Designing a Marketing Plan Appendix A

Overview of Report Executive Summary Executive Summary Company Description Company Description Strategic Focus and Plan Strategic Focus and Plan Situation Analysis Situation Analysis Market-Product Focus Market-Product Focus Marketing Program Marketing Program Financial Data Financial Data Organization Organization Implementation Plan Implementation Plan Evaluation and Control Evaluation and Control Appendix A: SWOT Analysis Appendix A: SWOT Analysis

Executive Summary Usually one page in length Usually one page in length Summarizes the paper Summarizes the paper Should be able to gain a complete understanding of the paper from just this page Should be able to gain a complete understanding of the paper from just this page

Company Description Simply a brief overview of the company Simply a brief overview of the company When was the company formed? When was the company formed? What does the company do? What does the company do?

Strategic Focus and Plan Asks about the Company’s Long-Term Strategy Asks about the Company’s Long-Term Strategy Mission/Vision Mission/Vision What is the company’s reason for existing? What is the company’s reason for existing? Some firms have established their mission Some firms have established their mission Others may require you to figure it out Others may require you to figure it out Goals Goals What does the company want to do? What does the company want to do? Establishes a direction for the company, and gives the company a means through which to measure its success Establishes a direction for the company, and gives the company a means through which to measure its success

Strategic Focus and Plan Core Competencies and Sustainable Competitive Advantage Core Competencies and Sustainable Competitive Advantage What is the company good at doing? What is the company good at doing? What will make your company successful against competitors in the long-run? What will make your company successful against competitors in the long-run?

Situation Analysis SWOT Analysis= Overall Analysis SWOT Analysis= Overall Analysis Actual analysis will be in Appendix A Actual analysis will be in Appendix A Outlines Strengths, Weaknesses, Opportunities, and Threats Outlines Strengths, Weaknesses, Opportunities, and Threats Industry Analysis Industry Analysis What are the trends in the industry? What are the trends in the industry? Offerings Offerings Sales Sales Social Social Technological Technological Economical Economical

Situation Analysis Competitors Competitors Who are their main competitors? Who are their main competitors? In which industry are they present? In which industry are they present? What are their strengths/weaknesses? What are their strengths/weaknesses? Company Analysis Company Analysis What strengths will help the company to achieve its strategic direction, as previously defined? What strengths will help the company to achieve its strategic direction, as previously defined?

Situation Analysis Customer Analysis Customer Analysis Who are your customers? Who are your customers? How many are there? How many are there? Where are they located? Where are they located? What are their needs/wants? What are their needs/wants? What issues are important to them? What issues are important to them?

Market-Product Focus Marketing and Product Objectives Marketing and Product Objectives How will you market How will you market …existing products in existing markets? …existing products in existing markets? …existing products in new markets? …existing products in new markets? …new products in existing markets? …new products in existing markets? …new products in new markets? …new products in new markets? These serve as objectives for the company (Remember, objectives are subsets of goals). These serve as objectives for the company (Remember, objectives are subsets of goals).

Market-Product Focus Target Markets Target Markets Which group(s) of people are you targeting? Which group(s) of people are you targeting? Points of Difference Points of Difference What can you give me that your competitors cannot? What can you give me that your competitors cannot? Positioning Positioning What characteristics (demanded by customers) are you going to highlight? What characteristics (demanded by customers) are you going to highlight?

Marketing Program Product Strategy Product Strategy What are your products? What are your products? What separates your product from competitors’ offerings? What separates your product from competitors’ offerings? What type of packaging is used? What type of packaging is used? What does it convey about the product? What does it convey about the product?

Marketing Strategy Price Strategy Price Strategy What is the price of your product(s)? What is the price of your product(s)? What is the justification for your price? What is the justification for your price? Promotion Strategy Promotion Strategy How will you promote your product? How will you promote your product? Place Strategy Place Strategy What are the steps in the company’s supply chain? What are the steps in the company’s supply chain?

Financial Data Very detailed in a formal report Very detailed in a formal report For our purposes, we only need: For our purposes, we only need: Past sales growth Past sales growth Reasons for fluctuations? Reasons for fluctuations? 5-year forecasts 5-year forecasts Will not be exact- too difficult to pinpoint Will not be exact- too difficult to pinpoint But must be reasonable But must be reasonable

Implementation How will the products be “rolled out”? How will the products be “rolled out”? Identify markets and the timeframe in which you will reach them Identify markets and the timeframe in which you will reach them