Marketing Plan Worksheets

The worksheets in this appendix are designed to assist you in writing a formal marketing plan. Worksheets are a
useful planning tool because they help ensure that you do not omit important information from the marketing
plan. Answering the questions on these worksheets will enable you to:

1. Organize and structure the data and information you collect during the environmental analysis.

2. Use this information to better understand the strengths and weaknesses of your organization and to
recognize the opportunities and threats that exist in the marketing environment.

3. Develop goals and objectives that capitalize on the strengths of your organization.

4. Develop marketing strategies that create competitive advantages.

5. Outline a plan for implementing the marketing strategies.

In completing the environmental analysis section, be sure to be as comprehensive as possible. The viability of
your SWOT analysis depends on how well you have identified all of the relevant environmental issues.
Likewise, as you complete the SWOT analysis, you should be honest about your organization's characteristics.
Do not depend on strengths that your organization really does not possess. Being honest also goes for your
listing of weaknesses.

Having this electronic version of these worksheets will allow you to change the outline or add additional
information that is relevant to your situation. Not all companies will be the same, business to business vs
consumer vs service. Differences are expected and will be taken into account by the marker. Remember that
there is no one best way to organize a marketing plan. This outline is designed to serve as a starting point and to
be flexible enough to accommodate the unique characteristics of your organization. Now, let's get started.

I. Executive Summary

The executive summary is a synopsis (key findings) of the overall marketing plan. The executive summary is
easier to write if you do it last, after you have written the entire marketing plan.

II Environmental Analysis

A. The External Environment

Competitive forces – this is a critical section – it demands the utmost attention.

 Who are our major competitors? What are their characteristics (size, growth, profitability, strategies,
target markets)? You need to be able to show as much detail as possible in terms of actual
sales/market share etc. Annual Reports are COMPULSORY evidence – if you cannot determine
the financial strength of your own organisation relative to competitors how can you possibly
assess strategy?

Brand competitors:
Product competitors:
Generic competitors:
Key total budget competitors:

 What are our competitors' key strengths and weaknesses?

 What are our competitors' key marketing capabilities in terms of products, distribution, promotion, and
pricing?
 What response can we expect from our competitors if environmental conditions change or if we change
our marketing strategy?
 Is this competitive set likely to change in the future? If so, how? Who are our new competitors likely to
be?

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This section is the HEART of the plan. You must be able to JUSTIFY your statements with EVIDENCE you
have obtained. The quality of your research will be a key determinant of your grade.

Economic growth and stability (1-2 pages max – use the appendices for extra data)

 What are the general economic conditions of the country, region, state, and local area in which our firm
operates"! Again, EVIDENCE is required e.g., Economic Reports, ABS data etc
 Overall, are our customers optimistic or pessimistic about the economy?
 What is the buying power of customers in our target market(s)?
 What are the current spending patterns of customers in our KEY target market(s)? Are they buying less
or more of our product and why?

Political trends (1-2 pages max – use the appendices for extra data)

 Have recent elections changed the political landscape within our domestic or foreign markets? What
type of industry regulations do newly elected officials favour? (If info is available)
 What are we currently doing to maintain good relations with elected officials? Have these activities
been effective? (If info is available)
 Why or why not? (If info is available)

Legal and regulatory factors

 What changes in international, federal, state, or local laws and regulations are being proposed that
would affect our marketing activities?
 Do recent court decisions suggest that we should modify our marketing activities? (If info is available)
 Do the recent rulings of federal, state, local, and self-regulatory agencies suggest that we should modify
our marketing activities?
 What effect will changes in global trade agreements have on our international marketing opportunities?

Changes in technology

 What impact has changing technology had on our customers?

 What technological changes will affect the way we operate or manufacture our products?
 What technological changes will affect the way we conduct marketing activities, such as distribution or
promotion
 Do current technologies exist that we are not using to their fullest potential in making our marketing
activities more effective and efficient?
 Do any technological advances threaten to make our product(s) obsolete?

Cultural trends

 How are society's demographics and values changing? (1-2 pages max – use the appendices for extra
data)
 What effect will these changes have on our:
product(s)?
pricing?
distribution?
promotion?
people?
 What problems or opportunities are being created by changes in the cultural diversity of our customers
and employees?
 What is the general attitude of society about our industry, company, and product(s)? Could we take
actions improve this attitude?
 What consumer or environmental groups could intervene in the operations of our industry or company?
 What ethical issues should we address?

