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C H A P T E R

Overview 1

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Major Topics ofCh. 1Major Topics ofCh. 1

1. What is aMarketing Plan?

2. Marketing Plan Sequence

3. Contents ofA Typical Marketing Plan

4. Goodand Bad in Marketing Planning

5. Sources ofHelpfor You

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What is aformal marketing plan?What is aformal marketing plan?

A marketing plan is awritten

document containing the guidelines

forthe business units marketing

programs andallocations ofresources overtheplanning period.

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Time Horizons forMarketing PlansTime Horizons forMarketing Plans

Time Period Consumer

Products

Industrial

Products

Services

1 year 62% 45% 65%

3 years 5 5 8

5 years 15 17 3

Long term 4 3 6

Indefinite 0 2 2

Other 14 28 16

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Hierarchy ofPlanningHierarchy ofPlanning

Groupor sectorplanning

SBUplanning

Annual marketing

(business) plan

Corporate Strategic Planning

www.ge.com/

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ObjectivesObjectives ofaMarketing PlanofaMarketing Plan

1. Todefine the current business situation.

2. To identify problems andopportunities

facing the business.3. To establish business objectives.

4. Todefine the strategies (e.g.,target

market) andprograms necessary to

achieve the objectives.

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Objectives ofaMarketing Plan cont.Objectives ofaMarketing Plan cont.

5. Topinpoint responsibility forobjectives.

6. To establish timetables and metrics for

achieving objectives.7. To encourage careful anddisciplined

thinking.***

8. To establish an outward(customer/competitor) orientation.

* Two Approaches: Top-Down or Bottom-Up

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Marketing Planning SequenceMarketing Planning Sequence

Collect

dataAnalyze

data

Develop

objectives,

strategies,

programsDevelop

financial

documentsNegotiate

final planMeasure

progress

toward

objectives

Audit

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Marketing Plan SummaryMarketing Plan Summary

I. Executive summary (Dontforgetthis!)

II. Situation analysis

A. Industry analysis (should be on the industry)

B. Sales analysis (Industry level)

C. Competitoranalysis

D. CustomeranalysisE. Planning assumptions

F. Forecasts

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Marketing Plan Summary (cont)Marketing Plan Summary (cont)

III. (Marketing) objectives

IV. (Marketing) strategy***

V. Marketing programs (Marketing Mix)

VI. Financial documents

VII.Monitors and controls*

VIII.Contingencyplans*

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FrequentFrequentMistakesMistakes in the Planning Processin the Planning Process

The Speedofthe Process

The AmountofData/Information Collected

Whodoes the Planning?

The Structure

Length ofthe Plan: 20-30 Pages

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FrequentMistakes in the Planning Process (cont)FrequentMistakes in the Planning Process (cont)

NumberofCourses ofAction Considered*

Who Sees the Plan

Not Using the Plan as a Sales Document

Insufficient SeniorManagement Leadership

Not Tying Compensation to Successful Planning Efforts

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WhatMakes aWhatMakes aGoodGood Planning System?Planning System?

Utilize experience from multiple managerial levels

Employ internal and external sources of

information

Spend Sufficient Time

Give Incentives for Good Planning

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Sources ofHelpSources ofHelp

I. Planning Software

I. Marketing Plan Pro* www.paloaltosoftware.com

II. Some websites

I. www.bizcenter.orgII. www.brs-inc.com

III. www.startupjournal.com

III. Workshops

I. Tech Transfer Forum

II. Corvallis Tech Pub (www.sao.corvallis.or.us)

IV. Previous Project Reports (At my office)