Transcript Outline for a Marketing Plan Prof. Mundy Gonzalez De La Salle University

Outline for a Marketing
Plan
Prof. Mundy Gonzalez
De La Salle University
Professional Schools, Inc.
Manila, Philippines
Business Unit
Strategic Planning
The Business Strategic-Planning Process
Business Unit Strategic
Planning
Business Mission
• A broadly defined statement of purpose that
distinguishes a business from others of its sort
• Its purpose is to broaden or narrow the playing field in
which it competes
• It should state:
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“What business is the company in?”
“What business does it want to be in the future?”
“What markets is it serving?”
“What needs is it serving?”
“What technology is being used?”
Business Unit Strategic Planning
• SWOT Analysis
– External Environment Analysis (Opportunity and
Threat Analysis)
• Marketing Opportunity
– Buying opportunity more convenient or efficient
– Meet the need for more information and advice
– Customize an offering that was previously only available in
standard form
Business Unit Strategic
Planning
– Marketing Opportunity Analysis (MOA)
• Can the benefits be articulated to a target market?
• Can the target market be reached with costeffective media and trade channels?
• Does the company have the critical capabilities to
deliver the customer benefits?
• Can the company deliver these benefits better than
any actual or potential competitors?
• Will the rate of return meet the required threshold
of investment?
Opportunity and Threat Matrices
The Marketing Process
• The Value Delivery Sequence
Two Views of the Value-Delivery Process
Factors Influencing
Company
Marketing Strategy
The Nature and Contents of a
Marketing Plan
– Executive Summary
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Current Marketing Situation
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Describes major findings and recommendations
Designed to provide busy reader some insight into the report,
without reading through it
Market Demographics
Market Trends
Competition
Keys to Success
Channels
Market Needs
Market Growth
Services
Critical Issues
Macroenvironment
Opportunity and issue analysis
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Opportunities
Strengths
Threats
Weaknesses
The Nature and Contents of a
Marketing Plan
– Objectives
• Mission
• Marketing Objectives
Vision
Financial Objectives
– Marketing strategy
• Target Market
• Marketing Mix
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Positioning
Product
Price
Marketing Communications
Distribution Channels
Services
Marketing Research
The Nature and Contents of a
Marketing Plan
– Action programs
• Timetable
– Financial projections
• Breakeven Analysis Sales Forecast
• Expense Forecast Contribution Margin
– Implementation controls
• Milestones
• Contingency Plans
Organization