Structure Marketing Plan

Structure of the marketing plan Year 1, Term 4

Introduction

• Why and idea

• Who is doing what?

• The aim

• Motto?

• Reason for development (shocking statement and problem definition)

• How does it work?

• Sentence about what will follow ( current equine market and marketing strategy to introduce the market)

Marketing Audit (Current marketing situation)

o Marketing environment (use PEST/5-forces) O & Ts!!!!!!!!!!

o Market description (describe market, market size, market segment ,customers)

o consumer

o (Product Review (sales, prices, margins, product line)

o Competition (big competitors, their strategies, marketing mix, market share)

o Distribution (sales trends and developments in the channel)

Internal audit

Strength & Weaknesses

+ combine

S with Opportunities, W with Threats

Marketing Objectives

• What are the objectives/goals that the company would like to obtain (SMART)

Marketing issue (Problem)

Marketing strategy description of goal and objective

o Target market (geographic, demographic and physiographic (social))

o Positioning strategy (differentiating strategy) ( what makes us different? summarize product, what to do to stay ahead of competitors

o Product strategy (short description + objective) for who needs product name and key benefits, main competitors

o Pricing strategy (short description + objective) what price

o Promotion strategy (short description + objective) how to reach customers

o Place strategy (short description + objective) channel

Marketing mix (programmes)

o Product (product decisions, variety, quality, design, features, brand name, packaging, service)

o Place (which channels, tasks, responsibilities, location)

o Price ( price objectives, price strategy, discounts, pricing system)

o Promotion (advertisement, sales promotion...