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A MARKETING PLAN OUTLINE I. Executive Summary.

- A one-to three-page synopsis of the plan providing highlights of current situation, objectives, strategies, principal action programs, and financial expectations. II. Situation Analysis. A. Industry Analysis. Items to consider: 1. Market. a. Size, scope, and share of the market sales history of all producers and their market shares. b. Market potential and major trends in supply and demand of this and related products. 2. Market Activity. a. Pricing history through all levels of distribution and reasons for principal fluctuations. b. The distribution channels. c. Selling policies and practices. d. Advertising and promotion. 3. Sales, costs, and gross profits on our product. a. Sales history by grades, varieties; by sales district; by end use; by industry. b. Cost history. c. Profit history. d. Changes in volume and profit rankings of product lines and items in a product line. 4. Technology-product and process improvements. a. Rate (life cycle) b. Lead time required for design and development of a new product. c. Market impact (primary versus selective demand). d. Relation of product and process. 5. Market characteristics: Trends in: a. Industry use patterns. b. End use patterns. c. Frequency, quantity, and timing of purchased. Service. 6. Government and social. a. Regulatory climate. b. Fiscal and monetary policy. c. Consumerism. d. Environmental impact. 7. Industry attractiveness analysis. a. Market factors: 1. Size. 2. Growth 3. Cyclicity. 4. Seasonality. b. Industry factors. 1. Capacity. 2. New product entry prospects. 3. Rivalry. 4. Power of suppliers. 5. Power of buyers. 6. Threat of substitutes. c. Environmental factors. 1. Social. 2. Political.

3. Demographic. 4. Technological. 5. Regulatory. B. Sales analysis. 1. Market area performance versus company average. 2. Trends of sales, costs, and profits by products. 3. Performance of distributors, end-users, key customers. 4. Past versus current results by area, product, channel, etc. C. Competitor analysis. 1. For each major competitor and your own company, ask: a. How are results measured and evaluate? b. How were results achieved and what factors helped or hurt along the way? c. What are the important strengths and liabilities and how are these likely to change? d. What is the future strategy likely to be? 2. Thorough analysis requires: a. Exploration of past results. b. Reconstruction of past strategy. c. Evaluation of resources. 1. Ability to conceive and design new products. 2. Ability to produce or manufacture. 3. Ability to market. 4. Ability to finance. 5. Ability to manage. 6. Will to succeed in this business. d. Comparative analysis of existing and anticipated future products. e. Prediction of future marketing strategies. D. Customer analysis-key questions to better understand your market: 1 .Who are your customers? 2. What do they buy? 3. How do they choose? 4. Why do they select a particular product? 5. Where do they buy it? 6. When do they buy it? 7. So what? a. What are the implications of changes in your customers' behavior? b. What is the expected impact on you & your competitors? E. Planning assumptions. 1. Explicit statement of assumptions about the future. 2. Projections, predictions, and forecasts. F. Forecasts. 1. Industry. 2. Product. III. Objectives. A. Corporate objective (if appropriate). B. Divisional objectives (if appropriate). C. Marketing objectives 1. Quantity (sales, share, etc.). 2. Direction. 3. Number. 4. Time frame. 5. Rationale. D. Program objectives 1. Pricing. 2. Advertising I promotion. 3. Sales I distribution.

4. Product. 5. Service. IV. Marketing Strategy. How the objectives will be achieved. A. Strategic alternatives(s). B. Customer targets. C. Competitor targets. D. Core strategy. V. A. B. 1. 2. 3. C. D. E. F. G. Marketing Programs. Pricing. Advertising I promotion. Copy. Media. Trade versus consumer promotion. Sales I distribution. Direct marketing. Product development. Service. Market research.

VI. Financial Documents. A. Budgets. 1. Advertising I promotion. 2. Sales. 3. Research. 4. Product development. B. Pro forma statements. 1. Costs. a. Dollar, unit. b. Variable, fixed. 2. Revenues (forecasted). 3. Profits. a. Dollars, dollars per unit. b. ROI. c. Versus company average. VII. Monitors and Controls. Specific research information to be used: A. Secondary data. 1. Sales reports. 2. Orders. 3. Informal sources. B. Primary data. 1. Sales records (Nielsen, IRI). 2. Specialized consulting firms. 3. Consumer panel. VIII. Contingency Plans and Other Miscellaneous Documents. A. Contingency plans. B. Alternative strategies considered. C. Miscellaneous.

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