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    Marketing Plan

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    amaar
    This document outlines the typical components of a marketing plan, including an executive summary, current marketing situation analysis, SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. It provides details on what each component involves, such as using the current marketing situation section to discuss the market, segments, products, competitors, and channels. The marketing strategy section outlines how positioning, product, price, distribution, communication, and research strategies will be developed. Action programs, budgets, and controls are also summarized.

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    Marketing Plan

    Uploaded by

    amaar
    77 views16 pages
    This document outlines the typical components of a marketing plan, including an executive summary, current marketing situation analysis, SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. It provides details on what each component involves, such as using the current marketing situation section to discuss the market, segments, products, competitors, and channels. The marketing strategy section outlines how positioning, product, price, distribution, communication, and research strategies will be developed. Action programs, budgets, and controls are also summarized.

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    Marketing plan strategy

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    This document outlines the typical components of a marketing plan, including an executive summary, current marketing situation analysis, SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. It provides details on what each component involves, such as using the current marketing situation section to discuss the market, segments, products, competitors, and channels. The marketing strategy section outlines how positioning, product, price, distribution, communication, and research strategies will be developed. Action programs, budgets, and controls are also summarized.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    77 views16 pages

    Marketing Plan

    Uploaded by

    amaar
    This document outlines the typical components of a marketing plan, including an executive summary, current marketing situation analysis, SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. It provides details on what each component involves, such as using the current marketing situation section to discuss the market, segments, products, competitors, and channels. The marketing strategy section outlines how positioning, product, price, distribution, communication, and research strategies will be developed. Action programs, budgets, and controls are also summarized.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    Marketing Plan

    Marketing Plan
    • To provide direction and focus for your
    brand, product, or company.

    – Nonprofit orgs: to guide their fund-raising and


    outreach efforts
    – Gov. agencies: to initiate such as building public
    awareness of proper nutrition and stimulating
    area tourism
    Marketing Plan Components
    • Executive Summary
    • Current Marketing Situation
    • SWOT Analysis
    • Objectives and Issues
    • Marketing Strategy
    • Action Programs
    • Budgets
    • Controls
    Executive Summary

    • This section summarizes the market offerings,


    target segments, main goals,
    recommendations, and points as an overview
    for senior managers who will read and
    approve the marketing plan.
    Current Marketing Situation

    • In this section, marketing managers discuss


    the overall market, identify the market
    segments that they will target, and provide
    information about company’s current
    situation.
    Current Marketing Situation

    I. Market description:
    Describing the targeted segments and the
    benefits and product features in detail provides
    context for the marketing strategies.
    II. Product review
    III. Competitive review
    IV. Channels and logistics review
    Current Marketing Situation

    I. Market description
    II. Product review:
    The product review summarizes the main
    features for all of the company’s products,
    organized by product line, type of customer,
    market, or order of product introduction.
    III. Competitive review
    IV. Channels and logistics review
    Current Marketing Situation

    I. Market description
    II. Product review
    III. Competitive review:
    The purpose of a competitive review is to
    identify key competitors, describe their market
    positions, and briefly discuss their strategies.
    IV. Channels and logistics review
    Current Marketing Situation

    I. Market description
    II.Product review
    III.
    Competitive review
    IV.Channels and logistics review:
    In this section, marketers list the most
    important channels, provide an overview of
    each channels arrangement, and identify
    developing issues in channels and logistics.
    SWOT Analysis
    • Strengths:
    Internal capabilities that can help the company
    reach its objectives.

    • Weaknesses:
    Internal elements that may interfere with the
    company’s ability to achieve its objectives.
    SWOT Analysis
    • Opportunities
    External elements that the company may be
    able to exploit to its advantage.

    • Threats
    Current or merging external elements that could
    potentially challenge the company’s
    performance.
    Objectives and Issues
    • The company’s objectives should be defined
    in specific terms so management can measure
    progress and plan corrective action if needed
    to stay on track.

    • This section describes any major issues that


    might affect the company’s marketing
    strategy and implementation.
    Marketing Strategy
    • Positioning
    • Marketing tools: product strategy
    • Marketing tools: pricing strategy
    • Marketing tools: distribution strategy
    • Marketing tools: marketing communication
    strategy
    • Marketing research
    • Marketing organization
    Action Programs
    • Spells out how marketing strategies will be turned into
    specific action programs that answer the following
    questions:
    – What will be done?
    – When will it be done?
    – Who will do it?
    – How much will it cost?

    • Action programs should be coordinated with the resources


    and activities of other departments, including production,
    finance, purchasing, and so on.
    Budgets
    • Managers use budgets to protect profitability
    and plan for each marketing program’s
    expenditures, scheduling, and operations.
    Controls
    • Controls help management assess result after
    the plan is implemented, identify any
    problems or performance variations, and
    initiate corrective action.

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