Business Marketing Module 6 - Workshop and Presentation of Marketing Plan

BUTUAN DOCTOR’S COLLEGE
JC Aquino Avenue, Butuan City 8600
Student’s Name: Teacher: MA. SABINA B. TEJAMO
Section: Date of Completion:
Strand: ABM 3 Lesson: 6 Week: 7 TO 10
Subject: BUSINESS MARKETING Score: Teacher Signature:
The learners demonstrate an understanding and proper interpretation of

Course Outcome
marketing strategies through workshop and presentation.
Topic WORKSHOP AND PRESENTATION OF MARKETING PLAN
1. Integrate the marketing concepts and techniques learned by

Most Essential Learning
preparing a marketing plan
Competencies:
2. Present a mini-marketing plan, orally and in writing
Learning Objective/s: The learners shall be able to orally defend the mini-marketing plan to a
group of marketing professionals
INTRODUCTION
Knowing how to make a marketing plan presentation isn’t only about know all the essential
elements. Be mindful that it’s also important where you place them.
The purpose of this module is to ensure that the conclusion of this course is relevant and timely;
and the objectives are well achieved.
What is a Marketing Plan?
A marketing plan is a document that lays out the marketing efforts of a business in an upcoming period, which is
usually a year. It outlines the marketing strategy, promotional, and advertising activities planned for the period.
I – CONTENTS/SUBJECT MATTER
Topic: Workshop and presentation Schedule
II – LEARNING RESOURCES
Elements of a Marketing Plan
A marketing plan will typically include the following elements:
Marketing objectives of the business: The objectives should be attainable and

measurable – two goals associated with SMART, which stands for Specific,
Measurable, Attainable, Relevant, and Time-bound.
Current business marketing positioning: An analysis of the current state of the

organization concerning its marketing positioning.
Market research: Detailed research about current market trends, customer needs,
industry sales volumes, and expected direction.
Outline of the business target market: Business target market demographics.
Marketing activities: A list of any actions concerning marketing goals that are
scheduled for the period and the indicated timelines.
Key performance indicators (KPIs) to be tracked

Marketing mix: A combination of factors that may influence customers to purchase

products. It should be appropriate for the organization and will largely be centered
on the 4Ps of marketing – i.e., product, price, promotion, and place.
Competition: Identify the organization’s competitors and their strategies, along with
ways to counter competition and gain market share.
Marketing strategies: The development of marketing strategies to be employed in

the coming period. These strategies will include promotional strategies, advertising,
and other marketing tools at the disposal of the organization.
Marketing budget: A detailed outline of the organization’s allocation of financial

resources to marketing activities. The activities will need to be carried out within the
marketing budget.
Monitoring and performance mechanism: A plan should be in place to identify if

the marketing tools in place are bearing fruit or need to be revised based on the
past, current, and expected future state of the organization, industry, and the overall
business environment.
A marketing plan should observe the 80:20 rule – i.e., for maximum impact, it should
focus on the 20% of products and services that account for 80% of volumes and the
20% of customers that bring in 80% of revenue.
Purpose of a Marketing Plan
The purpose of a marketing plan includes the following:
• To clearly define the marketing objectives of the business that align with the
corporate mission and vision of the organization. The marketing objectives
indicate where the organization wishes to be at any specific period in the
future.
• The marketing plan usually assists in the growth of the business by stating
appropriate marketing strategies, such as plans for increasing the customer
base.
• State and review the marketing mix in terms of the 8Ps of marketing – Product,
Price, Place, Promotion, People, Process, Physical Evidence, and Performance.
• Strategies to increase market share, enter new niche markets, and increase
brand awareness are also encompassed within the marketing plan.
• The marketing plan will contain a detailed budget for the funds and resources
required to carry out activities indicated in the marketing plan.
• The assignment of tasks and responsibilities of marketing activities is well
enunciated in the marketing plan.
• The identification of business opportunities and any strategies crafted to
exploit them is important.
• A marketing plan fosters the review and analysis of the marketing environment,
which entails market research, customer needs assessment, competitor
analysis, PEST analysis, studying new business trends, and continuous
environmental scanning.
• A marketing plan integrates business functions to operate with consistency –
notably sales, production, finance, human resources, and marketing.
Structure of a Marketing Plan
The structure of a marketing plan can include the following sections:
Marketing Plan Objectives
This section outlines the expected outcome of the marketing plan with clear, concise,
realistic, and attainable objectives. It contains specific targets and time frames.
Metrics, such as target market share, the target number of customers to be attained,
penetration rate, usage rate, sales volumes targeted, etc. should be used.
Market Research – Market Analysis/Consumer Analysis
Market analysis includes topics such as market definition, market size, industry
structure, market share and trends, and competitor analysis. Consumer analysis
includes the target market demographics and what influences their buying decisions
– e.g., loyalty, motivation, and expectations.
Target Market
This defines the target customers by their demographic profile, such as gender, race,
age, and psychographic profile, such as their interests. This will assist in the correct
marketing mix for the target market segments.
SWOT Analysis
A SWOT analysis will look at the organization’s internal strengths and weaknesses
and external opportunities and threats. SWOT analysis includes the following:
• Strengths are the organization’s competitive advantages that are not easily
duplicated. They represent the skills, expertise, and efficiencies that an
organization possesses over its competitors.
• Weaknesses are impediments found in the operations of an organization, and
they stifle growth. These can include outdated machinery, inadequate working
capital, and inefficient production methods.
• Opportunities are prospects for growth in the business through the adoption
of ways to take advantage of the chances. They could include entry into new
markets, adopting digital marketing strategies, or following new trends.
• Threats are external factors that can affect the business negatively, such as a
new powerful competitor, legislative changes, natural disasters, or political
situations.
Marketing Strategy
The marketing strategy section covers actual strategies to be included according to

