Marketing Plan
Expanding the 4 P’s
The four P’s
• Price
– What can you sell it for?
– Price as a tool for market penetration
• Place
– Where are you selling it? Local, regional, global?
– What are the levels of customer service?
• Promotion
– Who are you selling it to, and how?
– Structure of sales organization, how are they compensated?
• Product
– What are you selling?
– Product development
Beyond the 4 P’s
• What are corporate objectives and where
does marketing fit these objectives
• Marketing audit
• Marketing strategies
• Sales analysis
• Market share risk
• Financial analysis
Marketing Audit
• Who are the customers?
• What are their demographics, other characteristics?
How much are they willing to spend?
• How are they different from other groups?
• What are their expectations?
• What drives their utility curve
– Price
– Features
– Quality
• What is your unique selling proposition? Where do you
add value?
Marketing Strategies
• SWOT Analysis
• Product Stage
• Branding
• Market approaches
– Cost leader
– Focused cost leader
– Differentiator
– Focused differentiator
– Broad differentiator
• Are you corporate strengths in line with customer
expectations?
• Disruptive Technologies
• Trademarks and Patents
Sales Analysis
• What is the current market size?
• How is the market segmented?
• How big is the competition?
• Benchmarking, who has what competitive
advantage. What is their SWOT?
• Is it easy to duplicate?
• Market trends
• How do customers make buying decisions?
Marketing Share Risk
• How easy is it to gain or lose market
share?
• What scenarios might exist that would
push this one way or the other?
• Play chess with your competition. What is
their next best move?
Financial Analysis
• Inventory requirements
• Target margin required
• Working Capital requirements
• AR, AP terms
• Tax issues
• Ratio analysis
• Cash Flow analysis