Marketing Plan Outline

MARKETING PLAN OUTLINEDirections:Make a Marketing Plan for a Product or Service of the Future.

Submission:Saturday, May 23, 2015

Format: WordOutline:I. Executive Summary1.1. Executive summary is 1-2 slides long only1.2. What is your company all about, your product(s), and your target market (the market segments you serve and what are their demographic profile), positioning statement, and implementation planII. Situation AnalysisA. Company Analysis

Company name The owners and their respective positions in the company Location of your business/ stand/ outlet Company Goals Company Focus Company Culture Market share (expected market share that will be captured at end of 6 month-1 year period)B. Customer Analysis

Number

Type (what age bracket, or kind of lifestyle/ what is the demographic characteristic)

Value drivers (what do they want as value-added services/products on top of main product/service)

Decision process (buying process, who are the decision-makers in the family that have to be convinced to buy)

Concentration of customer base for particular products (where are most of your market found or concentrated)

C. Competitor Analysis Direct competitors (these offer similar products within the locality of your business/ what are their strengths and weaknesses)

Indirect competitors (these offer substitute products within the locality of your business/ what are their strengths and weaknesses)

Potential competitors (these are new innovation producers who might imitate you or become substitute competitors of your product)

Market position (primary/direct competitors and indirect competitors)

Strengths

Weaknesses

Market shares

D. Collaborators Subsidiaries, joint ventures, and distributors, etc.

E. ClimateMacro-environmental PEST analysis :

Political and legal environment

Economic environment

Social and cultural environment

Technological environment

III. Product Product Name (with photo or illustration; label the parts)

Product description

Brand and branding details/strategy

IV. SWOT AnalysisA 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.

4.1. Strengths (where does your company/ product have greater advantage over your competitors, ex. uniqueness of product/ low price/ accessibility for primary market/ skilled workers/ etc.)4.2. Weaknesses (where does your company/ product have least advantage over your competitors, ex. slow service, low image, not good location, not many workers to handle bulk order, etc.)4.3. Opportunities (where could your company/product gain a future advantage over competitors, ex. increase in customers because of a new road/bridge being built/ a new residential subdivision will be opened near your place of business, a better public market is being built so suppliers are nearer/ etc.)4.4. Threats (where could your company/product be at a disadvantage in the future, ex. increase in license fees or local taxes which will decrease profit & increase prices, a new mall with food court which will increase the number of competitors in the area, or safety and sanitation issues in the locality which will cause concern for your business in the future)4.5. Trends (changes in buying attitudes and patterns or lifestyles of customers, new developments in food technology that will have a positive impact on your business in the future)V. Position Statement6.1. A sentence that states how your product can be distinguished from other direct products already in the market6.2. It makes your product stand out from all the others of its kind and it defines your competitive advantage6.3. Tag-line Ex. Langhap Sarap of Jollibee positions its products as aromatic and flavorful in the minds of its customersVI. Target Market and Marketing Segmentation7.1. Target market (who are your primary and secondary markets, ex. majority of the market belongs to what age bracket, income, or status, gender 7.2. Market segments (how is your market subdivided or grouped, ex. according to social status: lower class, middle class, upper class/ according to educational status: elementary, high school, college students, etc.

Present a description of the market segmentation as follows:

Segment 1

1. Description

2. Percent of sales

3. What they want

4. How they use product

5. Support requirements

6. How to reach them

7. Price sensitivitySegment 2

1. Description

2. Percent of sales

3. What they want

4. How they use product

5. Support requirements

6. How to reach them

7. Price sensitivity

VII. Selected Marketing Strategy

Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.

Product

The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include:

Brand name

Quality

Scope of product line

Warranty

Packaging

Price

Discuss pricing strategy, expected volume, and decisions for the following pricing variables:

List price

Discounts

Bundling

Payment terms and financing options

Leasing options

Distribution (Place)

Decision variables include:

Distribution channels, such as direct, retail, distributors & intermediates

Motivating the channel - for example, distributor margins

Criteria for evaluating distributors

Locations

Logistics, including transportation, warehousing, and order fulfillment

Promotion

Advertising, including how much and which media.

Public relations

Promotional programs

Budget; determine break-even point for any additional spending

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.

XI. Implementation Gantt chart or time line of implementation (from research and development to product launch to activities in first year of production/operations) Operating plans for production and marketing of the product