Marketing Plan Outline

I/ Executive Summary

II/Situation Analysis

2.1 Market Summary

2.1.1 Market Demographics

2.1.2 Market Needs

2.1.3 Market Trends

2.1.4 Market Growth

2.2 SWOT Analysis

2.2.1 Strengths

2.2.2 Weaknesses

2.2.3 Opportunities

2.2.4 Threats

2.3 Competition

2.4 Services

2.5 Keys to Success

2.6 Critical Issues

2.7 Channels

2.8 Macroenvironment

III/ Marketing Strategies

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Marketing

3.5 Positioning

3.6 Strategy Pyramids

3.7 Marketing Mix

3.8 Marketing Research

IV/ Financials, Budgets, and Forecasts

4.1 Break-even Analysis

4.2 Sales Forecast

4.3 Expense Forecast

4.4 Linking Sales and Expenses to Strategy

4.5 Contribution Margin

V/ Controls

5.1 Implementation Milestones

5.2 Marketing Organization

5.3 Contingency Planning

I.   Executive Summary

II.   The Challenge

III.   Situation Analysis

Company Analysis

* Goals

* Focus

* Culture

* Strengths

* Weaknesses

* Market share

Customer Analysis

* Number

* Type

* Value drivers

* Decision process

* Concentration of customer base for particular products

Competitor Analysis

* Market position

* Strengths

* Weaknesses

* Market shares

Collaborators

* Subsidiaries, joint ventures, and distributors, etc.

Climate

Macro-environmental PEST analysis :

* Political and legal environment

* Economic environment

* Social and cultural environment

* Technological environment

SWOT Analysis

IV.   Market Segmentation

Segment 1 

* Description

* Percent of sales

* What they want

* How they use product

* Support requirements

* How to reach them

* Price sensitivity

Segment 2 

V.  Alternative Marketing Strategies

VI.   Selected Marketing Strategy

Product

* Brand name

* Quality

* Scope of product line

* Warranty

* Packaging

Price

* List price

* Discounts

* Bundling

* Payment terms...