PRINCIPLES OF MARKETING
CHAPTER 5
WORKSHOP AND PREPARATION OF MARKETING PLAN
MARKETING PLAN
A marketing plan is a strategic roadmap that businesses use to organize, execute and
track their marketing strategies over a given period. It maybe a part of an overall business
plan.
BRIEF OUTLINE OF A MARKETING PLAN
I. Executive Summary
II. Study Background
A. Brief History of the Company
B. Mission and Vision
C . Product/Service Offerings
III. Macroenvironmental Analysis
A. Economic
B. Political
C. Sociocultural
D. Demographic
E. Technological
F. Natural
IV. Opportunities and Threats
V. Microenvironmental Analysis
A. The Company
B. Suppliers
C. Marketing Intermediaries
D. Customers
E. Competition
F. Publics
VI. Strengths and Weaknesses
VII. The Market
A. Market Size
B. Market Needs
C. Market Trends
VIII. Marketing Objectives
IX. Marketing Strategies
A. Product /Service Strategy
1. Target Market
2. Brand Positioning
B. Pricing Strategy
C. Distribution Strategy
D. Advertising and Promotional Strategy
Tactical Implementation
Marketing Budget
Feedback and Control
Financial Projections
FINAL ACTIVITY:
As a group, prepare a Mini-Marketing Plan for your proposed business.
Include only the following parts:
I. Study Background
A. Brief History of the Company
B. Mission and Vision
C . Product/Service Offerings
II. SWOT Analysis
A. Strengths and Weaknesses
B. Opportunities and Threats
III. The Market
A. Target Market
B. Market Needs
C. Market Trends
IV. Marketing Objectives
V. Marketing Strategies
A. Product/Service Strategy
B. Target Market
C. Brand Positioning
D. Pricing Strategy
E. Distribution Strategy
F. Advertising and Promotional Strategy
Marketing Strategies:
In this chapter, marketing strategies are proposed based on a thorough analysis
of opportunities and threats, strengths and weaknesses, and the market for the
proposed product/service.
Strategies must collectively be able to achieve all marketing objectives.
A. Product/Service Strategy
Product /service strategy should be fully explained, indicating any innovations you
plan to implement in your product or service.
B. Target Market
Describe in detail the target market of the product/service.
C. Brand Positioning
State the brand positioning of the product/service. Fully justify the proposed brand
positioning and explain convincingly why this is the most appropriate positioning for
your product/service.
D. Pricing Strategy
Based on the marketing objectives formulated, decide on a general pricing strategy
for the product/service offering. Explain why you have chosen this pricing strategy.
E. Distribution Strategy
Discuss how the product/service will be delivered efficiently to your target market.
F. Advertising and Promotional Strategies
Propose your advertising and promotions strategies. Provide details of the media
and promotional plan, indicating messages, designs, media to be utilized etc.
