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MARKETING PLAN OUTLINE

Copyright 2002, Professor Jerome M. Katrichis

I.                     EXECUTIVE SUMMARY

A.         One to three page summary of the plan.

B.                  Provides Highlights of:

1.       Current situation

2.       Objectives

3.       Strategies

4.      Action Programs

5.      Financial Expectations

II.                  INTERNAL SITUATION ANALYSIS

            A.        Financial Resources

                        1.         Absolute

                        2.         Relative

3.                   Implications

B.                  Sales and Profit History

1.          Sales History by grades; varieties; by sales district; by end use; by industry.

2.                   Cost History.

3.                   Profit History

4.                   Changes in volume and profit ranking of product lines and items in a product line.

5.                   Trends in sales, costs, and profits by products.

6.                   Performance of distributors, end users, key customers.

            C.        The Plan

                        1.         Mission

                        2.         Goals

                        3.         Strategy (ROTR)

4.                   Objectives

a.                    Corporate Objectives

b.                   Marketing objectives

1.                   Quantity (Sales, share, profits)

2.                   Direction.

3.                   Number.

4.                   Time Frame

5.                   Rationale

c.                    Program objectives

1.                   Pricing

2.                   Advertising/Promotion

3.                   Sales/Distribution

4.                   Product

5.                   Service

C.                  Corporate Culture

D.                  Skills of the Firm

III.       EXTERNAL SITUATION ANALYSIS

A.                  Nature of Demand - qualitative

1.                   Who are your customers?

2.                   What do they buy? (Primary vs. selective demand).

3.                   Shopping Behavior

a.        Where and when do they buy?

b.       Buying procedures and practices.

4.                   Consumption Behavior

a.        How do they use/consume the product? 

b.       End use patterns.  

c.        Service requirements.

5.                   Frequency, quantity and timing of purchase?

6.                   Evaluative Criteria

a.        How do they choose? 

b.       Why do they select a particular product?

                        6.         Segmentation - differences in any of the above by segment.

            B.         Extent of Demand

                        1.         Market Size

                        2.         Growth Rates

3.                   Cyclicity

4.                   Seasonality

5.                   Forecasts

a.                    Industry

b.                   Products

            C.        Nature of Competition

1.                   Industry Analysis

a.                    Competitive Structure

b.                   Market potential and major trends in supply and demand of this and related products.

c.                    Size, scope, and share of market history for all producers.

d.                   Industry capacity.

e.                    New product entry prospects.

f.                     Power of suppliers.

g.                    Power of buyers.

h.                    Rivalries

                        2.         Competitor Analysis (for each competitor)

a.                    How are results measured and evaluated?

b.                   How were results achieved and what factors helped or hurt?

c.                    What are important strengths and liabilities and will they change?

d.                   What is the future strategy likely to be?

e.                    Pricing history through all channels of distribution.

f.                     Distribution channels.

g.                    Selling policies and practices.

h.                    Advertising and promotion.

i.                      What resources do they have in terms of:

1.                   Ability to conceive and design new products.

2.                   Ability to produce and manufacture?

3.                   Ability to meet customer service needs.

4.                   Ability to market.

5.                   Ability to finance.

6.                   Ability to manage.

7.                   Their will to succeed in this business.

                        3.         Other potential competitors \ substitutes

            D.        Environmental Climate

1.                   Technological - rate of change and forecast for each of the following.

a.                    Core

b.                   Process

c.                    Information

d.                   New product lead time

                       2.         Legal/political

                        3.         Ecological

                        4.         Economic

                        5.         Social/cultural

                        6.         Demographics

            E.         Product Life Cycle

                        1.         Current Stage

                                    a.         Category

                                    b.         Product

                        2.         Typical Length

                                    a.         Category

                                    b.         Product Line

                                    c.         Individual Models

            F.         Cost Structure of the Industry - Fixed vs. Variable costs.

            G.        Distribution Structure

                              1.         Distribution Intensity

2.                   Types of outlets

IV.       PROBLEMS AND OPPORTUNITIES (Situation Analysis Assessment)

            A.        Key Problem Areas

            B.         Key Opportunities

B.                  Assessment

V.        GENERATION OF ALTERNATIVE MARKETING PROGRAMS

            A.        Alternative Objectives/Strategies/Missions

            B.         Marketing Mix/Program Alternatives

                        1.         Product Development\Management

                                    a.         Product Line Width Alternatives

                                    b.         Product line depth alternatives

                                    c.         Product line consistency alternatives

                        2.         Price and discount policy

                                    a.         Objectives - Alternatives

                                    b.         Execution - Alternatives

                        3.         Promotion

                                    a.         Personal Selling Strategy

                                                1.         Sales Coverage\Service Level

                                                2.         Types of Salespeople\Training Level

                                                3.         Incentives to sell

                                                4.         Sales Organization

                                    b.         Advertising

                                                1.         Theme

                                                2.         Execution

                                                3.         Media

                                                            a.         reach

                                                            b.         frequency

                                    c.         Sales Promotion

                                                1.         Objectives

                                                2.         Schedule

                                    d.         Public Relations

                        4.         Distribution

                                    a.         Channels

b.                   Outlets

VI.       EVALUATING ALTERNATIVES AND REACHING DECISIONS

            A.        Criteria for Decision Making

B.                  Evaluation of Alternatives

VII.     IMPLEMENTATION

A.                  Description of Action Plans

B.                  Recognition of Interdependencies

C.                  Integration of Alternatives

D.                  Implementation

                        1.         Considerations

                        2.         Schedule

                        3.         Budgets

                        4.         Evaluation