MARKETING PLAN

OUTLINE
 1.0 EXECUTIVE
SUMMARY
- The Purpose and Content of Marketing Plan
- The Role of Relationships
- The Synthesis of the Plan
2.0 Current Marketing
Situation
2.0 The Industry History
2.1 Market Description
2.2 Product Review
2.3 Competitive Review
2.4 Channels and Logistics Review
 3.0 T.O./SWOT
ANALYSIS
- Use Comprehensive Opportunities and Threats
Analysis Framework
4.0 Objectives and
Issues
- Objectives per year (3 years)
- Issues and Mitigations
5.0 Marketing Strategy
5.1 Positioning
5.2 Product Strategy
5.3 Pricing
5.4 Distribution Strategy
5.5 Marketing Communication Strategy
5.6 Marketing Research
6.0 Action Programs
- Specific Action and Activities
- Monthly (6-12 Months)
7.0 Budget
- Break Even Analysis
 8.0 Controls

- Contol Measures to closely monitor Product Quality,

Brand Awareness, Brand Image and Customer
Satisfaction
- Monitor deviations from plans, i.e. target monthly sales
and expenses
9.0 Projected Profit
and Loss Statement
- Marketing Performance Measures