Marketing plan

Part of a business plan prepared to characterize the marketing strategy that the company intends to use in relation to the offered range of goods or one specific product.

 

A properly constructed marketing plan should contain the following 7 elements:

1. introduction to the project

• general summary of planned marketing activities

2. analysis of the market situation

• analysis of potential buyers

• competition analysis

• analysis of the company's position

• distribution system analysis

• supply system analysis

3. marketing strategy and planned activities

• company's marketing goals

• the way of positioning the product in the minds of consumers

• target market selection

• detailed planning of the action strategy

4. marketing programs

• characterizing the price of the product

• determining the method of distribution of goods

• wording how to promote products

• outlining the differences that the product has in relation to substitute products

5. budget

• how much the marketing plan may cost

• how much will be returned from a given investment

6. implementation of the provisions and determination of the method of controlling the actions taken

• planning individual activities and assigning them to appropriate people

• determining the method of evaluating the achieved results

7. annexes

• extras (e.g. data on the situation in a given market sector)

 

Marketing plans can be divided due to:

1. time scope of its implementation

• strategic (3-5 years)

• annual

• tactical (several months)

2. range of activity

• for new products

• for existing products

• for a branch office

• for the entire corporation

3. geographical criterion

 

• regional

• national

• global