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B. The Customer Environment – this section is CRITICAL to your success and should match up
with your SWOT analysis.

Who are our current and potential customers? Note: You can pick the companies MAJOR target
segment for this – you do not have to cover ALL of a companies operations – their CORE business will
do.

 Demographic characteristics: gender, age, income, occupation, education, ethnic background, family
life cycle, etc
Current customers:
Potential customers:

 Geographic characteristics: location, density, etc.

Current customers:
Potential customers:

 Psychographic characteristics: attitudes, opinion, interests, motives, lifestyles

Current customers:
Potential customers:

 Do the purchasers of our products differ from the users of our products? Who are the major influencers
of the purchase decision?
 Who is financially responsible for making the purchase?

What do our customers do with our products?

 In what quantities and in what combinations are our products purchased?

 How do heavy users of our products differ from light users?
 How do customers use complementary products with our products?
 What do our customers do with our products after consumption? Do they recycle our products or our
packaging?

Where do our customers purchase our products?

 From what types of intermediaries are our products purchased?

Retail stores:
Wholesale outlets:
Catalogue outlets:
Electronic outlets:

 How does electronic commerce (the internet) affect the purchase of our products? Will this change in
the future?
 Are our customers increasing their purchasing from non-store outlets such as catalogues, home
shopping networks, or the Internet?

When do our customers purchase our products?

 Are the purchase and consumption of our products seasonal?

 To what extent do promotional events affect the purchase and consumption of our products?
 Do the purchase and consumption of our products vary based on changes in physical/social
surroundings, time perceptions, or the purchase task?
Why (and how) do our customers select our products?

 What are the basic benefits provided by our products and our competitors' products?
 What are the customer needs that are fulfilled by the benefits delivered by our products and our
competitors' products?

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 How well do our products and our competitors' products meet the needs of our customers?
 How are the needs of our customers expected to change in the future?
 What methods of payment do our customers use when making a purchase?
 Are our customers prone to developing close long-term relationships with us and our competitors, or do
 they buy in a transactional fashion (primarily on price)?

Why do potential customers not purchase our products? AGAIN – a Key point!!!

 What are the basic needs of non-customers that are not being met by our products?
 What are the features, benefits, or advantages of competing products that cause non-customers to
choose them over our products?
 Are there issues related to distribution, promotion, and pricing that cause customers not to purchase our
products? What is the potential for converting these non-customers to our products?

C. Internal (Organizational) Environment

Review of marketing goals, objectives, and performance – It is your Key task to try and determine this
based on as much evidence that is publically available e.g., annual reports, magazine articles,
newspaper reports, advertising campaigns, promotions. As you will probably not have access to
confidential company data this will be based a great deal more on your own judgement.

 What are our current marketing goals and objectives?

 Are our marketing goals and objectives consistent with the mission, goals, and objectives of the firm?
Why or why not?
 Are our marketing goals and objectives consistent with recent changes in the marketing or customer
environments? Why or why not?
 How are our current marketing strategies performing in terms of sales volume, market share,
profitability and communication (e.g., awareness and preference) objectives?
 How does our current performance compare to other firms in the industry? Is the performance of the
industry as a whole improving or declining? Why?
 If our performance is declining, what is the most likely cause? Are our marketing objectives
inconsistent with changes in the marketing or customer environments? Is the strategy flawed? Was the
strategy poorly implemented?
 If our performance is improving, what actions can we take to ensure that our performance continues to
improve? Is the improvement in performance due to a better than anticipated environment or superior
planning and implementation?

Review of current and anticipated organizational resources (1 –2 pages max – if info is available)

 What is the state of our current organizational resources (e.g., financial, capital, human, experience,
relationships with key suppliers or customers)? (If info is available)
 Are these resources likely to change for the better or worse in the near future?
 If the changes are for the better, how can we utilize these added resources to our advantage in meeting
customers needs better than competitors?
 If the changes are for the worse, what can be done to compensate for these new constraints on our
resources?

