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A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall business plan. In general terms, it must:

describe and explain the current situation
specify the expected results (objectives)
identify the resources that will be needed (including financing, time, and skills)
describe the actions that will need to be taken to achieve the objective(s)
devise a method of monitoring results and adjusting the plan where necessary

There are many formats for marketing plans and every company does it a little different, but the outline that follows is a very complete format. Using this format will produce a 30 to 40 page plan. Many companies prefer an abridged format that would yield a 10 to 20 page plan.

Title page
Executive Summary
Current Situation - Macroenvironment
- economy
- government
- legal
- technology
- ecological
- sociocultural
- supply chain
Current Situation - Market Analysis
- market definition
- market size
- market segmentation
- industry structure and strategic groupings
- Porter 5 forces analysis
- competition and market share
- competitors' strengths and weaknesses
- market trends
Current Situation - Consumer Analysis
- nature of the buying decision
- participants
- demographics
- psychographics
- buyer motivation and expectations
- loyalty segments
Current Situation - Internal
- company resources
  - financial
  - people
  - time
  - skills
- objectives
  - mission statement and vision statement
  - corporate objectives
  - financial objective
  - marketing objectives
  - long term objectives
- corporate culture
Summary of Situation Analysis
- external threats
- external opportunities
- internal strengths
- internal weaknesses
- key success factors in the industry
- our sustainable competitive advantage
Marketing research
- information requirements
- research methodology
- research results
Marketing Strategy - Product
- product mix
- product strengths and weaknesses
  - perceptual mapping
- product life cycle management and new product developmentNew Product Development is a business and engineering term which describes the complete process of bringing a new product to market. There are two parallel aspects to this process : one involves product engineering ; the other marketing analysis. Marketer
- Brand name, brand image, and brand equityBrand equity is the value built-up in a brand. The value of a company's brand equity can be calculated by comparing the expected future revenue from the branded product with the expected future revenue from an equivalent non-branded product. This calculat
- the augmented product
- product portfolioFinance In finance, a portfolio is a collection of investments held by an institution or a private individual. In building up an investment portfolio a financial institution will conduct its own investment analysis, whilst a private individual may make us analysis
  - B.C.G. Analysis
  - contribution margin analysisContribution margin analysis is a technique used in brand marketing and product management to help a company decide what product(s) to add to its product portfolio. The manager asks what will happen to profits if a new product is added or an existing prod
  - G.E. Multi Factoral analysis
  - Quality Function Deployment
Marketing Strategy - Market share objectives
- by products,
- by customer segments,
- by geographical markets
Marketing Strategy - Price
- pricing objectives
- pricing method (eg.: cost plus, demand based, or competitor indexing)
- pricing strategy (eg.: skimming, or penetration)
- discounts and allowances
- price elasticity and customer sensitivity
- price zoning
- break even analysis at various prices
Marketing Strategy - Promotion
- promotional goals
- promotional mix
- advertising reach, frequency, flights, theme, and media
- sales force requirements, techniques, and management
- sales promotion
- publicity and public relations
- electronic promotion (eg.: Web, or telephone)
Marketing Strategy - Distribution
- geographical coverage
- distribution channels
- physical distribution and logistics
- electronic distribution
Implementation
- personnel requirements
  - assign responsibilities
  - give incentives
  - training on selling methods
- financial requirements
- management information systems requirements
- month-by-month agenda
  - pert or critical path analysis
- monitoring results and benchmarks
- adjustment mechanism
- contingencies (What if's)
Financial Summary
- assumptions
- pro-forma monthly income statement
- contribution margin analysis
- breakeven analysis
- Monte Carlo analysis
Appendix
- pictures and specifications of the new product
- results from research already completed

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Topics: Marketing Plan Analysis Product Situation Objectives List...

MarketingMarketing is the craft of linking the producers (or potential producers) of a product or service with customers, both existing and potential. Some form of marketing arises naturally in all capitalist societies but is not limited to capitalist societies.	Marketing researchResearch Research covers the search for and retrieval of information for a specific purpose. Research has many categories, from medical research to literary research. Types of business research Businesses engage primarily in four types of research: Market	Marketing planA Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or co
Marketing mixThe marketing mix approach is one model of crafting and implementing marketing strategies. It recognizes that marketers have essentially four variables to use when crafting a marketing strategy and writing a marketing plan. They are price, promotion, prod	Marketing managementMarketing management is the practical application of marketing techniques. It is the analysis, planning, implementation, and control of programs designed to create, build, and maintain mutually beneficial exchanges with target markets. The marketing manag	Marketing myopiaMarketing myopia is a term used in marketing that describes an unnecessarily common affliction among business people. It is the failure to see 'down the road'. Many business people make their decisions based on current circumstances. They do not think abo
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