target. Here include the standards that you will employ and how you will monitor performance
against these standards, and how corrective action will be taken if necessary. Specify
contingency plans.

XI. Conclusion - Here include a brief statement of your major conclusions plus what you have
learned from the project. Also what you would do differently were you to prepare another
marketing plan for a B2B marketplace.

XII. Appendix - The place to put the reference list, extra exhibits budgets, goals, contingency
plans, projected profit and loss statement, additional information, etc.