Marketing Plan Format

I. Executive Summary
The executive summary is a summarized version of your marketing plan. The main
objective is it to briefly list and describe all relevant components. Keep in mind that
most executives who’ll read your marketing plan won’t have the time to read the full
document. Therefore, you need to make sure that they’re immediately getting the full
picture.
One of the most frequently read components of a marketing plan, is a synopsis of the
marketing plan. Although it does not provide detailed information, it does present an
overview of the plan so readers can identify key issues pertaining to their roles in the
planning and implementation processes. Although this is the first section in a
marketing plan, it is usually written last.

II. STUDY BACKGROUND

a. History of the Company
b. Mission and Vision
c. Product/Service Offerings

III. MACRO ENVIRONMENT ANALYSIS

This section of the macro environmental analysis considers relevant external
environmental forces such as competitive,
a. Economic
b. Politico-legal
c. Sociocultural
d. Demographic
e. Technological
f. Natural

IV. OPPORTUNITIES AND THREATS

a. Opportunities
Opportunities are favorable conditions in the environment that could yield
rewards for an organization if acted on properly.
b. Threats
 Threats are conditions or barriers that may pre vent the organization from
reaching its objectives.

V. MICRO ENVIRONMENTAL ANALYSIS

The micro environmental analysis presents information regarding the
organization’s current situation with respect to the following:
a. Company
b. Suppliers
c. Market Intermediaries
d. Customers
e. Competition
f. Publics

VI. STRENGTHS AND WEAKNESSES

a. Strengths
Strengths are competitive advantages or core competencies that give the
organization an advantage in meeting the needs of its customers.
b. Weaknesses
Weaknesses are limitations a firm has in developing or implementing a
marketing strategy.

VII. THE MARKET

a. Market Size
The total number of likely buyers of your product or service within a given
market.
b. Market Need
Relates to the functional and emotional needs or desires of a target market.
c. Market Trends
Refers to changing customer preferences and buying habits

VIII. MARKETING GOALS AND OBJECTIVES

What are your current marketing objectives? After you’ve laid out your
marketing goals, describe how you’re planning to achieve these goals and
objectives through marketing and promotional activities.
IX. MARKETING STRATEGIES
Though the marketing mix section in this plan is abbreviated, this component
should provide considerable details regarding each element of the marketing mix:
product, price, distribution, and promotion.

a. Product/Service Strategy
This provides a clear picture of the company’s product offering divided (if
applicable) into categories, sub-categories, classes, units, etc. It also
describes the unique features of the product offering that separates them from
competition.

 Target Market(s)
The analysis of current target markets assesses demographic, geographic,
psychographic, and product usage characteristics of the target markets. It
also assesses the current needs of each of the firm’s target markets,
anticipated changes in those needs, and how well the organization’s
current products are meeting those needs.
 Brand Positioning
A statement which describes about your target market that also includes a
holistic picture of how you’d like your brand to be perceived by customers
based on research and data. Simply put, this statement is the who, when,
where, why and how of your brand’s identity.

b. Pricing Strategy
Price is one of the most important ways in which customers choose between
products and services. How do you determine or setting price strategy?
c. Distribution Strategy
Choosing the right distribution channel depends on the type of product being
offered and the end-user buying behavior. Properly implemented, distribution
contributes to the overall customer experience and satisfaction with the
brand.
What is your preferred distribution channel?
Why are you choosing it over others?
What are the costs related to distributing your products or services?
What’s the impact of your distribution channel on your delivery times?
 d. Promotional Strategy
What promotional strategy have you employed to inform, persuade, or remind
target audiences about your product/service? The key components of
promotion include personal selling, direct marketing, advertising, sales
promotion, and public relations. Developing a promotion strategy involves
deciding on the objectives of marketing communication, deciding the role of
each of the components of the promotion mix, budgeting, and strategy
development for the promotion mix components.

X. TACTICAL IMPLEMENTATION
This component of the marketing plan outlines the specific activities,
responsibility, and timetables for completion required to implement the marketing
plan, who is responsible for performing these activities, and when these activities
should be these activities should be accomplished based on specified schedule.

XI. MARKETING BUDGET

Outlines all the money a business intends to spend on marketing-related activities

or projects. Marketing budgets can includes expenses such as paid advertising,
new marketing staff, a registered blog domain, etc.

XII. EVALUATION AND CONTROL

Contains performance standards against which to measure the marketing plan
and company performance. This section also should provide information on what
action should be taken if the marketing goals and objectives are not met.

XIII. FINANCIAL PROJECTIONS

Financial projections includes:
a. Start-up expenses
b. Sales forecast for at least three fiscal year
c. Income Statement
d. Cash Flow Statement
e. Balance Sheet
 OFFICIAL FORMAT

Cover Page

Acknowledgement

Dedication

Table of Content

EXECUTIVE SUMMARY

STUDY BACKGROUND

History of the Company

Mission and Vision

Product/Service Offerings

MACRO ENVIRONMENT ANALYSIS

Economic
 Politico-legal

Sociocultural

Demographic

Technological

Natural

OPPORTUNITIES AND THREATS

MICRO ENVIRONMENTAL ANALYSIS

Company

Suppliers

Market Intermediaries

Customers

Competition

Publics

STRENGTHS AND WEAKNESSES

THE MARKET

Market Size

Market Need

Market Trends

MARKETING GOALS AND OBJECTIVES

MARKETING STRATEGIES

Product/Service Strategy

Target Market(s)

Brand Positioning

Pricing Strategy

Distribution Strategy

Promotional Strategy
TACTICAL IMPLEMENTATION

MARKETING BUDGET

EVALUATION AND CONTROL

FINANCIAL PROJECTIONS

Start-up expenses

Sales Forecast

Income Statement

Cash Flow Statement

Balance Sheet

APPENDIX

Charts, Tables & Graphs (if available)

Curriculum Vitae

_____________________________________________________________________________
_

OTHERS:
Line Spacing: 1.5
Margin: 1.5 left, 1 right, top & bottom
Justify
Short Bond paper
Font Style: Century Gothic
Font Size: 12’
Note:

 Pagination should be included

 Avoid Plagiarism (paraphrase and cite your sources by using APA format