I. Executive summary
Executive summary is actually the crux of the matter and it should in a very attractive to read the whole report. The major strategies are enclosed in a nut shell. Every important aspect should e approached so that the reader does not feel it time wastage to read the whole report. The summary needs the proceeding points to be covered, so it is formulated in the last when other material is completed.
Points to be included in the summary included;
• A brief introduction of a company including products and services provided.
• In case of running business, give a brief history is given including the success stories.
• In the case of new business elaborate yours and your business skills.
• Mission statement of the company is elaborated along with marketing specifications are provided.
• Hierarchy of t the team along with their excellence of skills is mentioned also try to elaborate the bounties bestowed upon the employees.
• Marketing plan summary should be closed by adding influential mission statement.
II. The Challenge
• Includes the achievement to be made through marketing plan.
• Set goals of achieving mission statements are elaborated.
• Expected figures for upcoming sales are mentioned.
III. Situational Analysis
Situation analysis is done for company, customers and competitors.
Company analysis or enterprise analysis is actually a sub discipline of business analysis.
The company of which the plan is being given is examined in various aspects.
• How the company is maintaining its architecture in industry.
• Feasibility studies are carried out to evaluate the strengths and weaknesses.
• Focus is placed on specifying the goals and identifying business opportunities.
• A prior risk assessment is done and a proper business case is prepared.
• Locations for customer’s presence are identified that either they are in common region, at specified events etc.
• Number of product user is identified by over viewing the sales or output percentage.
• Customer type either teenagers, children or open o all type of customers, based on the user trends.
• Customer segmentation is done and response of each category is noticed along with price sensitivity upon willingness of customers to buy their product.
• Decisions are made according to the customers’ response and changes that are liable to occur are often noted.
For analyzing the competitors in the market, the planner should;
• Company’s own market position is elaborated with reference to the market trends.
• Tough competitors of the company are mentioned, along with the those who are expected to enter the market in that year and could pose a competition to that company.
• Comparison and contrast of competition products are done.
• A detailed description products offered by the competitors are discussed.
• Strengths of the competitor is critically discussed with respect to its own reference, that where the company is being suppressed by the other one.
• A very keen observation is made on the key strategies of the competitors, and the company’s strategy is stated while considering that.
• All the companies or franchises that are collaborating with the company are mentioned.
• Subsidiaries and incentives are provided to the reliable allies.
• Joint ventures and partnerships are disclosed.
• Distributors if any are considered along with their role.
Climate or Environment
For elaborating the environment of the company PEST analysis is done, that is political, economic, social and technological environment.
Political and legal environment
The government policies that are affecting the company’s efficiency are stated along with their roles regarding subsidiaries, licensing, price controls restrictions etc.
The revenue and budgeting is discussed with relative ups in downs in successive years.
Social and cultural environment
Social and cultural pressures along with the opportunities in a certain demographic conditions are described. Type of products are introduced that are supposed to go through without harming their integrity.
Technologies including up to date machinery and equipments along with skillful employees operating them are positively presented as the strength of the company.
SWOT Analysis is a bird eye view of the company including its strengths, weaknesses, Threats and opportunities.
Strengths that are promoting the company to accelerate the progress are effectively mentioned. The strengths may include the employee’s strength, company assets, revenue increase, profitability of the company along with the research and development with a strong future vision.
Weaknesses may include the company lagging behind areas that may be old technology, tripping machinery, insufficient facilities for research, unmeet able standards, improper storage, wastage of side product etc.
Benefits that are required as the output are quoted as opportunities of the company; certain strategies that are executed are involved in the opportunities.
The company inappropriate strategies that become out of control for their implementation pose threats o the company performance. Negative trend of profits and growing product and economy of the competitor is also supposed to be threat for the company, for which the planning is carried out.
IV. Market and Segmentation
Marketing segments may be from one to many and includes following criteria;
• Description, which market segment is present and where is their geographical location.
• Yearly trends of Percentage of sales
• What is being expected by these segments
• How the product can reach the segment needing that.
• Price suitability is directly concerned with the percentage of sales of the company.
V. Alternative Marketing Strategies
Sometimes the single mission statement and marketing strategy could not work alone, so alternatives are made in strategy for the sustainability and future presence.
VI. Selected Marketing Strategy
Selected marketing strategy is the basic one and includes four P’s as its strategy, often called marketing mix. The P’s includes
• Product of the company including all the offers associated with it.
• Price of product offered and its flexibility or stability.
• Place that is demographic locations receiving the product of that company.
• Promotional activities done by the company through advertisements for best movement of the product in the market.
VII. Short and long Term Projections
Yearly and monthly tactics along with their results in short period or long period of time according to the identified plan are discussed with an open room to improve the strategies.
After jotting down all the strategies and objectives, the final strategy is placed along with the amendments needed for proper functioning of the enterprise.
Appendices include the financial statements, figures and other official documents to give the exact figure to the purchaser.