Outline For a Marketing Plan

The exact nature of your plan, and your marketing situation, dictates its contents. You add detail or take it away to suit your needs.

In the real world you’ll want to customize your outline according to whether you are selling products or services, to businesses or consumers, or you’re a nonprofit organization. Although the outline does change in some respects as a result, this is a good standard sample outline for a basic marketing plan.

Expanded Plan Outline

1.0 Executive Summary

2.0 Situation Analysis

2.1 Market Summary

2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth

2.2 SWOT Analysis

2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats

2.3 Competition
2.4 Services
2.5 Keys to Success
2.6 Critical Issues
2.7 Channels
2.8 Macroenvironment

3.0 Marketing Strategies

3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Marketing
3.5 Positioning
3.6 Strategy Pyramids
3.7 Marketing Mix

3.7.1 Services and Service Marketing
3.7.2 Pricing
3.7.3 Promotion
3.7.4 Service
3.7.5 Channels of Distribution

3.8 Marketing Research

4.0 Financials, Budgets, and Forecasts

4.1 Break-even Analysis
4.2 Sales Forecast

4.2.1 Sales Breakdown 1
4.2.2 Sales Breakdown 2
4.2.3 Sales Breakdown 3

4.3 Expense Forecast

4.3.1 Expense Breakdown 1
4.3.3 Expense Breakdown 2
4.3.3 Expense Breakdown 3

4.4 Linking Sales and Expenses to Strategy
4.5 Contribution Margin

5.0 Controls

5.1 Implementation Milestones
5.2 Marketing Organization
5.3 Contingency Planning

No comments yet»

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: