Contents of a Marketing Plan

TABLE 2. 2 table of contents of a Marketing Plan variance Purpose Executive summary Presents a brief summary of the main goals and recommendations of the externalize for oversight review, helping top management find the plans major points quickly. A table of contents should represent the executive summary. Current merchandiseing power Describes the target food market and a communitys position in it, including culture ab stunned the market, proceeds performance, arguing, and dispersal.This section includes the by-line A market description that defines the market and major segments and then reviews customer take and factors in the marketing environment that whitethorn affect customer purchasing. A product review that shows sales, prices, and gross margins of the major products in the product line. A review of competition that identifies major competitors and assesses their market positions and strategies for product quality, pricing, distribution, and promotion. A review of distribution that evaluates recent sales trends and other developments in major distribution channels. Threats and opportunities analysis Assesses major threats and opportunities that the product ability face, helping management to anticipate master(prenominal) positive or negative developments that exponent have an impact on the tight and its strategies. Objectives and issues States the marketing objectives that the company would like to strain during the plans term and discusses learn issues that willinging affect their attainment.For example, if the goal is to compass a 15 percent market share, this section looks at how this goal cleverness be achieved. Marketing strategy Outlines the large marketing logic by which the agate line unit hopes to create customer pass judgment and relationships and the specifics of target markets, positioning, and marketing expenditure levels. How will the company create value for customers in order to capture value from custo mers in return? This section also outlines specific strategies for each marketing mix fraction and explains how each responds to the threats, opportunities, nd critical issues spelled out earlier in the plan. Action programs Spells out how marketing strategies will be off into specific action programs that answer the succeeding(a) questions What will be done? When will it be done? Who will do it? How much will it cost? Budgets enlarge a supporting marketing cypher that is essentially a intercommunicate profit-and-loss statement. It shows judge revenues (forecasted number of units sold and the average earnings price) and expected costs of production, distribution, and marketing.The difference is the projected profit. Once approved by higher(prenominal) management, the budget becomes the basis for materials buying, production scheduling, forcefulness planning, and marketing operations. Controls Outlines the control that will be used to monitor progress and yield higher manage ment to review implementation results and spot products that are not showdown their goals. It includes measures of return on marketing investment.