Review of current and anticipated cultural and structural issues (1 –2 pages max – if info is available)

 What are the positive and negative aspects of the current and anticipated culture of the firm?
 What issues related to internal politics and power struggles might affect our marketing activities?
 What is the overall position and importance of the marketing function as seen by other functional areas?
Are key executive positions expected to change in the future?
 How will the overall customer orientation of the firm (or lack thereof) affect our marketing
activities? A key point

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 Does the firm emphasize a long-term or short-term planning horizon? How will this emphasis affect our
marketing activities?
 Currently, are there positive or negative issues with respect to motivating our employees, especially
those in customer contact positions (e.g., sales, customer service)?

III. SWOT Analysis

A. Strengths

Strength 1:

 How does this strength assist us in meeting customer needs?

 How does this strength compare to our competitors' strengths? Does this strength make us different
from (better than) our competitors in the minds of our customers?

Strength 2:

 How does this strength assist us in meeting customer needs?

 How does this strength compare to our competitors' strengths? Does this strength make us different
from (better than) our competitors in the minds of our customers?

Strength 3:

 How does this strength assist us in meeting customer needs?

 How does this strength compare to our competitors' strengths? Does this strength make us different
from (better than) our competitors in the minds of our customers?

B. Weaknesses

Weakness 1:

 How does this weakness hinder us in meeting customer needs?

 How does this weakness compare to our competitors' weaknesses? Does this weakness make us
different from (worse than) our competitors in the minds of our customers?

Weakness 2:

 How does this weakness hinder us in meeting customer needs?

 How does this weakness compare to our competitors' weaknesses? Does this weakness make us
different from (worse than) our competitors in the minds of our customers?

Weakness 3:

 How does this weakness hinder us in meeting customer needs?

 How does this weakness compare to our competitors' weaknesses? Does this weakness make us
different from (worse than) our competitors in the minds of our customers?

C. Opportunities

Opportunity 1:

 How is this opportunity related to serving the needs of our customers?

 What actions can we take to capitalize on this opportunity in the short term and in the long term?

Opportunity 2:

 How is this opportunity related to serving the needs of our customers?

 What actions can we take to capitalize on this opportunity in the short term and in the long term?

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 Opportunity 3:
 How is this opportunity related to serving the needs of our customers?
 What actions can we take to capitalize on this opportunity in the short term and in the long term?

D. Threats

Threat 1:

 How is this threat related to serving the needs of our customers?

 What actions can we take to prevent this threat from limiting our capabilities in the short term and in the
long term?

Threat 2:

 How is this threat related to serving the needs of our customers?

 What actions can we take to prevent this threat from limiting our capabilities in the short term and in the
long term?

Threat 3:

 How is this threat related to serving die needs of our customers?

 What actions can we take to prevent this threat from limiting our capabilities in the short term and in the
long term?

E. The SWOT Matrix

Strengths: Opportunities:
 
 
 
 
 
 
 

Weaknesses Threats:
 
 
 
 
 
 
 

F. Matching, Converting, Minimizing, and Avoiding Strategies

 How can we match our strengths to our opportunities to create capabilities in serving the needs of our
customers?
 How can we convert our weaknesses into strengths?
 How can we convert our threats into opportunities?
 How can we minimize or avoid those weaknesses and threats that cannot be successfully converted?

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 Do we possess any major liabilities (unconverted weaknesses that match unconverted threats) or
limitations (unconverted weaknesses or threats that match opportunities)? Are these liabilities and
limitations obvious to customers?
 Are there ways that these liabilities and limitations can be minimized or avoided?

IV. Marketing Goals and Objectives – Your recommendations must be justified by EVIDENCE – not
just your opinion.

A. Marketing Goal A:

Objective A1

Specific and measurable outcome:

Time frame:
Responsible unit/person: (e.g., Marketing Dept)
Relationship to SWOT:

Objective A2

Specific and measurable outcome:

Time frame:
Responsible unit/person:
Relationship to SWOT:

Objective A3

Specific and measurable outcome:

Time frame:
Responsible unit/person:
Relationship to SWOT:

B. Marketing Goal B:

Objective Bl:

Specific and measurable outcome:

Time frame: Responsible unit/person:
Relationship to SWOT:

Objective B2:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT:

Objective B3:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT: C.

C. Marketing Goal C:
Objective Cl:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT:
Objective C2:

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Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT:
Objective C3:
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Relationship to SWOT: