Introduction - Marketing Plan Elements

Introduction

Marketing Plan Elements
The composition of marketing plans should be tailored to suit individual business needs. Most plans will include some or all of these components.

Executive summary

Market & sales review

Market segmentation analysis
Product and services review
Sales analysis
Competitive analysis
Market research

Situation analysis

SWOT analysis
Mission statement
Target markets
Keys to success
Critical issues

Market & sales objective

Marketing objectives
Sales & profit goals

Marketing strategies Product

Product development
Product proposition
Positioning
Branding
Brand and corporate image
Packaging

Price

Pricing strategies
Pricing tactics
Competitive pricing analysis

Place

Distribution
Distribution channel partners maximization
Supply chain

Promotion

Sales management
Sales development
Customer service
Advertising
Sales Promotion
Trade shows & exhibitions
On-line marketing & e-commerce
Social media marketing
Merchandising
Public relations & publicity
Sponsorship
Corporate communications
Direct marketing & database marketing

Financial Statements

Marketing budget
Financial statement

Implementation & Controls

Sales & marketing personnel
Action plan
Implementation schedule
Review & evaluation schedule

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