Marketing Plan Outline

MARKETING PLAN OUTLINE

1. Executive summary

2. Market analysis

2.1 Description

2.2 Competitor analysis

2.2.1 Market position

2.2.2 Market share

2.2.3 Strengths

2.2.4 Weaknesses

2.3 SWOT analysis

2.4 PEST analysis

2.5 Growth forecast

2.6 Opportunity statement

3. Customer analysis

3.1 Segment1

3.1.1 Number of members in the segment

3.1.2 Estimated percentage of sales

3.1.3 What they want

3.1.4 Value drivers

3.1.5 Decision process

3.1.6 How they use it

3.1.7 Support requirements

3.1.8 Price sensitivity

3.1.9 How to reach them

3.2 Ideal customer

4. Marketing strategy

4.1 Product

4.2 Price

4.3 Place

4.4 Personality

4.5 Unique value proposition

4.6 Story

4.7 Customer experience

4.8 Customer service

4.9 Market entry plan (optional)

5. Marketing promotion

5.1 Direct marketing

5.2 Internet marketing

5.3 Public relations

5.4 Advertising

5.5 Budget

5.6 Action plan

5.7 Projected outcomes

6. conclusion

EXECUTIVE SUMMARY

Your executive summary should be quite extensive, outlining your product or service, the

customer, the market, the marketing strategy that you will use and the objectives that the

marketing strategy strives to achieve.

The executive summary is often the only page that your bank or potential investors will read. It

has the potential to make or break your ambition so put a lot of time into perfecting it. Include

all of the keys to your success and your projected outcomes.

When describing the product, rather than list its features, list its benefits, as that is what you are

really selling. “iPod – 1000 songs in your pocket” worked much better than “iPod – 5GB hard

drive, 2.5” screen, plays music” ever would have. Once you start getting in the ‘sell benefits

rather than features’ mind set, you’ll notice a remarkable difference to customer’s perception of

your business and what you offer.

THE MARKET

Your market analysis should give the reader a complete understanding of the market - that

is, who operates in...