Transcript The Marketing Plan

The Marketing Plan
1
The Marketing Plan
•
The ____________ to
corporate strategy of
how to expand in a
new geographic
market, target group
or product line.
2
1. COMPANY GOALS
•
What does the company want to __________…
Examples: _________________________________
__________________________________________
__________________________________________
3
2. Situation Analysis
A detailed review of the ______________ in
which your chosen product or service
operates.
•
Marketing Mix
Product, Price, Place, Promotion
•
PEST Analysis
Political, Economic, Socio-cultural, Technological
•
_________________
_____________________________________
4
3. COMPETITION
•
•
•
•
•
Established companies in the marketplace
__________________
4 P’s of competition
Defensive or responsive strategy of
competition?
__________________
5
4. DESCRIPTION OF CUSTOMERS
AND THEIR NEEDS
•
•
•
_________________
______________
_____________; how
will you reach the
prospect?
What is the need –
the want that you are
fulfilling?
6
5. Marketing Strategies
• ___________ Strategy

Decentralized or Centralized strategy?
• ______________ Strategy
Indirect or Direct?
 Positioning Map

• ___________________________

Push or Pull?
7
6. RESOURCE REQUIREMENTS
FINANCIAL & HUMAN RESOURCES
• _____________________
• Cost of your plan – your
budget (How much will the
activities defined cost?)
______________
 ______________
 ______________

• Partners ?
8
7. TIME LINE
•
•
When and how will your
market your new product?
____________________
9
7. MEASURES OF SUCCESS
• ___________________
________ in conjunction
with your timeline
• ___________________

What are the success
criteria? How will you
measure success of the
plan?
10
Remember!
•
Include information that is __________ and
______________ to your product/service!
•
So that you can answer the most important
question of…
___________
11