Attachments
Marketing Plan Outline
1.
Organizational overview
a. Name of organization
b. Mission statement, organization’s basic values and philosophy
c. Geographic location
d. Product mix
· Single product
· Product line(s)
2.
New product description
3.
SWOTT analysis
a. Strengths (internal)
b. Weaknesses (internal)
c. Opportunities (external)
d. Threats (external)
e. Trends (external)
4.
Marketing research
a. Consumer analysis
– Demographics
– Psychographics
– Behaviours (eg: purchase behaviours)
– Geographical considerations
b. Industrial analysis, if applicable
– Competitor analysis
5.
Segmentation
a. Criteria
b. Target market(s)
6.
Differentiation and positioning
7. Stage of the product life cycle
8.
Marketing mix
a. Product/service
– Type – good, service, idea etc
– Features – how will it be different from the competitors?
– Identification – brand name, label and packaging
– Production method/delivery of service
b. Price
– Pricing strategy
– Profit-oriented
– Sales-oriented
– Status quo
c. Place
– Channels of distribution – manufacturer, wholesaler, retailer
– Product location availability
– Physical distribution/location of facilities/modes of transportation
– Cost
– Production
– Distribution
– Overhead
– Sales
– Marketing
– Markup
– Suggested selling price
– Profit margin
– Price and quality relationship – perceived value
d. Promotion
– Personal selling
– Advertising
– Direct mail
– Internet – website, social media, email etc
– Telemarketing
– Television
– Radio
– Integrated media
– Others
– Sales promotions – sales prices, discounts, coupons, contests, sweepstakes,
tradeshows etc
– Public relations
– Website
9.
Budget
10.
Control/monitor
– Feedback mechanism to monitor progress
– Evaluation process
– Performance objectives (quantifiable elements)
– Profit margin
– Market share
– Promotional effectiveness
– Market penetration
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