I. Executive Summary
A high-level summary of the marketing plan.
II. The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.
III. Situation Analysis
? Company Analysis
? What do you want to achieve? The goal statement(s) should be challenging and yet, attainable. Is it important to increase the number of departments served? Which departments? Do you intend to provide more training programs? Sample goal statements might read:
1. Establish relationship with Legal and Regulatory Departments in first quarter.
2. Reduce staff time spent on call-in, ad hoc requests for help with Internet searching.
o Market Share
? Customer Analysis
o Value drivers
o Decision process
o Concentration of customer base for particular products
? Competitor Analysis
o Complete RWW Screen (include both chart/diagram and discussion)
o Market position
o Market shares
o Subsidiaries, joint ventures, and distributors, etc.
? Environmental Analysis: Choose 2 of the following (include both chart/diagram and discussion)
o PEST Analysis:
? Political and legal environment
? Economic environment
? Social and cultural environment
? Technological environment
? SWOT Analysis
o A SWOT Analysis of the business
environment can be performed by organizing the
environmental factors as follows:
? The firm?s internal attributes can be classed as strengths and weaknesses.
? The external environment presents opportunities and threats.
? Porter?s 5 Forces Model
o The 5 Forces Model provides useful insights into the multifaceted nature of competition.
? Existing competitors
? Potential entrants
o The STEEP Model provides a general awareness of the industry or service you operate
? ANSOFF MATRIX
o The ANSOFF Matrix allows for exploration of possibilities for business
using a market risk analysis.
IV. Market Segmentation
Present a description of the market segmentation as follows:
? Segment 1
o Percent of sales
o What they want
o How they use the product
o Support requirements
o How to reach them
o Price Sensitivity
? Segment 2
V. Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, rebranding, positioning as a premium or value product, etc.
VI. Selected Marketing Strategy (4 P?s)
Discuss why the strategy was selected, then the marketing mix decisions (4 P?s) of product, price, place (distribution), and promotion.
o The product decisions should consider the product?s advantages and how they will be leveraged. Product decisions should include:
? Brand name
? Scope of product line
o Discuss pricing strategy, expected volume, and decisions for the following pricing variables:
? List price
? Payment terms and financing options
? Leasing options
? Distribution (Place)
o Decision variables include:
? Distribution channels, such as direct retail, distributors & intermediates
? Motivating the channel ? for example, distributor margins
? Criteria for evaluating distributors
? Logistics, including transportation, warehousing, and order fulfillment
o Advertising, including how much and which media
o Public Relations
o Promotional programs
o Budget; determine break-even point for any additional spending
? How much will the activities defined above cost? Can you provide a revenue forecast? Explain the assumptions on which the forecast is based and consider various (best case
, worst case
) scenarios. Since many Information Centers now operate as cost centers, if not profit centers, this component of the plan is extremely important.
o Projected results of the promotional programs
VII. Short & Long-Term Projections
The selected strategy?s immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.
VIII. Conclusion/Evaluation of Results
Summarize all of the above.
? What are the success criteria? How will you measure success of the plan? By monitoring progress, you can judge the success of the marketing plan. If some of the strategies are not working out, try to determine why. Is the strategy flawed? Is there a problem with implementation of timing? How can you refocus and move on?
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