《MarketingPlanTemplate》由会员分享，可在线阅读，更多相关《MarketingPlanTemplate（17页珍藏版）》请在金锄头文库上搜索。
1、Private and ConfidentialMarketing Plan for:XXXXWritten by:(Name)(Contact Information)(Date)Private and ConfidentialTable of ContentsExecutive Summary3Company Description4Strategic Focus and Plan5Mission/Vision6Goals7Core Competency and Sustainable Competitive Advantage8Situation Analysis9SWOT Analys
2、is10Industry Analysis10Competitor Analysis10Company Analysis10Customer Analysis11Market-Product Focus11Marketing and Product Objectives11Product and Service Descriptions11Marketing Program12Sales Process and Impact13Financial Data and Projections14Marketing Organization15Implementation Plan16Evaluat
3、ion and Control17Executive SummaryThe Executive Summary “sells” the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its need within the market. The summary should also provide an overview of the main p
4、oints of the plan and should emphasize an action orientation.Company DescriptionThe company description should highlight the recent history and successes of the company or organization, as well as tombstone data about its age, size and geographic distribution. Key partnerships that impact marketing
5、activities should be mentioned. Revenue history can also be included to help clarify the marketing challenge.Strategic Focus and PlanWhile not included in all marketing plans, the Strategic Focus and Plan sets the strategic direction for the entire organization.Mission/VisionThe Mission/Vision state
6、ment is a high-level, qualitative statement that specifies the overall markets and product lines in which a business will compete. A mission statement can dramatically affect the range of a firms marketing activities by narrowing or broadening the competitive playing field. An effective mission stat
7、ement must be clear and direct, and should speak to the companys commitment to customers, employees, investors/shareholders and partners/suppliers.GoalsThe Goals section of a marketing plan sets both financial and non-financial targets. Goals should be in quantitative terms, where possible, to facil
8、itate measuring the companys future performance. Examples of a non-financial goals: “It is recommended that ABC Inc. diversify its product lines to achieve 50 percent of sales revenue in non-tobacco products in the next five years.” And “A critical success factor for ABC Inc. is to increase market s
9、hare in consumer wireless devices from current 17% to over 30% within 3 years.”An example of a financial goal (note it is specific and measurable): “It is suggested that XYZ Inc. increase sales from $10 million in 2000 to $15 million in 2001.”Core Competency and Sustainable Competitive AdvantageWher
10、eas the mission defines the scope of a business or business unit and the goals define its strategic performance dimensions, its business unit competencies determine the means for achieving success. An example of a competitive advantage: “McDonalds competitive advantage is its large number of restaur
11、ants, more than double its competitors, making it more convenient for customers than any other fast food restaurant in the world.”1. Situation AnalysisThe essence of the situation analysis is taking stock of where the firm or product has been recently, where it is now, and where it is headed. The si
12、tuation analysis is the first of three steps in the planning stage. SWOT AnalysisThe SWOT analysis is an effective short-hand summary of the situation analysis. The acronym is used to describe an organizations internal Strengths and Weaknesses and its external Opportunities and Threats. This analysi
13、s provides a solid foundation as a springboard to identify subsequent actions in the marketing plan. The SWOT analysis can be effectively presented in a tabular format followed by a text discussion that elaborates on the information in the table.An analysis to identify internal strengths and weaknes
14、ses usually includes the following areas in an organization:When analyzing:Consider:Managementexperience level, management style, sizeOfferingsuniqueness, quality, price, Marketingtype and scope of marketing planPersonnelquality and experience of workforceFinancesales revenuesManufacturingquality an
15、d dependability of suppliersR & Dplans for continual product improvement, R & D budgetAn analysis to identify external opportunities and threats usually includes the following factors:When analyzing these factors:Consider:Consumer/Socialsize and stability of marketCompetitivenumber and size of competitorsTechnologicalthe effect of technology on any facet of the businessEconomiccurrent and projected economic situation of marketLegal/Regulatorythe effect of legal and regulatory fa
