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Components of the Marketing Plan

Components of the Marketing Plan. Situational Analysis - Industry, Customer, and Competitive analysis if not presented earlier. Marketing Objectives Positioning statement/ differentiation basis and rationale General statement on sales, profit goals Pricing Strategy

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Components of the Marketing Plan

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  1. Components of the Marketing Plan • Situational Analysis - Industry, Customer, and Competitive analysis if not presented earlier. • Marketing Objectives • Positioning statement/ differentiation basis and rationale • General statement on sales, profit goals • Pricing Strategy • Price selected and rationale • Discussion of relative value • Break-even analysis

  2. Components of the Marketing Plan • Distribution • How will the customer obtain your product/ service? • Physical distribution - inventory, transportation, warehousing. • Promotion • Discussion of media used and rationale. • Discussion of message and rationale.

  3. Components of the Marketing Plan • Sales forecasts - Based on the strategy just presented, how do you think sales will evolve over time? The basis for all planning. • Controls - How will you monitor whether your on schedule or not? What will you measure and how often?

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