Marketing Plan (outline and Concentration)

MARKETING PLAN FOR ______________________

i) Table of contents (5 marks)

ii) Executive Summary (5 marks)

1. Current Marketing Situation (Market Summary) ( 20 marks)

• Situational analysis (presents relevant background data on sales, costs, the market, competitors, and the various forces in the macro-environment).

o Who is the target market (target market analysis)?

o How is the market defined, how big is it, and how fast is it growing (market growth analysis)?

o What are the relevant trends affecting the market (trend analysis)?

o What is the product offering (brief analysis on other company’s products)?

o Who are the competitors (competitor analysis)?

2. SWOT Analysis (Environmental Scanning - critical issues/ challenges facing the company) (20 marks)

• External environment (opportunity and threat) analysis & discussion

• Internal environment (strengths/weaknesses) analysis & discussion

3. Marketing Objectives (20 marks)

• The mission / main purpose of producing and selling the products

• Marketing objectives (product objectives, pricing objectives, promotional objectives, placing and distribution objectives)

• Financial objectives

• Sales objectives

4. Marketing Strategies (30 marks)

• Market segment strategies (market segmentation)

• Branding strategies

o Brand name strategies

o Brand equity strategies

o Brand positioning strategies

• Product strategies

o Product