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Plan
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The Marketing Plan
I. Executive Summary
II. Market Analysis
A. Company Analysis
B. Customer Analysis
C. Conditions Analysis
D. Competitor Analysis
III. Marketing Strategy
IV. Target Marketing Selection
V. Product and/or Service Positioning
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VI. Market Mix Decisions
A. Product/ Services
B. Price
C. Place
D. Promotion
E. Service
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VII. Financial Projections
A. Controls
B. Competitor Responses
C. Anticipated Results
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Executive Summary
One to two page statement of the
key actions to be taken.
Image to portray.
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B. Customer Analysis
Customers’ thorough analysis and
potential - needs, product related
behaviors, attitudes, and lifestyles.
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Impact on government
regulation.
Risk
of entry of new
competitors.
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Power of suppliers.
Power of buyers.
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D. Competitor Analysis
Complete analysis of the capabilities and
likely future moves of key competitors.
Description of geographic,
demographic and psychographic
factors.
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V. Product and/or Service
Positioning
Presents a clear statement of how you
want your total offering to be perceived
by each target segment. Your positioning
must offer your target customers superior
value.
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VI. Market Mix Decisions
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A. Product and/or Service
Product features, capabilities, and benefit-
based statements describing how they will
provide value to the customer. –
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What are the benefits—tangible
and intangible—that the customer
will experience?
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B. Price
The pricing strategy includes the
approach expected margins, discounts
and terms.
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Do you offer discounts and in
what cases do they apply?
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C. Place
The various ways the product will be made
available to consumers. If applicable, this
section will include a clear statement of the
benefits that will motivate intermediaries to
carry and effectively support the product
line.
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Who are the intermediaries
involved in the distribution
channel?
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D. Promotion
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Will you outsource these activities,
such as using an advertising
agency, or will you do this work in-
house?
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E. Service
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What processes, systems or
procedures need to be in place to
support these service
expectations?
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VII Financial Projections
A summarization of the expected
financial implications of the plan
based on the projected costs and
revenues. This may include initial
investment requirements, sales and
revenue projections, profit and loss
statements, and cash flow
projections as they relate to the
marketing plan.
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What are the initial investment
requirements for implementation of
this strategy?
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What are the forecasted revenue
projections broken out by period?
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How is the effectiveness of the
strategy going to be measured?
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B. Competitor Responses
Competitors may be negatively impacted if
we succeed. It is important to anticipate
how they may respond and how our
strategy will withstand their response.
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All things considered, what do we
realistically expect from this marketing plan
in terms of:-
- financial gain
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- avoidance of negative
circumstances, and/or,
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