Marketing Plan Framework
value propositions and strategies for product quality, pricing, distribution, promotion, etc.
*Note that substitutes from other firms or existing offerings from your firm are as valid as direct competition.
3. SWOT Analysis Assess major strengths and weaknesses of your product and company, as well as threats and opportunities that the product might face. Identify at least three considerations for each area of the analysis. This section talks about the COMPANY not the product itself.
*This should help you anticipate important positive or negative developments that might have an impact on the firm and its strategies.
4. Objectives The marketing objectives that the company would like to attain during the following year and any key potential issues involved. These come from your strategies. All objectives must be MEASURABLE. You must include the current state (make it up, you will not be able to find it.)
5 . Marketing strategy Marketing Plan Framework
The marketing strategy that helps you create customer value and relationships. How will the company create value for customers in order to capture value in return? What are your overall growth strategies? Choose them from the Product/Market matrix.
You have 3 to choose from – Market Penetration, Market Development and Product Development.You can choose 1, 2 or all 3.
Segmenting, Targeting and Positioning
Describe your segmentation strategy and analyze the target markets you will be including in your plan. Describe your positioning of the product. Write a positioning statement.
4 P’s Discuss the Strategies you will use in each area Overall Product Strategy: Consider long-term goals and possible considerations for the company to make within the next two years.
Pricing: Provide an explanation and rationale for decisions on pricing. What are your pricing Objectives? What type of pricing strategy will you use?
Place(ment): Describe the distribution strategy for this product.
Promotion: Identify at least three promotional tools to be used as part of this strategy. Do a short Promotion budget to assign different media. Marketing Plan Framework
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What are the value propositions and strategies for product quality pricing,distribution and promotion?,
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What is the SWOT analysis of the company?,
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What are the measurable marketing objectives for the next year?,
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What is the marketing strategy and growth approach?,
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What are the segmentation, targeting positioning strategies and the 4 P’s?
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