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THE MARKETINGPLAN

Content (examples)Executive summary Brief overview of the proposed plan (primarily objectives, strategy,action programmes, budgets)

Scope The plans:

Objective (strategic, tactical or operational level) Timeframe Product-, customer- and geographical focus

Current marketing

situation/Situational

analysis

Internalsituation

Identification and evaluation of competences (ie by performing a

value chain and supply chain analysis Sales, distribution, costs

and profits below can be part of the analysis)

Sales Size and growth, marketshare, split per market/region, per

segment, per productgroup, outlet etc.

ABC-analysis of customers, NPV estimates etc. Compared to budgets (from last marketing plan)

Distribution

Size and importance of each distribution channel (BtB,BtC), development

Channel coverage (in percent) Channel attractiveness Growth potential

Costs

Production Sales, distribution MarketingProfits:

per product, market, customer segment

Externalsituation

Macro environment (eg. PEST)), trends in

Demographics Economics Technological changes Political-legal situation Social-cultural situation Ecological

The market (a micro environmental analysis) - an industry analysis

(Porters 5 Forces), buying behaviour analysis (S-O-R or 7O) and

segmentation tools

Size and growth (units and $), trends Market structure and industry competition Customer needs and perceptions Buying behavior trends Segmentation

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Ex

ternalsituation

Competitors (ie with Porters competitor analysis model) Size and marketshare Goals Products Marketing strategies Strengths and weaknesses Other characteristics (Pls. refer to hand outs from Michael

Porter Competitive Advantage)

BenchmarkingOpportunity and issue

analysis

SWOT/TOWS analysis (conclusion on current marketing situation)

Objectives and goals Financial Marketing

Marketing strategy

- main strategies

Growth strategy Competitive strategy (market leader, challenger, follower, nicher

and generic strategy

Target market

PositioningMarketing mix

strategies

Product line/portfolio (extensions, new products etc.) Price Distribution Sales Service Communication (promotion) including internal promotion CRM Research

Action plan/programme

What will be done, when and by who?

Marketing

budget/Projected

profit- and loss

statement/financial

plans

Forecasted sales volume in units and value Cost of production, distribution, marketing Difference between revenues and sales is projected profit

Measurement and

Control

How will the plan be monitored? Operating result Strategic issues analysis (objectives, segmentation, core

competences, positioning etc.) Marketing mix effectiveness Marketing structures (organisation, training, communication) Marketing system (information system, planning and control

system)

Contingency plans

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Key planning questions

Where are we now?

How did we get there?

Where are we heading?

Where would we like to be?

Are we on course?