MARKTING PLAN OUTLINEPointsPART 1Name of the Business:SBU:Contact details(including email and tel #):(Note that you can choose one division or SBU or product of the organization, and/or one geographical area where you wish to work.)Internal Environment Organizations marketing objectivesOrganizations competitive advantageOrganizations brandingOrganizations positioning8Macroenviroment EconomicSocial CulturedTechnologicalPolitical-legalEcological10Competitive AnalysisWho are your competitors and what are they doing? Describe the unique characteristics / positioning of your competitors products or services4Target AudienceIdentify and describe the companys current customers.Identify and describe your target buyers/end users (prospects).4Market ResearchResearch the current clients wants and needs.Research the current prospects wants and needs.6State the organizationsVision statementMission Statement2Define/detail theMarket size, growth rate, trendsBasic market segmentationCustomer analysis, including their characteristicsChoice criteria Customers use to decide on purchases.Distribution Analysis/Chanel Management10SWOT AnalysisStrengthsWeaknessesOpportunitiesThreats8PART 2Marketing objective as a result of the Market research, SWOT, and Internal and External Environmental Analysis, including:Vision and Mission statementsNew marketing objectivesNew branding objectivesNew brand positioning objectives8Target Markets- by segments10Marketing Mix Strategy (include action plans with each specific strategy)ProductDefine what your company product/service is.Identify the products or services that your company provides.Innovation plan for any new product development / improvement and research.PriceDefine whether your pricing will be above, below, or equal with your competitors andDecide whether you will lead, follow, or ignore changes in competitors pricing.Place/physical distributionIdentify the distribution channels through which your products / services will be made available to the target market / end users. PromotionDescribe the image or personality of your brand and its products or services.Determine whether your company will be a market category leader, follower, challenger, or niche player.Describe how you will use the Promotional Mix to communicate your product or service uniqueness to the market.Branding strategy20Suggested marketing organization structure with specific positions and job descriptions. Use the power point to develop the chart.12Implementation issues includingWho is responsible for various issueshow the strategy should be carried outWhere things will happen, andWhen the different actions should take place16Marketing budgetStaffingPromotionOthers12
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