Sample Marketing Plan
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Sample Marketing Plan
Insert your Business Name here
Table of Contents
Page
Executive Summary 4
History & Current Status 4
Progress To Date 4
Situational Analysis 5
Existing Customers 5
Industry Summary 5
Future Scenarios 6
Environmental Influences 6
Product / Service Description 6
Competition Assessment 7
Competitive Analysis 7
SWOT Analysis 7
Marketing Strategy 9
Mission 9
Vision 9
Profile of Target Markets 10
Customers & Potential Customers 10
Marketing Strategies 11
Marketing Mix 12
Services 12
Pricing Strategy 12
Place 12
Promotional Activities 13
Management & Administration 15
Management 15
Implementation 15
Financial Projections 16
Cashflow Projections 16
Sensitivity Analysis 17
Evaluation 17
Conclusion 18
Appendix and Appendices 18
Sample Marketing Plan
Executive Summary
In this part of the marketing plan the entity for which the plan is written should be outlined. If the marketing plan is being developed for the benefit of internal or external viewers then this should be outlined here.
Indicate that the plan is confidential etc. For example, include paragraphs like:
This document is confidential and has been made available to the individual to whom it is addressed strictly on the understanding that its contents will not be disclosed or discussed with any third parties with exception of the individual's own professional advisers.
History & Current Status
Briefly review where the business has come from. When did it start and how far has it progressed to date. If you are a start-up, this section will be short – however, if you are an existing business, you may wish to allow 4 or 5 pages to fully brief the reader.
Progress to Date
If you are an existing business explain the development of marketing activity to its present status.
Use simple tables to summarise sales growth, customer/product segmentation, market shares, key product volumes etc.
Indicate current order book in value/volume terms or relative to capacity.
Briefly describe key events.
Situational Analysis
Existing Customers
If you are an existing business then the first thing you need to do is identify who your existing customers actually are. Start by identifying your top 200 customers in terms of annual sales. You may find it easier to divide your customers in to three categories: gold, silver and bronze.
Gold Clients
Should be your top 25 customers in terms of value. These customers are strategically important: if your business were to lose them it would mean financial trouble.
Silver Clients
Should be the next 50 customer in terms of value: can these be converted into Gold customers in the future?
Bronze Clients
These should be the next 125 customers in terms of value: can they be converted into Silver customers?
Industry Summary
You need to have a good understanding of the industry and the market you are in. This will enable to you to gain a thorough understanding of all the factors that are going to affect your business.
▪ What is the industry you are in?
▪ Is it a new or emerging industry?
▪ How has it developed over time?
▪ What is the demand for your product/service?
▪ Is there any market segmentation?
Future Scenarios
Where do you see your market in the next 6 months, 1 year, 3 years etc?
Environmental Influences
What are the environmental influences that affect your industry and your product/service?
Economic (exchange rate, inflation rates)
Government (new legislation)
Technological (advances)
Social (trends)
Geographic (locations)
Product/Service Description
This portion of the marketing plan is set aside for you to describe what it is that you sell or offer. Do not get too involved in technical issues at this point in time - these finer points can be placed in an appendix for the reader to digest at a later date.
▪ What is it exactly that you sell?
▪ Do you sell a broad range of products or services, or a more focused and narrow range?
▪ What advantages does your product or service have over its competitors and what needs/wants do they meet for your target market.
Discuss why the target market(s) selected are attracted to your business and perhaps not to others. Is this a niche which has naturally occurred in the marketplace or one that has be artificially created?
THIS IS ONLY A PARTIAL VIEW OF THE FULL DOCUMENT. GET THE FULL DOCUMENT HERE.
ADDITIONAL TEMPLATE PREVIEWS
Click Link to Preview Tool/Template
|Tools/Templates To Build The Plan |Tools/Templates To Develop The Forecast |
|[pic]Sales Plan Builder |[pic]Sales Forecast Model - Ver1 |
|[pic]Sales Territory Plan Builder |[pic]Sales Forecast Model - Ver2 |
|[pic]Sales Plan Presentation |[pic]Sales Funnel |
|[pic]Monthly Sales Report Presentation |[pic]Sales Forecast Model - Ver3 (No Preview) |
|[pic]Sales Pipeline Analysis |[pic]Sales Plan Example (No Preview) |
|[pic]Simple Sales Forecasting Model (No |[pic]5-Page Simple Sales Plan (No Preview) |
| Preview) | |
|Other Sales Plan Builder Tools - |
|Option 1 |
|Option 2 |
Still can't start? Use these sales and marketing workbooks.
