I. Executive Summary
A high-level summary of the marketing plan.
II. The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.
III. Situation Analysis
Macro-environmental PEST analysis :
A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:
IV. Market Segmentation
Present a description of the market segmentation as follows:
V. Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.
VI. Selected Marketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions (4 P’s) of product, price, place (distribution), and promotion.
The product decisions should consider the product’s advantages and how they will be leveraged. Product decisions should include:
Discuss pricing strategy, expected volume, and decisions for the following pricing variables:
Decision variables include:
VII. Short & Long-Term Projections
The selected strategy’s immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.
Summarize all of the above.
Calculations of market size, commissions, profit margins, break-even analyses, etc.