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I.Executive Summary. The executive summary is a brief synopsis of the overall marketing plan. It should provide an overview of the entire plan including goals/objectives, strategy elements, implementation issues, and expected outcomes. This summary is generally two paragraphs. The first paragraph outlines the current marketing situation, and the second addresses the proposed marketing situation five years hence. This section is generally single-spaced, while the rest of the document is double-spaced. Note, this document is for internal audiences, and it is not necessary to provide extensive background information the readers likely already know.
II.Situation Analysis. This section tells the reader where the organization is. The purpose of this section is to provide factual support for the SWOT analysis.
a.Internal Environment: The Strengths and Weaknesses of the Organization.
i.Firm Structure: Describe the firm using these analytical tools:
1.Generic Business Strategies, Competitive Strategy Options, Competitive Strategy Matrix, and Miles and Snow’s Strategy Types.
2.Review the organization’s mission and vision, and current marketing goals and objectives. Discuss the relationship between the SBU and Corporate parent.
ii.Firm Culture: Review of current and anticipated cultural issues.
1.Does the firm have a production, selling, or marketing orientation?
2.What is the firm’s emphasis on short-term or long-term planning?
3.Discuss the willingness of the organization's culture to embrace change.
4.Discuss any internal politics and power struggles.
5.Discuss the overall position and importance of the marketing function.
6.Discuss an anticipated changes in key executive positions.
iii.Firm Resources: The internal resources, capabilities, and strategies, including review of current and anticipated organizational resources.
3.R&D and Technological Capabilities
6.Information Systems Capabilities
7.Relationships with key suppliers or customers
iv.Opportunity Test: Opportunities revealed later in this analysis are attractive when the company itself meets most/all of the following tests:
1.Sustainable Competitive Advantage. Does the firm possess something that other companies cannot easily duplicate or imitate?
2.Source of Competitive Advantages. Can the competition match or beat the firm’s competitive strategy? How does the firm compete? (Operational Excellence, Product Leadership, or Customer Intimacy.)
3.Evaluate whether the company’s business model is economically viable.
v.Company Summary. What are the most important strengths and weaknesses revealed in this analysis that should be included in the SWOT analysis?
i.Demographic and Sociocultural Trends.
1.Discuss changes in society’s demographics, values and lifestyles that may affect the organization or industry.
2.Discuss how these changes may affect the organization.
3.Discuss how ethical and social responsibility issues influence the organization and industry.
ii.Economic Growth and Stability.
1.Discuss the general economic conditions facing the organization.
2.Discuss how the economic conditions relate to customers’ ability to purchase the organization’s products.
1.Discuss any political activities affecting the organization or the industry with respect to changes in elected officials (domestic or foreign), potential regulations favored by elected officials, industry (lobbying) groups or political action committees, and consumer advocacy groups.
2.Discuss the current and potential hot button political or policy issues at the national, regional, or local level that may affect the organization’s marketing activities.
iv.Legal and Regulatory Issues.
1.Identify any changes in international, federal, state, or local laws and regulations affecting the organization’s or industry’s marketing activities with respect to recent court decisions, recent rulings of federal, state, or local government entities, recent decisions by regulatory and self-regulatory agencies, and changes in global trade agreements or trade law.
1.Discuss any technological advances affecting the organization's customers with respect to needs/wants/preferences, access to information, the timing and location of purchase decisions, the ability to compare competing product offerings, and the ability to conduct transactions more effectively and efficiently.
2.Discuss how customers embraced or rejected these technological advances.
3.How have recent technological advances affected the organization or the industry with respect to manufacturing, process efficiency, distribution, supply chain effectiveness, promotion, cost-reduction, or customer relationship management?
4.What future technologies offer important opportunities for the organization? Identify any future technologies that may threaten the organization's viability or its marketing efforts.
1.Identify changes to the natural environment, earth’s resources, and climate that will influence the organization. Which trends result in threats and opportunities?
vii.Macro Environment Summary. What are the most important opportunities and threats revealed in this analysis that should be included in the SWOT analysis?
c.Industry and Competitive Environment:
1.Where is the industry in the Product Life Cycle? Is the industry and market stable or turbulent, or somewhere between?
2.Describe the economics of the industry within which the organization operates. These issues might include the cost of raw materials, patents, merger/acquisition trends, sales trends, supply/demand issues, marketing challenges, and industry growth/decline.
ii.Porter’s Five Forces.