the marketing mix. The strategy centers on the 8Ps of marketing. However, firms are
also at liberty to use the traditional 4 P’s of marketing – product, price, place, and
promotion. The 8 P’s are illustrated below.
The correct marketing mix is determined by the target market. The most expensive
options are advertising, sales promotions, and PR campaigns. Networking and
referrals are less costly.
Marketers also need to pay attention to digital marketing strategies that make use of
technology to reach a wider market and have also proven to be cost-effective.
Digital marketing channels, which became popular in the early 21st century, may
eventually overtake traditional marketing methods. Digital marketing encompasses
trending methods, such as the use of social media for business.
Other strategies within the marketing strategy include pricing and positioning
strategy, distribution strategy, conversion strategy, and retention strategy.
Marketing Budget
The marketing budget or projection outlines the budgeted expenditure for the
marketing activities documented in the marketing plan. The marketing budget
consists of revenues and costs stated in the marketing plan in one document.
It balances expenditures on marketing activities and what the organization can

afford. It’s a financial plan of marketing activities to be carried out – e.g., promotional
activities, cost of marketing materials and advertising, and so on. Other
considerations include expected product volume and price, production and delivery
costs, and operating and financing costs.
The effectiveness of the marketing plan depends on the budget allocated for
marketing expenditure. The cost of marketing should be able to make the company
break even and make profits.
Performance Analysis
Performance analysis aims to look at the variances of metrics or components

documented in the marketing plan. These include:
Revenue variance analysis: An analysis of positive or negative variance of revenue. A

negative variance is worrisome, and reasons should be available to explain the cause
of deviations.
Market share analysis: An analysis of whether the organization attained its target
market share. Sales may be increasing whilst the organization’s share of the market is
decreasing; hence, it is paramount to track this metric.
Expense analysis: An analysis of marketing expense to sales ratio. This ratio needs to
be compared to industry standards to make informed comparisons.
The ratio enables the organization to track actual expenditures versus the budget. It
is also compared to other metrics, such as revenue analysis and market share
analysis. It can be dissected into individual expenditures to sales to get a clearer
picture.
Administration of a Marketing Plan
The marketing plan should be revised and adapted to changes in the environment
periodically. The use of metrics, budgets, and schedules to measure progress towards
the goals set in the marketing plan is a continuous process by marketing personnel.
There should be a continuous assessment to verify that the goals of the marketing
plan are being achieved. The marketing manager should be able to review if the
strategies documented are being effective, given the operating environment.
It is irrational for the marketing manager to notice anomalies and wait to review at
year-end when the situation might have already deteriorated.
Changes in the environment may necessitate a review of plans, projections,

strategies, and targets. Therefore, a formal periodical review – such as monthly or
quarterly – may need to be in place. This may mean preparing an annual marketing
plan but reviewing the plan quarterly to keep targets and plans aligned closely to
environmental changes. It goes without saying that plans are as good as their
feasibility to succeed in the given environment.
APPLICATION (ACTIVITY)
NOTES TO REMEMBER (FORMAT AND GUIDELINES OF MARKETING PLAN)

GUIDELINES ON HOW TO MAKE A MARKETING PLAN
[INSERT YOUR BUSINESS LOGO]
[Business name]
Marketing plan
[Your name]
[Your position]
[Business name]
[Main business address]
[Website]
[Email]
[Telephone]
ABN: [ABN]
ACN: [ACN]
Prepared: [Date prepared]

