CHAPTER 6

WORKSHOP AND PRESENTATION OF MARKETING

PLAN
LEARNING OBJECTIVES
• The learners shall be able to orally defend the mini-
marketing plan to a group of marketing professionals
THE MARKETING PLAN
THE MARKETING PLAN

What is a marketing plan?

-it is the advertising strategy that a company or a
business use to market and sell its product or service.
-it helps in identifying the target market,the right price
at which the product or service must be sold, and how
the company will measure its efforts.
MARKETING PLAN TEMPLATE/
OUTLINE
I. Executive Summary
II. Study Background
A. Brief History
B. Mission and Vision
C. Product or Services Offered
III. Market and Situation Analysis
A.Macro-Environmental Analysis
B. Micro-Environmental Analysis
C. SWOT Analysis
IV. The Market
A. Market Size
B. Market Needs
C. Market Trends
V. Objectives and Goals
VI. Strategies and Tactics
A. Pricing Strategy
B. Product Strategy
C. Place Strategy
D. Promotion Strategy
VII. Feedback and Control
VIII. Budget and Controls
PARTS OF THE MARKETING PLAN
1.) EXECUTIVE SUMMARY
-It is a summary of the significant points and
figures contained in the marketing plan
-It is an overview of your marketing plan
-It can only be composed after the marketing
plan is completed
-It is no longer than 1 or 2 pages
the following is recommended to include in executive
summary:

• brief description of products and services

• define target market
• competitive advantage
• positioning statement
• anticipated sales, profits, and market share
2.) STUDY BACKGROUND

• Brief history of the company

• Mission and Vision
Mission Statement- this is a statement of your business
purpose or what you want to achieve. your mission statement
should be market oriented.
Vision Statement- is a description of the desired future
state of the company
• Product or Service Offered
3.) MARKET AND SITUATION ANALYSIS

A. Macro-Environmental Analysis
• economic environment
-inflation rate and peso-dollar exchange rate and gross
domestic product (GDP)
• socio-cultural environment
-relevant socio-cultural factors that may affect the
manner of how the product will be marketed
• demographic
-utilize information that is easily accessible
-includes characteristics such as; age, geographic
location, education level, occupation, income, etc.
• technological
-relevant or recent technological development that
favorably or unfavorably affect the product
• natural/environmental
-includes pollution, global warming, natural disasters,
etc.
• politico-legal
-bills currently pending on the senate or in congress
-includes trade and tariff policy, tax structure, laws, etc.
B. Micro-Environmental Analysis
• the company
-is evaluated in terms of its organizational ability to implement
marketing strategies
• suppliers
-relationship between the company and its suppliers is
assessed
-supply chain should be investigated
• marketing intermediaries
-distribution network is explained and reviewed
-intermediary relationship is explained
• customers
-identify the geographic, demographic, and psychographic
profile of customer
• competition
-brand competitors are identified
-discusses recent competitive actions
• publics
C. SWOT Analysis
Strengths- superior customer service, excellent store location,
a unique product
Weaknesses- poorly trained staff, undifferentiated product or
service, poor stock management
Opportunities- entering a young developing market, increase
of government grant to increase consumption of your product,
acquiring distribution rights for a acomplimentary product
Threats- new competitor entering the market, new regulations,
increased trade barriers
4.) THE MARKET

A. Market Size
-show the size of your market
B. Market Needs
-know your market intimately to be able to serve its needs
C. Market Trends
-is based on the historical trends, segment or sub-segment’s
growth rate is projected over the plan period
5.) OBJECTIVES and GOALS (“where the business
needs to be”)

-in this section, state the marketing objectives. arrange

the objectives in sequence.
-it may include brand awareness, target and sales, and
revenue objectives.
-this must be specific, measurable, attainable, realistic,
and time-bound.
remember to include the following:
A. Mission Statement - this is a statement of your business
purpose or what you want to achieve. your mission statement
should be market oriented.
B. Objectives for Volumes, Sales, Market Share, Gross
Margins, Net Profit, Return on Investment - your mission is
then broken down into achievable objectives. achieving each
objectives should take a closer to achieving your mission.
C. Convert Ojectives to Goals by Assigning Magnitudes and Dates
- your goals outlines how you are going to achieve your objectives.
they should be easy to measure and evaluate.
6. STRATEGIES and TACTICS (“how to get
there”)

A. Pricing Strategy
when developing pricing strategy condsider the following;
 the customer’s sensitivity to changes in price
 what revenue is needed to break-even
 what the price says about your product (value, quality,
prestige)
B. Product Strategy
when developing the product strategy consider the following;
what level of quality does the product have
how many features does it have and can they be removed or
added
does the design and/or service deliver what the customer
value?
C. Place Strategy
when developing your place/distribution strategy consider the
following;
what distibution channels and methods will you use
if you will have a retail outlet and where it will be located
the geographic area your product/service be available in
D. Promotion Strategy
-your promotional strategy will ensure that consumers find out
about about your product or service.
there are four main promotional tools;
• Advertising
• Selling
• Sales Promotion
• Public Relations
7.) FEEDBACK and CONTROL

-the purpose of this section is to ensure that each of

the tactics is carried out as planned. there should be
feecback and control write up for your each of your tactics.
-corrective measures that can bee taken to ensure
adhere to plan must be developed ( example; reporting,
procedures and forms, coordination among parties, and
accountabilities.
8.) BUDGET and CONTROLS
remember to include the following:
• Financial Projection
-at this point, present the finacial viability of your
proposed marketing plan.
• Marketing Budget -in this part, indicate the total cost involved
in the implementation of the marketing plan. only third party
expenditures are to be included in the marketing budget. capital
expenditures like retail outlet, construction expenses, and the
purchase of packaging machineries are excluded from marketing
budget.
• Contingency Plans and Risk Management
-you should consider the possible risks to your business and
make contingency plans to address them. you will have noted some
possible risks under the weaknesses and threats of your SWOT
analysis, try to identify all of your risks and work out what you can
do to either reduce them or work around them if they occur.