marketing

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APPENDIX

Appendix A: Marketing Plan Outline
This outline is provided to you as a checklist or guide. You also have links to government-
based marketing plan outlines. Your task is to develop a plan that is well supported, feasible,
focused and would get the approval of an investor or funding organization. Remember – this is
a Marketing course – use the skills you have learned here to “sell” your audience on your plan.

MARKETING PLAN OUTLINE

The marketing plan embodies our enterprise’s intentions for success in the market place.

It can be for a single product or service, a group of related products or services, or for an entire
operating unit or enterprise. The key to success is the involvement in and commitment to the
planning process and the final plan.

In this course you will develop two marketing plans. You will develop one as part of a group
and one individually.

This paper provides a suggested outline for both those marketing plans.

1. Organizational Overview

a. Name of Organization

b. Mission Statement – this tells people why the organization exists, it should be short
and memorable

2. The Opportunity

a. Describe the opportunity that this plan will address

3. Situation Analysis (SWOTT)

SWOTT Analysis

Strengths:

Explain the internal strengths that we can call on to be
successful

Weaknesses:

Explain the internal problems that will limit success and
must either be corrected or neutralized

Opportunities:

Explain those things external to the organization that can
contribute to the success of the project

Threats:

Explain the things that will threaten the success of the
project

Trends:

Explain the trends that can have either a positive or negative impact on the plan

4. Marketing Research

a. Industry analysis – what is happening in the overall industry for this product/service

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b. Consumer analysis – demographics, behaviors, and geographic considerations

c. Competitive analysis – your potential competitors and their strengths and weaknesses

d. Opportunity analysis – information to substantiate the opportunity you identified in
#2.

5. Differentiating and Positioning – how will your product/service be different than your
competitors and how will you position it compared to your competitors

6. Target customers and marketing mix

a. Target customers

i. The demographics this plan will target, geographic area, age, etc.

b. Product/Service – Type and features

c. Place

i. Channels of distribution

ii. Product location/availability

iii. Location of facilities (if applicable)

d. Price

i. Pricing strategy, is it profit oriented or sales oriented

ii. How it compares to the competition

iii. Suggested selling price

iv. The price quality relationship

e. Promotion

i. Personal selling

ii. Advertising

f. Direct mail

g. Internet

h. Telemarketing

i. Radio/television

j. Newspaper

i. Sales Promotion

ii. Public relations

iii. Website and social media

7. Key success factors – key factors that will contribute to the success or failure of the plan

8. Goals and objectives – this section details short- and long-range objectives for this
enterprise

a. Develop an overall goal and 2 short-term objectives

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b. Short-term objectives should be specific and apply to the next year

c. These can be performance objectives

i. Number of customers

ii. Market Share

iii. Revenue

d. Or action objectives e.g., Place advertising in all local papers

e. Implementation plan

i. 3 initiatives you will start in the month following the approval of the plan

f. Budget – Sales Forecast and planned expenditures for the first year

g. Control/monitor

i. Feedback mechanism to monitor progress

ii. Evaluation process

9. References