The main contents of a marketing plan are]
The main contents of a marketing plan are:[4]
In detail, a complete marketing plan typically includes:[4]
- economy
- legal
- government
- technology
- ecological
- sociocultural
- supply chain
- market definition
- market size
- market segmentation
- industry structure and strategic groupings
- Porter 5 forces analysis
- competition and market share
- competitors' strengths and weaknesses
- market trends
- nature of the buying decision
- participants
- demographics
- psychographics
- buyer motivation and expectations
- loyalty segments
- company resources
- financial
- people
- time
- skills
- objectives
- mission statement and vision statement
- corporate objectives
- financial objective
- marketing objectives
- long term objectives
- description of the basic business philosophy
- corporate culture
- external threats
- external opportunities
- internal strengths
- internal weaknesses
- Critical success factors in the industry
- our sustainable competitive advantage
- information requirements
- research methodology
- research results
- product mix
- product strengths and weaknesses
- product life cycle management and new product development
- Brand name, brand image, and brand equity
- the augmented product
- product portfolio analysis
- by product
- by customer segment
- by geographical market
- by distribution channel
- pricing objectives
- pricing method (e.g.: cost plus, demand based, or competitor indexing)
- pricing strategy (e.g.: skimming, or penetration)
- discounts and allowances
- price elasticity and customer sensitivity
- price zoning
- break even analysis at various prices
- promotional goals
- promotional mix
- advertising reach, frequency, flights, theme, and media
- sales force requirements, techniques, and management
- sales promotion
- publicity and public relations
- electronic promotion (e.g.: web, or telephone)
- word of mouth marketing (buzz)
- viral marketing
- geographical coverage
- distribution channels
- physical distribution and logistics
- electronic distribution
- personnel requirements
- assign responsibilities
- give incentives
- training on selling methods
- financial requirements
- management information systems requirements
- month-by-month agenda
- monitoring results and benchmarks
- adjustment mechanism
- contingencies (what ifs)
- assumptions
- pro-forma monthly income statement
- contribution margin analysis
- breakeven analysis
- Monte Carlo method
- ISI: Internet Strategic Intelligence
- prediction of future scenarios
- plan of action for each scenario
- pictures and specifications of the new product
- results from research already completed
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