Marketing Plan Template

Marketing Plan for:

XXXX

Written by:

(Name)

(Contact Information)

(Date)

Private and Confidential

Table of Contents

Executive Summary 3

Company Description 4

Strategic Focus and Plan 5

Mission/Vision 6

Goals 7

Core Competency and Sustainable Competitive Advantage 8

Situation Analysis 9

SWOT Analysis 10

Industry Analysis 10

Competitor Analysis 10

Company Analysis 10

Customer Analysis 11

Market-Product Focus 11

Marketing and Product Objectives 11

Product and Service Descriptions 11

Marketing Program 12

Sales Process and Impact 13

Financial Data and Projections 14

Marketing Organization 15

Implementation Plan 16

Evaluation and Control 17

Executive Summary

The Executive Summary “sells” the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its need within the market. The summary should also provide an overview of the main points of the plan and should emphasize an action orientation.

Company Description

The company description should highlight the recent history and successes of the company or organization, as well as tombstone data about its age, size and geographic distribution. Key partnerships that impact marketing activities should be mentioned. Revenue history can also be included to help clarify the marketing challenge.

Strategic Focus and Plan

While not included in all marketing plans, the Strategic Focus and Plan sets the strategic direction for the entire organization.

Mission/Vision

The Mission/Vision statement is a high-level, qualitative statement that specifies the overall markets and product lines in which a business will compete. A mission statement can dramatically affect the range of a firm’s marketing activities by narrowing or broadening the competitive playing field. An effective mission statement must be clear and direct, and should speak to the company’s commitment to customers, employees,...