(Insert your company name here) Sample Marketing Plan
Sample Marketing Plan
Insert your Business Name here Table of Contents Page Executive Summary History & Current Status Progress To Date Situational Analysis Existing Customers Industry Summary Future Scenarios Environmental Influences Product / Service Description Competition Assessment Competitive Analysis SWOT Analysis Marketing Strategy Mission Vision Profile of Target Markets Customers & Potential Customers Marketing Strategies Marketing Mix Services 4 4 4 5 5 5 6 6 6 7 7 7 9 9 9 10 10 11 12 12
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(Insert your company name here) Sample Marketing Plan
Pricing Strategy Place Promotional Activities Management & Administration Management Implementation Financial Projections Cashflow Projections Sensitivity Analysis Evaluation Conclusion Appendix and Appendices
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Marketing Plan Executive Summary
In this part of the marketing plan the entity for which the plan is written should be outlined. If the marketing plan is being developed for the benefit of internal or external viewers then this should be outlined here. Indicate that the plan is confidential etc. For example, include paragraphs like:
This document is confidential and has been made available to the individual to whom it is addressed strictly on the understanding that its contents will not be disclosed or discussed with any third parties with exception of the individual's own professional advisers.
History & Current Status
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(Insert your company name here) Sample Marketing Plan
Briefly review where the business has come from. When did it start and how far has it progressed to date. If you are a start-up, this section will be short – however, if you are an existing business, you may wish to allow 4 or 5 pages to fully brief the reader. Progress to Date If you are an existing business explain the development of marketing activity to its present status. Use simple tables to summarise sales growth, customer/product segmentation, market shares, key product volumes etc. Indicate current order book in value/volume terms or relative to capacity. Briefly describe key events. Situational Analysis Existing Customers If you are an existing business then the first thing you need to do is identify who your existing customers actually are. Start by identifying your top 200 customers in terms of annual sales. You may find it easier to divide your customers in to three categories: gold, silver and bronze. Gold Clients Should be your top 25 customers in terms of value. These customers are strategically important: if your business were to lose them it would mean financial trouble. Silver Clients Should be the next 50 customer in terms of value: can these be converted into Gold customers in the future? Bronze Clients These should be the next 125 customers in terms of value: can they be converted into Silver customers? Industry Summary
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(Insert your company name here) Sample Marketing Plan
You need to have a good understanding of the industry and the market you are in. This will enable to you to gain a thorough understanding of all the factors that are going to affect your business. What is the industry you are in? Is it a new or emerging industry? How has it developed over time? What is the demand for your product/service? Is there any market segmentation?
Future Scenarios Where do you see your market in the next 6 months, 1 year, 3 years etc? Environmental Influences What are the environmental influences that affect your industry and your product/service? Economic (exchange rate, inflation rates) Government (new legislation) Technological (advances) Social (trends) Geographic (locations) Product/Service Description This portion of the marketing plan is set aside for you to describe what it is that you sell or offer. Do not get too involved in technical issues at this point in time - these finer points can be placed in an appendix for the reader to digest at a later date. What is it exactly that you sell? Do you sell a broad range of products or services, or a more focused and narrow range? What advantages does your product or service have over its competitors and what needs/wants do they meet for your target market.
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(Insert your company name here) Sample Marketing Plan
Discuss why the target market(s) selected are attracted to your business and perhaps not to others. Is this a niche which has naturally occurred in the marketplace or one that has be artificially created?
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