MKT 472 MARKETING PLAN:
I. Introduction
A. Statement of Plan Objectives
B. Scope of the Existing Research
C. Brief Company History
II. Market Analysis
A. Company Mission Statement
B. Current Market Position
C. Company’s Strategic Marketing Objectives
III. Marketing Strategies
A. Target Customer(s)
- Demographic Profile(s)
- Market Size
B.
Product Strategies - Product Mix/Product Lines
- Product Positioning
- Product Differentiation
- Packaging/Labeling
- Branding
a. Branding Strategy
b. Brand Name Strategy
c. Brand Equity
C.
Pricing Strategy - Objectives
- Strategies
a. Market Penetration/Market Skimming
b. Competitive Pricing
D.
Promotion Strategy - Advertising – all types including social media
- Public Relations
- Sales Promotions
E.
Distribution Strategy - Reach
a. Domestic
b. Global - Marketing Channel Composition
- Logistics Strategy
IV. Competitive Analysis
A. Analysis of Key Competitors
B. Competitors Strategies and Actions
C. Competitors Resources and Capabilities
V. Financial Analysis
A. Marketing Budget
B. Sales Forecasts
C. Projected Profit/Loss from Marketing Efforts
VI. Conclusions
Implementation of a Timeline to achieve objectives