Marketing Plan Outline

1. Company overview
a. Brief business summary (company name, industry, location, mission statement, basic
values, philosophy) (keep it concise)
b. Short product mix description
- Single product
- Product line(s)
- Stage of the product lifecycle

2. Marketing Goals and Objectives

a. key marketing objectives
b. short- term goals (12 months)
c. long-term goals (1-3 years)

3. Situation analysis - SWOTT analysis (2-3 most important points that will be addressed in
the next parts of the report)
a. Strengths (internal)
b. Weaknesses (internal)
c. Opportunities (external)
d. Threats (external)
e. Trends (external)

4. Marketing Research and Segmentation

a. Consumer analysis
b. STP analysis

5. Market Overview
a. Competitor analysis (positioning, marketing mix)

6. Differentiation and positioning

7. Marketing strategy (marketing mix recommendations)

a. Product/service
- Type – good, service, idea etc
- Features – how will it be different from the competitors?
- Identification – brand name, label and packaging
- Production method/delivery of service

b. Price
- Pricing strategy
- Profit-oriented
- Sales-oriented
- Status quo
- Cost
- Production
- Distribution
- Overhead
- Sales
- Marketing
 - Markup
- Suggested selling price
- Profit margin
- Price and quality relationship – perceived value

c. Place
- Channels of distribution – manufacturer, wholesaler, retailer
- Product location availability
- Physical distribution/location of facilities/modes of transportation

d. Promotion
- Personal selling
- Advertising
- Direct mail
- Internet – website, social media, email etc
- Telemarketing
- Television
- Radio
- Integrated media
- Others
- Sales promotions – sales prices, discounts, coupons, contests, sweepstakes,
tradeshows etc
- Public relations
- Website

8. Top 3 Recommendations + Top 10 Action steps (Implementation Plan)

9. Budget
a. Estimated budget based on evidence (industry standards, benchmarks, actual quotes)
for the mentioned recommendations
b. Projected results to be achieved with the budget spent (ROI)

10. Evaluation and control metrics

a. Evaluation process and feedback mechanism to monitor progress (methods, tools,
benchmarks)
b. Performance objectives (quantifiable elements), i.e. Profit margin, Sales, Promotional
effectiveness (in line with goals and recommendations)