Full overview of Marketing Plan and how to build it (Workshop)

1. Marketing Plan
Hany Sewilam AbdelHamid
Sewilam@gmail.com
2016

2. Marketing Plan
 To provide direction and focus for your brand,
product, or company.
Nonprofit orgs: to guide their
fund-raising and outreach efforts
Gov. agencies: to initiate such as
building public awareness of
proper nutrition and stimulating
area tourism

3. Marketing Plan Components
 Executive Summary
 Current Marketing Situation
 SWOT Analysis
 Objectives and Issues
 Marketing Strategy
 Action Programs
 Budgets
 Controls

4. Executive Summary
 This section summarizes the
market offerings, target segments,
main goals, recommendations, and
points as an overview for senior
managers who will read and
approve the marketing plan.

5. Current Marketing Situation
 In this section, marketing managers
discuss the overall market, identify
the market segments that they
will target, and provide information
about company’s current situation.

6. Current Marketing Situation
I. Market description:
Describing the targeted segments and
the benefits and product features in detail
provides context for the marketing
strategies.
II. Product review
III. Competitive review
IV. Channels and logistics review

7. Current Marketing Situation
I. Market description
II. Product review:
The product review summarizes the
main features for all of the company’s
products, organized by product line, type
of customer, market, or order of product
introduction.
III. Competitive review
IV. Channels and logistics review

8. Current Marketing Situation
I. Market description
II. Product review
III. Competitive review:
The purpose of a competitive review is
to identify key competitors, describe their
market positions, and briefly discuss their
strategies.
IV. Channels and logistics review

9. Current Marketing Situation
I. Market description
II. Product review
III. Competitive review
IV. Channels and logistics review:
In this section, marketers list the most
important channels, provide an overview
of each channels arrangement, and
identify developing issues in channels and
logistics.

10. SWOT Analysis
 Strengths:
Internal capabilities that can help the
company reach its objectives.
 Weaknesses:
Internal elements that may interfere with
the company’s ability to achieve its
objectives.

11. SWOT Analysis
 Opportunities
External elements that the company may be
able to exploit to its advantage.
 Threats
Current or merging external elements that
could potentially challenge the company’s
performance.

12. Objectives and Issues
 The company’s objectives should be
defined in specific terms so management
can measure progress and plan corrective
action if needed to stay on track.
 This section describes any major issues
that might affect the company’s
marketing strategy and implementation.

13. Marketing Strategy
 Positioning
 Marketing tools: product strategy
 Marketing tools: pricing strategy
 Marketing tools: distribution strategy
 Marketing tools: marketing
communication strategy
 Marketing research
 Marketing organization

14. Action Programs
 Spells out how marketing strategies will
be turned into specific action programs
that answer the following questions:
 What will be done?
 When will it be done?
 Who will do it?
 How much will it cost?
 Action programs should be coordinated
with the resources and activities of other
departments, including production,
finance, purchasing, and so on.

15. Budgets
 Managers use budgets to protect
profitability and plan for each marketing
program’s expenditures, scheduling, and
operations.

16. Controls
 Controls help management assess result
after the plan is implemented, identify
any problems or performance
variations, and initiate corrective
action.