MARKETING PLAN TEMPLATE

I. Executive Summary Describes the overall mission statement, company profile and product/service mix, marketing objectives, positioning, and brief description of marketing strategies. Positioning Statement Provide a positioning statement of how the product intends to differentiate or position itself in the marketplace. Situational Analysis A. Environmental Trends Possible major shifts that affect customers or operations: political, economic, social, technological, ecological, etc. B. Market Trends Provide the foundation for the marketing plan, including possible major or minor shifts that affect customers: international, national, regional, local. Market potential is an important part of this. Monitor consumer trends and related industry trends. C. Competitive Trends and Forces Needed to anticipate competitive moves as well as strengths & weaknesses, both current and forecasted. List all major existing competitors confronting your product, new competitors, major competitive strengths and weaknesses of each competitor. D. Opportunity Analysis Identify all the opportunities in the marketplace that are consistent with the objectives and market positioning. Segmentation and Target Market Analysis of available market segments and the selection of appropriate target markets to support the positioning strategy of the product. Market potential: should be viewed as the total available demand for the product within a particular geographic market at a given price. Action Plans A. Product/Service Mix Strategies - describe new product development strategies and programs B. Presentation Strategies describe how to make the product/service mix tangible (ex. staff uniform, ambiance, etc.) C. Pricing Strategies - identify the pricing strategies used in determining the product price C. Distribution Strategies - the selection of appropriate location and channels of distribution of the product

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Marketing Communications This portion of the marketing plan establishes how the company is going to reach its customers and tell them what the company has to offer. Describe and provide specific examples and materials of sales promotions, advertising, public relations strategies, personal selling strategies, etc. Sales Forecast and Revenue Projections The revenue forecast takes all of the assumptions of the marketing program and establishes a financial goal. Marketing Budget Detail the allocation of resources for the marketing strategies such as advertising, public relations, sales promotions, etc. Marketing Controls Describe how the company will measure and monitor that marketing strategies are on-track, what is working or not, and whether any changes or new directions are needed.

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