OPPapers.com

Marketing

A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years.
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.
In detail, a complete marketing plan typically includes:[citation needed]
1. Title page
2. Executive Summary
3. Current Situation - Macroenvironment
economy In detail, a complete marketing plan typically includes:[citation needed]
4. Title page
5. Executive Summary
6. Current Situation - Macroenvironment
o economy
o legal
o government
o technology
o ecological
o sociocultural
o supply chain
7. Current Situation - Market Analysis
o market definition
o market size
o market segmentation
o industry structure and strategic groupings
o Porter 5 forces analysis
o competition and market share
o competitors' strengths and weaknesses
o market trends
8. Current Situation - Consumer Analysis [4]
o nature of the buying decision
o participants
o demographics
o psychographics
o buyer motivation and expectations
o loyalty segments
9. Current Situation - Internal
o company resources
▪ financial
▪ people
▪ time
▪ skills
o objectives
▪ mission statement and vision statement
▪ corporate objectives
▪ financial objective
▪ marketing objectives
▪ long term objectives
▪ description of...