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    This document outlines the key components of a marketing plan, including an executive summary, situation analysis, market analysis, objectives and goals, strategies and tactics, feedback and controls, and budget. It provides details on what should be included in each section, such as defining the target market in the executive summary, conducting a SWOT and macroenvironmental analysis in the situation analysis, and setting specific and measurable objectives and goals. The document emphasizes that the marketing plan guides a company's advertising strategy to help market and sell its products or services.

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    This document outlines the key components of a marketing plan, including an executive summary, situation analysis, market analysis, objectives and goals, strategies and tactics, feedback and controls, and budget. It provides details on what should be included in each section, such as defining the target market in the executive summary, conducting a SWOT and macroenvironmental analysis in the situation analysis, and setting specific and measurable objectives and goals. The document emphasizes that the marketing plan guides a company's advertising strategy to help market and sell its products or services.

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    This document outlines the key components of a marketing plan, including an executive summary, situation analysis, market analysis, objectives and goals, strategies and tactics, feedback and controls, and budget. It provides details on what should be included in each section, such as defining the target market in the executive summary, conducting a SWOT and macroenvironmental analysis in the situation analysis, and setting specific and measurable objectives and goals. The document emphasizes that the marketing plan guides a company's advertising strategy to help market and sell its products or services.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    6 views29 pages

    Reporting

    Uploaded by

    Jerico Malabana
    This document outlines the key components of a marketing plan, including an executive summary, situation analysis, market analysis, objectives and goals, strategies and tactics, feedback and controls, and budget. It provides details on what should be included in each section, such as defining the target market in the executive summary, conducting a SWOT and macroenvironmental analysis in the situation analysis, and setting specific and measurable objectives and goals. The document emphasizes that the marketing plan guides a company's advertising strategy to help market and sell its products or services.

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    © All Rights Reserved
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    of 29

    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.

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