The Marketing Plan

David Forlani
University of Colorado at Denver
MKTG. 6010
The Marketing Plan
Presentation Overview
 Purpose
 Situation Analysis
 SWOT Analysis
 Goals
 Marketing Strategy
 Marketing Action Plans

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Purpose of The Marketing
Plan
 Interpret Ambiguous Situations
 Make Assumptions Known
 Analyze/Evaluate Data
 Set Goals & Make Projections
 Is a rigorous method that leads
to Rational Decision Making

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Role of the Situation Analysis

 The Situation Analysis gathers

the data that is used in
subsequent analyses
 Data omitted at this point is often
never considered

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Current Situation:
Market
 Understanding of the Overall
Market
 Who are the users
 Size and growth

 What wants are being addressed

 Volatility of demand/wants

 History & future

 Substitutes, areas for expansion

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Current Situation:
Competition
 Direct & Indirect
 Current & Potential:
 Who
 How many

 How large

 Threat level

 Anticipated actions

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Current Situation:
Macro-environmental
 Cultural/Demographic Trends
 Social/Lifestyle Trends
 Economic Considerations
 Legal/Political Concerns
 Physical Environmental Issues

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Current Situation:
Your Firm’s Past Performance
 General Trends
 SBU performance
 Market-based Accomplishments
and Failures
 Skills gained or lost
 Future Considerations
 Anticipated issues

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The Situation Analysis Leads
to the SWOT Analysis
 The SWOT Analysis identifies
the key issues a firm must
consider to successfully
compete in the industry/market
being investigated.

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Key Issues
 Elements of the SWOT
ANALYSIS are:
 Company Strengths
 Company Weaknesses

 Environmental Opportunities

 Environmental Threats

 These are best presented as a

matrix.

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A SWOT Matrix ID’s:
 Strength—Opportunity Links
 Threat—Opportunity Conversions
 Weaknesses that must be Overcome

Positive Negative

External Opportunity Threat

Unmet demand in High tariffs for US
Brazil produced goods

Internal Strengths Weaknesses

Sales leaders in Retail coverage in
Peru and Chile Brazil
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Goals Follow From SWOT
 The SWOT highlights
possibilities and the resources
needed to pursue them.

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Goals
 Marketing is how the firm meets
many of its financial goals.
 Goals should include
 Financial objectives
 Revenues
 Level of Contribution
 Return on Investment

 Marketing objectives
 Share
 Distribution/Coverage
 Expansion
 New Products/Markets
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Marketing Strategy
 Is how the plan’s goals are met.
 Sets the confidence level that
the goals will be met.

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Marketing Strategy
 Product-Market Specification
 Describes the users, the needs
being fulfilled and the wants
satisfied.
 Market Segmentation
 ID variables that can simplify the
P-M by dividing it into
homogeneous groups of
users/potential users.

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Marketing Strategy
 Targeting
 Determines which of the market
segments you want to develop a
marketing mix for
 Positioning
 Identifies how you want the
targeted market segment to think
about your brand and offering
relative to competitors’

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Marketing Action Plans
 Are what implement the
marketing strategy—more
specifically, are what implement
its positioning objective.

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Marketing Action Plans
 Product Strategy
 Creates form utility that meets
needs and wants.
 Pricing Strategy
 Creates value perceptions that
impact demand.
 Channel Strategy
 Creates time & place utility.
 Promotion Strategy
 Creates awareness & preference
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