MARKETING PLAN – Generic outline structure for guidance

ENG7144 – Guidance Notes
MARKETING PLAN – Generic outline structure for guidance.
– Adaptable to suit the Company’s circumstances and objectives.
– Applicable at all levels; corporate, business, to individual sales person.
1 ‘Executive’ Summary – at least products, objectives, sales, profits, & costs.
2 Appreciation of Current Situation
2.1 Introduction & Summary of existing strategies and plans.
2.2 External influences (Opportunities & Threats) – Noting changes:
Corporate policies & Business Objectives.
Environment: Macro; Political/legal, economic, ecological, technological, sociological/demographic, ethical. [Specific effects.]
Market: Segments: Size & demand, growth, share, profitability, entry price, trends, [Quantitative]; Critical success factors inc. needs and required benefits; Seasonality. Assumptions.
Customers: Needs, benefits sought, perceptions, [B2B; products, size, growth, profitability, share, strategy, resources]. Assumptions.
Competition: Companies; resources, competences/limitations, size, growth, share, profitability, strategies. Mkt barriers. Substitutes. Assumptions.
Suppliers: Power, stability. (See also Internal, resources, deficiencies below.)
Alliances: Laterally, vertically; joint venture, licences, mergers, acquisitions.
2.3 Internal influences (Strengths & Weaknesses) – Noting changes:
Performance, trends & variances against plan.
Resources: Tangible; (production) facilities, products (volumes, capacity, costs, margins, trends), finance, designs, IT, distribution.
Intangible; service, technology (concepts, IS, CRM), reputation (brands, culture), tacit knowledge, processes, communications.
Human; knowledge, skills, experience (sales & marketing inter alia), motivation, flexibility.
Limitations & Deficiencies. (See also External, suppliers above.)
Capabilities: Organising ability; resource bundling/integration, teamwork, etc.
Core competences; good, distinctive, superior performance.
Limitations & Deficiencies.
2.4 Analysis – Summary of key External & Internal issues – OTSW [SWOT].
Targetable segments & customers [Quantify].
Major commercial opportunities [Quantify]. Needs, wants & sought benefits
Significant competitive threats.
Value of resources & competences, and deficiencies to remedy.
Perceptual position map, including competition.
2.5 Conclusions – based on Analysis
Results of quantitative analysis.
Sustainable competitive advantages.
Products’ benefits & unique selling propositions.
3 Objectives – based on Appreciation of Current Situation – SMART by Segment
Financial: Sales value, profit(ability), etc.
Marketing: Sales volume, growth, share – by product.
Qualitative: Market perception, new products & markets, innovation.
4 Strategies – 1-2yr (& 3-5yr rolling). To achieve objectives, based on analysis.
Target: Markets/segments/sectors/customers – plan-level dependant.
Portfolio: Products: core, augmented, unique, position; supplementary benefits; NPD, R&D
Price: Costs & estimating, market relative, premium, profit, terms, exchange rate policy, channel dependency.
Promotion: Target, Objective, Message, Channel, Budget, Mix, Management. (Branding) e-Marketing.
Place (Distn): Representatives, agents, distributors, stockists, e-commerce, after-sales service, facilitators.
NOTE. Also part of a complete general marketing plan, but not required in this assignment:
5 Action Programmes – to achieve each strategy
– What will be done, When, by Whom and for How Much?
6 Budgets – phased monthly
Income: Sales, financing, etc
Costs: People/pay, benefits, bonuses, cars, travel, training, market research, IT, promotion, etc.
7 Controls
Actual v’s plan/budget, variance, recovery.
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