2016 marketing plan | hany sewilam
TRANSCRIPT
Marketing Plan
To provide direction and focus for your brand, product, or company.
Nonprofit orgs: to guide their fund-raising and outreach efforts
Gov. agencies: to initiate such as building public awareness of proper nutrition and stimulating area tourism
Marketing Plan Components Executive Summary Current Marketing Situation SWOT Analysis Objectives and Issues Marketing Strategy Action Programs Budgets Controls
Executive Summary
This section summarizes the market offerings, target segments, main goals, recommendations, and points as an overview for senior managers who will read and approve the marketing plan.
Current Marketing Situation
In this section, marketing managers discuss the overall market, identify the market segments that they will target, and provide information about company’s current situation.
Current Marketing Situation
I. Market description:Describing the targeted
segments and the benefits and product features in detail provides context for the marketing strategies.II. Product reviewIII. Competitive reviewIV. Channels and logistics review
Current Marketing Situation
I. Market descriptionII. Product review:
The product review summarizes the main features for all of the company’s products, organized by product line, type of customer, market, or order of product introduction. III. Competitive reviewIV. Channels and logistics review
Current Marketing Situation
I. Market descriptionII. Product reviewIII. Competitive review:
The purpose of a competitive review is to identify key competitors, describe their market positions, and briefly discuss their strategies.IV. Channels and logistics review
Current Marketing Situation
I. Market descriptionII. Product reviewIII. Competitive reviewIV. Channels and logistics review:
In this section, marketers list the most important channels, provide an overview of each channels arrangement, and identify developing issues in channels and logistics.
SWOT Analysis
Strengths: Internal capabilities that can help the
company reach its objectives.
Weaknesses:Internal elements that may interfere
with the company’s ability to achieve its objectives.
SWOT Analysis
OpportunitiesExternal elements that the company
may be able to exploit to its advantage.
ThreatsCurrent or merging external elements
that could potentially challenge the company’s performance.
Objectives and Issues
The company’s objectives should be defined in specific terms so management can measure progress and plan corrective action if needed to stay on track.
This section describes any major issues that might affect the company’s marketing strategy and implementation.
Marketing Strategy
Positioning Marketing tools: product
strategy Marketing tools: pricing strategy Marketing tools: distribution
strategy Marketing tools: marketing
communication strategy Marketing research Marketing organization
Action Programs Spells out how marketing
strategies will be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who will do it? How much will it cost?
Action programs should be coordinated with the resources and activities of other departments, including production, finance, purchasing, and so on.
Budgets
Managers use budgets to protect profitability and plan for each marketing program’s expenditures, scheduling, and operations.
Controls
Controls help management assess result after the plan is implemented, identify any problems or performance variations, and initiate corrective action.