CHARACTERISTICS OF A

MARKETING PLAN
Agenda
Marketing Plan
CHARACTERISTICS OF A MARKETING PLAN
Marketing system
 External environment
 Internal environment
 Discussion
 Conclusion
What is A Marketing Plan?
What is A Marketing Plan?

• Marketing plan: is a written statement of marketing objectives,

strategies, and activities to followed in a business plan.
WHY DO I NEED MARKETING PLAN?
CHARACTERISTICS OF A
MARKETING PLAN
 Characteristics of A Marketing Plan
The marketing plan should be designed to meet certain criteria. Some important
characteristics that must be incorporated in an effective marketing plan are as
follows:
 It should provide a strategy for accomplishing the company’s mission or goal.
 It should be based on facts and valid assumptions.
 Provide for continuity.
FACTS NEEDED FOR MARKET PLANNING
Marketing system

• Marketing system : interacting internal and

external factors that affect venture’s ability to
provide goods and services to meet customer
needs.
External Environment
• Technological changes.

• Demographic Factors.

• Social and Cultural forces.

 Internal Environment
• Financial resources: the financial plan, should be outline the financial
needs for the new venture.
• Suppliers: the suppliers used are generally based on a number factors
such price, delivery time , quality , and management assistance.
• Company mission: every new venture should define the nature of its
business. It helps to define the company’s mission and basically the
nature of the business and what entrepreneur hopes to accomplish
with that business
SWOT ANALYSIS CHECKLIST
 External environment
Economy
Culture
Technology
demand
Legal considerations
Raw materials
Competition

Market planning Marketing strategies Purchase decisions

Entrepreneur
decisions directed to customers of customers

Internal environment

Financial resources
Suppliers
Goals and objectives
Management team
Discussion
Conclusion
A SWOT analysis combines the external and internal analysis to
summaries your Strengths, Weaknesses, Opportunities and Threats.