1.Threat of New Entrants
2.Rivalry Among Existing Firms
3.Threat of Substitute Products
4.Bargaining Power of Buyers
5.Bargaining Power of Suppliers
iii.CSF: Discuss the critical success factors for this industry.
iv.Present and Future Competition.
1.Identify the organization's major direct and indirect competitors (brand, product, generic, and total budget).
2.Identify the characteristics of the organization's major competitors with respect to size, growth, profitability, target markets, products, and marketing capabilities (production, distribution, promotion, pricing).
3.Discuss the other major strengths and weaknesses these competitors possess. List any potential future competitors not identified already.
v.Industry and Competitor Summary. What are the most important opportunities and threats revealed in this analysis that should be included in the SWOT analysis?
d.Customers and the Market: the needs, wants and characteristics of current, future, and potential customers.
i.Needs and Wants:
1.Situational: When do customers purchase the organization's products? How many? What cost?
2.Functional: what specifications, features, parameters are important to the customer? (especially B2B)
3.Social: is this purchase part of their community status (B2C) or important to their keeping their job (B2B)?
4.Psychological: is this purchase part of their self-concept (B2C)?
5.Knowledge: is this purchase important for personal growth or entertainment?
1.Who are the organization's current and potential customers?
2.What do customers do with the organization's products?
3.Where do customers purchase the organization's products?
4.Why (and how) do customers select the organization's products?
a.Evaluation of Consumer Product Adoption Process.
5.Why do potential customers not purchase the organization's products?
iii.Describe the potential for converting non-customers into customers.
iv.What aspects of product and service quality are important to the customers, and what aspects of quality are
ii.Opportunity for potential target market(s).
1.Provide a Market Attractiveness/Competitive Position matrix for evaluating potential target markets.
2.Identify the size and growth rate of the overall market?
3.Identify the size of the possible target market(s)? Provide a rough publish of sales forecasts for various markets.
a.Is there a clearly identified source of customer pain?
b.Does the firm or can the firm provide customer benefits that other solutions do not?
c.Are there are other segments for which the currently targeted segment may provide a springboard for subsequent entry?
d.Identify the key benefits the proposed products and services deliver to the target market and the features that deliver these benefits.
iii.Summary: What are the most important opportunities and threats revealed in this analysis that should be included in the SWOT analysis?
II.Key Issues (SWOT Analysis).
b.General Strategic Direction.
i.Discuss how the current internal structure of the firm does or does not match the opportunities in the environment.
ii.Discuss how the firm’s competitive advantages matches or does not match the critical success factors in the industry.
iii.Discuss how this plan will improve that match. Discuss how the firm can change the internal structure or develop new competitive advantages to meet the opportunities in the environment.
d.Perceptual Map and/or Value Curve of the organization/brand’s current situation.
III.Marketing Goals and Objectives. Specifies the goals to be accomplished in terms of sales volume, market share, and profit.
i.Objective 1: (Must be SMART).
ii.Objective 2: (Must be SMART).
a.General Strategic Approach.
b.Target Market. The primary (and secondary) target market(s) to for this plan.
c.Positioning Statement and Value Proposition.
i.Optional: Writer may include a second Value Curve to show the desired position of the brand at the conclusion of this plan.
d.Marketing Mix. What are the important FAB’s for your plan?
i.Product, Service, and Brand Strategy.
1.Identify core and auxiliary product.
2.Identify the product classification.
3.Identify the branding decisions.
4.Identify the packaging and labeling elements.
5.Identify the warranty and efforts to build customer confidence.
6.Relate aspects of product and service quality to the Process of Customer Value Management.
iii.Distribution/Supply Chain Strategy.
iv.Integrated Marketing Communication (Promotion) Strategy.
1.Consumer (B2C) promotion elements.
b.Public relations/publicity strategy.
c.Personal selling strategy.
d.Consumer sales promotion strategy.
e.Digital marketing and social media.
2.Trade (channel or B2B) promotion elements. Trade allowances, free merchandise, cooperative advertising, and training assistance and sales incentives.
a.Marketing Action Plan. (Tactical marketing activities.)
i.Identify the action, date, duration, cost and person and/or team responsible for each action necessary for achieving the objectives.
ii.Identify or link each action to the appropriate objectives.
b.Discussion of the CRM system. Map of Consumer Decision Journey or AIDA framework.
e.Marketing Control and Metrics. (Marketing Audits.) Describe how progress on each objective will be measured. Provide dashboard if appropriate. Identify key milestones at which certain progress steps are to be met.
VI.Contingency Planning. Describes actions to be taken if specific threats or opportunities materialize during the planning period.
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