Marketing Plan
Generally a marketing strategy will cover the following areas. Download the Marketing Plan Template for more information.
Executive summary
- Brief description of products or services
- Define target market
- Competitive advantage
- Positioning statement
- Anticipated sales, profits and market share
Market and situation analysis
- Political environment
- Economic environment
- Social environment
- Technology environment
- Industry environment
- Competitor environment
- SWOT analysis
Market segmentation and customer analysis
- Market Segmentation
- Target market/segment characteristics
- Market research findings
Objectives and goals
- Mission Statement
- Objectives
- Goals
Strategies
- Price strategy
- Product strategy
- Place strategy
- Promotion strategy
- People strategy
- Process strategy
- Priorities and timeframe
Budgets and controls
- Sales, expenses and marketing budgets
- Contingency plans and risk management
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