Marketing Plan

Strategic Marketing Plan

Framework

Written by Suzanne Cole, Newport Business School and Tony Rowe, Marketing Mentors

Adapted with permission by Audiences Wales

Marketing Plan

Contents :

1. Terms Of Reference 3

2. Executive Summary 3

3. Business Mission and Vision 3

4. External Marketing Audit 3

4.1. Macro-environment 4

4.2. The Market 4

4.3. Competition 4

5. Internal Marketing Audit 4

5.1. Operating Results 4

5.2. Strategic Issues Analysis 5

5.3. Marketing Mix Effectiveness 5

5.4. Marketing Structures and Systems 5

6. SWOT & TOWS Analysis 6

6.1. SWOT Analysis 6

6.2. TOWS Analysis 7

7. Marketing Objectives 8

7.1. Strategic Thrust (Ansoff Matrix) 8

7.2. Strategic Objectives 9

7.2.1. The ‘Product Life Cycle’ (PLC) 9

7.2.2. The ‘Growth-Share’ matrix 10

7.2.3. The ‘Directional Policy Matrix’ (DPM) 11

8. Core Strategy 12

8.1. Target Markets 12

8.2. Competitor Targets 13

8.3. Competitive or Differential Advantage 14

8.4. Positioning 15

9. Marketing Mix Decisions 16

9.1. Product 16

9.2. Promotion 17

9.3. Price 18

9.4. Place 19

9.5. People 20

9.6. Process 21

9.7. Physical Evidence 22

10. Organisation, Implementation & Control 23

10.1. Organisation and implementation 23

10.2. Control 24

Marketing Planning

Using This Framework

This marketing planning framework is designed to provide you with a structured approach to the production of your marketing plan.

The framework is not an academic exercise bearing no relation to how marketing planning takes place in the real world. It has been tried and tested within companies and has proven invaluable in providing an easily applied structure to marketing thinking and analysis. However, use it as a guide, rather than an exact prescription.

Terms Of Reference (if appropriate – otherwise start with 2.)

We suggest you write something like: “This marketing plan has been produced to …

Executive Summary...