MKT210 Pinciples ol Ma*eting

Appendix 1: Marketing Plan A

Framework for a marketing plan

Stage/questions

Detail

.
.
EXECUTIVE
SUMMARY

.
o

SITUATION
ANALYSIS

I
I

Key point summary.

Conclusions as to why the plrn !\'ill
succccd rs desirablc untl lcasihlc
Rccommendations tbr action in terms ol'
critical issues tbr success.
See note from Markcting PIan B at holtom
of page.

Background history:
- total market volume/value/grorvth rates:
- company and competitor sales
volume/value/growth rates/market

Where are we norv'l

What business arc wc in'l

share:
costs and prontability performancc.

Key planning assumptions.

eg. total market growth; competitor

activity; macro and rnicro

environments.

Whal directions fbr change andlor growth are

opening up? (SWOT)

SWOT

Strengths
Weaknesses

Opportunities
Threats.

Strengths and weaknesscs of the company

and of competitors.
eg. size: scope; resources; skills: brands;
customcr types/prelerences/loyal tics/
behaviour; company imagc; customcr and
market servicc: control ol distributiorr.

Opportunities and threats external to the

company.
eg. t'rom micro and macro cnvironrncnts

How can rvc grow'l

Product-market expansion decisions

Why will wc succccd'l

Sustainable compctitive advantage

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MKT210 Principles ol Markelinq

Stage/q uestions

Detail

Objectives that are specilic, rncasurablc,

achievable, rcalistic, and trackahlc
(SMART) to achicve slra(c8ic (orrrf,critivc

OBJECTIVES
AND ISSUES

advantage.
Issues which assist or hinder lh,l

attainment oI objectives/goals (link ro

swoT).
Where do we want to go?
What outcomes will we achieve?

PRODUCTMAHKET
STRATEGIES TO
ACHIEVE
OBJECTIVES

What strategies will close the gap between

where we are now and where we want to go?
How will we get thcrcl

ACTION
PROGRAMS

Identifi cation of producGmarket

segment(s).

Product positioning in each productmarket.

Marke(ing mix to create positioning (link
to SWOT):
- product(s);

- place;
- price;
- promotiont
- people.

Who does what, where, by when to which

standards?

What activities will we pursue on timc to

achie!c outcomes lbr the marketing rnix'l
How do rve nrakc it all happen?

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MKT210 Principles of Markeling

Stage/questions

BUDGETS

Detail

.
.
.

Forecast revenue and budget

Target profit planning.

Optimal protlt planning.

Exceptions lo budgets

CONTROLS

How will we know when we are there?

'What

if

scenarios.

MKT210 Principles ol Marketing

Appendix

2: Marketing

Plan B

Suggested contents for marketing plan

I

.0

2.O

Executive Summary
Situation Analysis

2.1

External Factors and Forces Affecting the Market

2.1.1

2.t.2
2.1.3
2.1.4
2.1.5

2.2

OrganisationProfile
2.2.1

2.2.2

2.3

SWOT Analysis
Current Marketing issues (or problems)
Alternative Marketing Strate-sies

Objectives
3.1

3.2

4.0

Market definition and total market size

Main market segments and their size
Competitive review and market shares

Marketing Issues
2.4.t
2.4.2
2.4.3

3.0

Background history
Current resources/capacity (physical, human, financial)

Industry/Market Analysis
2.3.t
2.3.2
I.J.J

2.1

Economic environment
Demographic-social-cultural environment
Technological environment
Natural environment
Political legal environment

Organisation Objectives
Marketing Objectives

Marketing Strategy
4.1

4.2
4.3

Target Market
Market Positioning
Marketing Mix
4.3.t
4.3.2
4.3.3
4.3.4
4.3.5

4.4

Product
Place
Price
Promotion
People

MarketingExpenditure

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MKf210 Principles ol Marketing

5.0

6.0

EconomicEvaluation
5.1

Forecast Revenue and Budget

5.2
5.3

Profitability (or Break-even Analysis)

Sensitivity to Variations from Forecast (ie. Optimistic/Pessimistic)

Implementation and Monitoring

6.

6.2

Action Programs
Controls

Nore. For your guidance, an Executive Summary should be no more than one
page and should briefly cover the following (i) Key problem, (ii) Any other
important issues, (iii) Proposal (solution, recommendation) to overcome
problem, (iv) Cost of proposal, (v) Profitability, (vi) Risks, (vii) Key

elements for success of proposal.

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