1. Marketing Plan
Expanding the 4 P’s

2. The four P’s Price Place Promotion Product What can you sell it for?
Price as a tool for market penetration
Place
Where are you selling it? Local, regional, global?
What are the levels of customer service?
Promotion
Who are you selling it to, and how?
Structure of sales organization, how are they compensated?
Product
What are you selling?
Product development

3. Beyond the 4 P’s
What are corporate objectives and where does marketing fit these objectives
Marketing audit
Marketing strategies
Sales analysis
Market share risk
Financial analysis

4. Marketing Audit Who are the customers?
What are their demographics, other characteristics? How much are they willing to spend?
How are they different from other groups?
What are their expectations?
What drives their utility curve
Price
Features
Quality
What is your unique selling proposition? Where do you add value?

5. Marketing Strategies SWOT Analysis Product Stage Branding
Market approaches
Cost leader
Focused cost leader
Differentiator
Focused differentiator
Broad differentiator
Are you corporate strengths in line with customer expectations?
Disruptive Technologies
Trademarks and Patents

6. Sales Analysis What is the current market size?
How is the market segmented?
How big is the competition?
Benchmarking, who has what competitive advantage. What is their SWOT?
Is it easy to duplicate?
Market trends
How do customers make buying decisions?

7. Marketing Share Risk How easy is it to gain or lose market share?
What scenarios might exist that would push this one way or the other?
Play chess with your competition. What is their next best move?

8. Financial Analysis Inventory requirements Target margin required
Working Capital requirements
AR, AP terms
Tax issues
Ratio analysis
Cash Flow analysis