MERCHANT MARINE ACADEMY OF CARAGA, INC.
North Montilla Boulevard, Brgy. Ong-Yiu, Butuan City 8600
Table of Contents
Summary 2
Market analysis 2
PEST analysis 2
SWOT analysis 2
Market segmentation and customer analysis 3
Market segmentation 3
Market research findings 3
Objectives and goals 3
Mission statement 3
Marketing objectives 3
Goals 3
Marketing strategies 4
Pricing strategy 4
Product strategy 4
Place strategy 5
Promotional strategy 5
People strategy 5
Process strategy 6
Budget and risk management 6
Budget 6
Risk assessment 6
(+63) 953 159 5140/ Email: shsmmaci@gmail.com W-1-3 1|Page

Summary
[You are advised to complete this section of your marketing plan last. You might include a brief overview of
your products and/or services, target market, competitive advantage, and anticipated sales, profits and
market share.]
Market analysis
• PEST analysis:
Political: [Identify any political and legal factors that may affect your business. Is your industry highly
regulated or is it under the government radar? What impact does regulation have on the industry
and success of your business?]
Economic: [What are some of the economic factors that may affect your business? For example,
unemployment rates, exchange rates, availability of labour]
Social: [What are some of the social and cultural factors that may affect your business? For example,
ageing society, education levels, residential trends]
Technology: [What are some of the technological factors that may affect your business? For
example, growth in e-commerce, internet access, emerging digital technologies]
• SWOT analysis
Strengths – internal resources or capabilities of your Weaknesses – internal resources or capabilities of
business that are better than your competition your business that are less than those of your
competitors
[eg. excellent store location] [eg. poorly trained staff]
Opportunities – external factors or conditions that Threats – external factors that could adversely
the business can exploit to build success affect the success of your business
[eg. acquiring exclusive distribution rights] [eg. new regulations]

Market segmentation and customer analysis
Market segmentation
a. Geographical
[Outline how your customers can be segmented based on their location. For example, by suburb location,
metropolitan vs regional, interstate and overseas]
b. Demographics
[Age, gender, education level, income, occupation, etc]
c. Behavioural
[Loyalty, attitude, readiness to buy, usage rates, etc]
d. Lifestyle
[Social class, personality, personal values]
Market research findings
[What statistical information have you reviewed to help you understand the market? If you have surveyed
potential customers, competitors or suppliers, provide a summary of your results.]
Objectives and goals

Mission statement
[Outline your mission statement]
Marketing objectives
[Outline the marketing objectives that will help you achieve your mission]
Goals
[What are your short- and long-term goals? Include details of how you will measure and achieve these goals
and the expected timeframe]

Marketing strategies
Pricing strategy
[Double-click the table below to enter your details or attach your own pricing strategy to this plan]
Gross
Forecast Gross profit
Forecast Markup Gross profit
Product cost price contribution of
sales ($) (%) profit ($) margin
($) product (%)
(%)
Total $ - $ - 0% $ - 0% 0%
[If you provide services rather than products you should provide your pricing structure, such as your hourly
rate or rates for one-off services. Include an explanation of how you determined your fees and charges.
Double click on the table below to input your data]
Item
Annual profit required $0.00
Annual running costs $0.00
Total revenue required $0.00
Weeks worked per year
Hours worked per week
Total hours worked 0
Chargeable hours available
Hourly charge out rate $0.00
Hourly charge out rate inc GST $0.00
Product strategy
[Where do your products/services fit in the market? How do they compare to those of your competitors?
How do customers benefit from your products/services?]

Place strategy
Channel Product/ Sales Advantages Disadvantages

services (%)
[Retail outlet, online, [List [% of [List advantages of [List disadvantages

export, wholesale, products/services overall this channel] of this channel]
etc] to be distributed sales via
via this channel] this
channel
]
Promotional strategy
[Outline your promotional strategies such as online, networking, printed material, direct marketing, print
advertising, content marketing, public relations, etc. Include the allocated cost or budget for each
strategy]
Promotional strategy Expected business improvement Cost ($) Target

launch
date
People strategy
Required staff
[Specify the job roles you may require]
Job role Quantity Skills required Date required
Recruitment:
[How do you plan to recruit the required staff? Are there any potential skill shortages that may impact on
your ability to recruit the appropriate people?]
Training:
[Is there any training required for staff?]
Process strategy
[Outline your customer service and business processes that you will implement to ensure that your sales
process is smooth]
Budget and risk management

