margins and net profits for each major product line in the

past several years.

Competitive Situation: Major competitors

described in terms of their size, goals, market share,

product quality, marketing strategies.
Distribution Situation: Information on size and

importance of each distribution channel.

Macro-environment Situation: Describes broad

MARKETING PLAN
Introduction
A marketing plan is a written document that details actions
necessary to achieve one or more specified objectives in order
to sell a product or service, a brand, a product line, or a
corporation as a whole. Marketing plans can range from one to
five years in length
The Contents of a Marketing Plan

macro-environment trends demographic, economic,

technological, political/legal, socio/cultural, that bear on a
products future

1. Executive Summary
Brief statement of goals and recommendations based on hard
data

2. Current Marketing Situation

Presents data on the market, product, competition,

distribution, macro-environment. (Product fact

book) S.P.I.N.S. Situation Where am I,
Prolem identification/Implications What is happening,
Needs Assessment Why is it happening, Solutions
What can I do about it
Market Situation: Data on target market, size and

Product Situation: Sales, prices, contribution

3. Opportunity and Issue Analysis

SWOT analysis
Strengths : are internal capabilities that can help

the company reach its objectives

Weakness: are internal elements that may interfere

with the companys ability to achieve its objectives

Opportunities: are external elements that the

company may be able to exploit to its advantage

Threats : are current or emerging external elements

that could potentially challenge the companys

performance
Issue analysis: Use SWOT to define the main

growth for past years and each segment. Data on customer

needs, perceptions, and buying behavior trends.

issues plan must address

4. Objectives
Defines the plans financial and marketing goals in terms
of sales volume, market share and profit.

5. Marketing Strategy (game plan)

Broad marketing approach that will be used to achieve goals.
Target market
Positioning: a positioning built on meaningful

differentiation, supported by appropriate strategy and

implementation, can help the company build competitive
advantage
Product Line: a group of products that are closely

related because they function in a similar manner, are sold

to the same customer groups, are marketed through the
same types of outlets, or fall within given price ranges
Price: setting the right price is one of the

marketers most difficult tasks. A host of factors come into

play. But finding and implementing the right pricing
strategy is critical to success
Distribution Outlets:
Sales Force

Service

Advertising
Sales Promotions
Research and Development
Marketing Research
6. Action Programs
Special marketing programs designed to achieve objectives,
i.e., winning the loyalty of existing customers, action programs
should be coordinated with the resources and activities of other
departments, including production, finance, purchasing, and so
on
7. Budgets
Managers use budgets to project profitability and plan for each
marketing programs expenditures, scheduling, and operations
8. Controls
How will program be monitored? Controls help management
assess results after the plan is implemented, identify any
problems or performance variations, and initiate corrective
actions