Marketing Plan Outline

Electronic Prescription Writer

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Marketing Plan Outline

1.0 Executive Summary

2.0 Situation Analysis

2.1 Mission

2.2 Product or Service Description

2.3 Value Proposition

2.4 SWOT

2.5 Critical Issues

3.0 Market Analysis

3.1 Macro Environment

3.2 Market Size and Growth

3.3 Market Trends

3.4 Target Market Segments

3.5 Customer Analysis

3.6 Need Analysis

3.7 Competitive Analysis

3.7.1 Direct Competition

3.7.2 Indirect Competition

4.0 Strategy

4.1 Marketing Objectives

4.2 Financial Objectives

4.3 Positioning Strategy

4.4 Product Strategy

4.5 Price Strategy

4.6 Distribution Strategy (Direct and Indirect)

4.7 Integrated Marketing Communications Strategy

4.8 Branding

4.9 Marketing Research

5.0 Financial Analysis

5.1 Break-Even Analysis

5.2 Sales Forecast

5.3 Expense Forecast

6.0 Implementation and Control

6.1 Implementation:

6.2 Controls:

6.3 Marketing Organization

6.4 Contingency Planning

7.0

Appendix A - Competitors

Appendix B – On-line Survey

Appendix C – Organizational Chart

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1.0 Executive Summary

Top Notch Corporation is an organization in the medical technology industry interested in

marketing a handheld prescription-writing device. This device will provide physicians and

pharmacists with a speedier method to writing and receiving patient’s prescriptions. The device is

the size of a prescription pad and is similar to an electronic tablet. Physicians will be able to

select from a list of medications, dosages, and specify the quantity to be dispensed, while digitally

signing the prescription. After signing the prescription it will be sent electronically to the

pharmacy and saved for generating renewals.

Based on the size of our market, we plan to base our sales projections for the first year on

perceived-value pricing. This pricing method will enable our company to build a loyal clientele

and stay ahead of the competition. By keeping our production costs low and mark-up ranging...