Budget
[Provide details of your marketing budget]
Risk assessment
Risk description Likelihood Impact Strategy
[Description of the risk] [Highly likely, [High, [What actions will you take to minimise
likely, possible, medium, the potential risk to your business?]
unlikely, highly low]
unlikely]

THING TO DO
ASSIGNED TASK:
1. Think of a business idea that you may use for your MARKETING PLAN. Your Marketing pan is your final
output of this subject. Submit this ahead of time.
2. PLS read this module very carefully so that you maybe guided to the creation of a marketing plan as to
how’s of your plan. Check template as your guide
3. FOR ABM – this output be also your input or be used on your Business simulation which the output also
is the BUSINESS PLAN. FOR GAS – BUSINESS MODEL
4. KEEP IN TOUCH WITH THIS MODULE - WE WILL TRY OUR BEST TO MAKE A NEW PERSPECTIVE FOR THIS
TIME OF PANDEMIC (BASIN ANG MARKETNG PLAN NINYO MAGAMIT NINYO INTO A REAL BUSINESS)
5. CONSULTATION - A WEEK BEFORE THE PRESENTATION; JUDGING 2 DAYS BEFORE THE FINAL EXAM
REFERRENCES:
1. https://www.studocu.com/ph/document/monroe-college/marketing/other/questions-from-
chapter-2-strategic-planning-and-the-marketing-process/721081/view
2. https://flybluekite.com/how-to-implement-your-marketing-plan/
3. https://en.wikipedia.org/wiki/Marketing_plan
4. https://en.wikipedia.org/wiki/Market_analysis
5. http://www.marketingteacher.com/marketing-
controls/#:~:text=Marketing%20control%20is%20the%20process,have%20arrived%20at%20your%2
0destination.

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BUTUAN DOCTOR’S COLLEGE

JC Aquino Avenue, Butuan City 8600

Student’s Name: Teacher: MA. SABINA B. TEJAMO

Section: Date of Completion:

Strand: ABM 3 Lesson: 6 Week: 7 TO 10

Subject: BUSINESS MARKETING Score: Teacher Signature:

The learners demonstrate an understanding and proper interpretation of

Topic WORKSHOP AND PRESENTATION OF MARKETING PLAN

1. Integrate the marketing concepts and techniques learned by

What is a Marketing Plan?

Topic: Workshop and presentation Schedule

Elements of a Marketing Plan

A marketing plan will typically include the following elements:

Marketing objectives of the business: The objectives should be attainable and

Current business marketing positioning: An analysis of the current state of the

Outline of the business target market: Business target market demographics.

Key performance indicators (KPIs) to be tracked

Marketing mix: A combination of factors that may influence customers to purchase

Marketing strategies: The development of marketing strategies to be employed in

Marketing budget: A detailed outline of the organization’s allocation of financial

Monitoring and performance mechanism: A plan should be in place to identify if

Purpose of a Marketing Plan

The purpose of a marketing plan includes the following:

The structure of a marketing plan can include the following sections:

Marketing Plan Objectives

Market Research – Market Analysis/Consumer Analysis

The marketing strategy section covers actual strategies to be included according to

It balances expenditures on marketing activities and what the organization can

Performance analysis aims to look at the variances of metrics or components

Revenue variance analysis: An analysis of positive or negative variance of revenue. A

Administration of a Marketing Plan

Changes in the environment may necessitate a review of plans, projections,

NOTES TO REMEMBER (FORMAT AND GUIDELINES OF MARKETING PLAN)

GUIDELINES ON HOW TO MAKE A MARKETING PLAN

[INSERT YOUR BUSINESS LOGO]

Prepared: [Date prepared]

(+63) 953 159 5140/ Email: shsmmaci@gmail.com W-1-3 1|Page

(+63) 953 159 5140/ Email: shsmmaci@gmail.com W-1-3 2|Page

Market segmentation and customer analysis

Market research findings

Objectives and goals

(+63) 953 159 5140/ Email: shsmmaci@gmail.com W-1-3 3|Page

(+63) 953 159 5140/ Email: shsmmaci@gmail.com W-1-3 4|Page

Channel Product/ Sales Advantages Disadvantages

[Retail outlet, online, [List [% of [List advantages of [List disadvantages

Promotional strategy Expected business improvement Cost ($) Target

Job role Quantity Skills required Date required

Budget and risk management

Risk description Likelihood Impact Strategy

(+63) 953 159 5140/ Email: shsmmaci@gmail.com W-1-3 6|Page

(+63) 953 159 5140/ Email: shsmmaci@gmail.com W-1-3 7|Page

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