Marketing Plan Project
EXECUTIVE SUMMARY
Provide a brief summary of the main goals and
recommendations of the plan for management review. A table
of contents will provide a guide to your plan.
CURRENT MARKETING SITUATION – A Discussion of
Your Market
This section will analyze your overall market for the existing
business that you have chosen and discuss the identified sub-
groups of people within based upon their different needs and
wants.
A. Market Description – This section will analyze your overall
market and discuss the identified sub-groups of people within
based upon their different needs and wants.
The Target Market: Describe the target market and the
company’s position in it. This will include information
about the market segments.
The Marketing Environment – Describe the factors in the
marketing environment which may effects customers
purchasing or donations. Use the following as guidelines:
1. The following are some important economic factors that
will affect our product or service (such as country growth,
industry health, economic trends, taxes, rising energy
prices, etc.):
2. What are some important legal factors that will affect
your market?
3. What are some important government factors?
4. What are other environmental factors that will affect
your market, but over which we have no control?
B. Product or Services Analysis – A full discussion of each of
your products and services and how each uniquely meets the
needs and wants of your market. What are you selling? What is
unique about it? Why would anyone buy it? Use the following
as guidelines:
a. Description
1. Describe here what the product/service is and what it
does.
b. Comparison
1. What advantages does your product/service have over
those of the competition (consider such things as unique
features, patents, expertise, special training, etc.)?
2. What disadvantages does it have?
C. Review of competition – Identify the major competitors and
assess their market positions and strategies. Give a full and
complete analysis and discussion of your competition. Who are
they? What do they do? How do they do it? What are their
strengths? What are their vulnerabilities? Who are their
customers? Why do their customers buy from them?
Who are our competitors? Years in Business, Market Share?
D. Review of Distribution – Evaluate recent sales trends and
other developments in major distribution channels. How should
your product/service be distributed?
THREATS AND OPPORTUNITIES ANALYSIS
Assess your strengths and weaknesses compared to your
competition (consider such areas as location, size of resources,
reputation, services, personnel, etc.).
OBJECTIVES AND ISSUES
Describe the marketing objectives that the company would like
to reach and the timelines.
MARKETING STRATEGY
This section should outline specific strategies for each marketing
mix element. How will these be related to the threats and
opportunities you have outlined?
Marketing Strategies – Market Mix
A. Image
First, what kind of image do you want to have (such as
cheap but good, or exclusiveness, or customer-oriented or
highest quality, or convenience, or speed, or …)?
B. Features
List the features you will emphasize.
C. Pricing
Suggest pricing strategy. Competitive? Below
competition? Premium price?
ACTION PROGRAMMES
How will marketing strategies be turned into specific action
programmes? For each recommendation, you should outline
an approximate cost based on your findings.
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