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The Market plan outline:

A. Perform a Situation analysis: (6-7 pages)

• 1- Internal environment:
(Questions the plan address)
– How does marketing support my company’s mission, objectives, and growth strategies?
– What is the corporate culture and how does it influence marketing activates?
– What has my company done in the past with its: target markets? Products? Pricing? Promotion? Supply chain?
– What resources including management expertise does my company have that makes us unique? How has the company added value

through its offerings in the past?

• 2- External environment:
– What is the nature of the overall domestic and global market for our product? How big is the market? Who buys our product?
– Who are our competitors? What are their marketing strategies?
– What are the key trends in the economic environment? The technological environment? The regulatory environment? The social and

cultural environment?

• 3- SWOT Analysis:
– Based on this analysis of the internal and external environments , what are the key Strength, Weaknesses, Opportunities, and

threats (SWOT)?

B. Set marketing objectives: (1 page)
– What does marketing need to accomplish to support the objectives of my firm?

C. Develop marketing strategies:(6-7 pages)
• 1- select target markets and positioning:
– How do consumer and organizations go about buying, using, and disposing of our products?
– Which segment should we select to target? If a consumer market: what are the relevant demographics, psychographics, and

behavioral segmentation approaches and the media habits of the targeted segments? If a business market: what are the relevant

organizational demographics?
– How will we position our product for our market(s)?
• 2- Product strategies:
– What is our core product? Actual product? Augmented product?
– What product line/ product mix strategies should we use?
– How should we package, brand, and label our product?
– How can attention to service quality enhance our success?
• 3- pricing strategies:
– How will we price our product to the consumer and through the channel? How much must we sell to break even at this price? What

pricing tactics should we use?
• 4- distribution strategies:
– How do we get our product to consumer in the best and efficient manner?
– How do we integrate supply chain elements to maximize the value we offer to our costumers and other stakeholders?
– What type of retailers, if any, should we work with to sell our product?
• 5- Promotional strategies:
– How do we develop a consistent massage about our product? How do we best generate buzz?
– What approaches to advertising, sales promotions, social media, direct/ database marketing, personal selling, and public

relations should we use?
– What role should a sales force play in the marketing communications plan? How should direct marketing be used?

D. Implement and control the marketing plan:(1-2 page)
• Action plans (for all marketing mix elements):
– How do we make our marketing plan happen?
• Responsibility:
– How is responsible for accomplishing each aspect of implementing the market plan?
• Time line:
– What is the timing for the element of our marketing plan?
• Budget:
– What budget do we need to accomplish our marketing objectives?
• Measurement and Control:
– How do we measure the actual performance of our marketing plan and compare it to our planned performance and progress toward

reaching our marketing objectives?

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