|Sales Plan Workbook |Marketing Plan Workbook |
|Marketing Plan Presentation Workbook |Market Research Workbook |
|Marketing Strategy Development Model -- MUST ENABLE MACROs then click |Marketing Strategy/Marketing Programs Completeness |
|on GO buttons |Audit |
|Marketing Analysis Model |Marketing Launch Plan Template |
| MARKET, INDUSTRY, AND COMPANY, RESEARCH |New Business, Product, and Startup Ideas |
|ADDITIONAL TEMPLATES |Presentation and Report Charts and |
| | Graphics - Big Time Saver! |
|Tools/Templates To Build A Key Account Plan |
|[pic]Key Account Management Planning Basics |
|[pic]Key Account Management Plan Builder |
|Marketing Tools and Templates |
|[pic]Marketing Plan Builder |
|[pic]Marketing Budget Builder |
|[pic] Marketing Plan Presentation |
|[pic] Competitive Analysis Report Builder |
|[pic]SWOT Analysis Report Builder |
|Tools/Templates To Set Up The Channel Relationship |Tools/Templates To Develop and Manage The Channel |
| |Partner Program |
|[pic]Product Distribution Term Sheet/LOI |[pic]Channel Partner Program Planning |
| |& Administration Builder |
|[pic]Product License Term Sheet/LOI |[pic]Exclusive Licensing Agreement - Ver1 |
|[pic]Marketing & Sales Only Joint Venture |[pic]New Business, Product, and Startup Ideas |
| Agreement | |
|[pic]Exclusive Licensing Agreement - Ver2 |[pic]Non-Disclosure Agreement |
| (Accessible In Members Area Only - | (Accessible In Members Area Only - |
| No Preview) | No Preview) |
|Sales Team Meeting |Description |
|Presentation | |
|Sales Presentation |This sales presentation is an effective method to communicate the sales pitch and point of view of the |
|Delivery |seller to the buyer. If delivered properly, the sales presentation ensures the final sale to take place|
| |smoothly. A thorough understanding of the client’s needs and requirements is imperative in designing |
| |the sales... |
|Great Sales |This sales presentation is an effective tool towards selling a product or service to a client. It is a |
|Presentations |forum wherein the salesperson has many opportunities and avenues to communicate the sales pitch and |
| |sales information to the client. An effective sales presentation helps in creating desire and buyer’s |
| |conviction about... |
|Strategic Sales |Sales is an important activity in an organization. An effective sales process is responsible for |
|Management |nurturing and cultivation of strong customer relations. This, in turn, helps in building customer |
| |loyalty with time. Strategic sales management involves effective and efficient handling of systems and |
| |processes towards successful sales. It involves careful... |
|Effective Sales |Product promotion is the process of informing, reminding, and persuading the target audience about a |
|Promotions |particular product or service. Sales promotion utilizes various incentive techniques to structure sales|
| |related programs. It is an effective approach to increase immediate customer sales. The presentation |
| |examines the dynamics of sales promotion and discusses... |
|Territory Management |A sales territory is a particular geographical area that has potential customers for a particular |
| |product. The sales territory also has present customers. The territory is assigned to a salesperson who|
| |is responsible for the sales management activity in the region. Dividing the entire sales region into a|
| |number of... |
|Time And Territory |Sales territory is the region where there is potential for future sales. For effective management of |
|Management |the sales process, different sales territories are assigned to the salesforce. Time and territory |
| |management are two of the most significant aspects of the sales management process. The presentation |
| |examines the issues involved in... |
|Sales Force |The Sales Force Automation (SFA) approach to salesforce management focuses on cultivating customer |
|Automation |relationships and, thereby, improving customer satisfaction. SFA helps in making the field sales staff |
| |more productive. They are entrusted with the responsibility of directly managing customer relations. |
| |The presentation discusses the tools used in SFA and the... |
|Building A Sales |This presentation explains how to build a sales staff. |
|Staff | |
| | |
|Continual Development|Selling involves convincing the prospective buyer about the need for a particular product or service |
|Of The Sales Force: |and persuading him/her to make a purchase decision. The design and development of an efficient |
|Sales Training |salesforce is imperative to ensure efficient sales in organizations. Conducting regular sales training |
| |programs help impart crucial skills in salespeople... |
|MARKET, INDUSTRY, AND|The market, industry, and company research process includes the systematic identification, collection, |
|COMPANY, RESEARCH |analysis and distribution of information for the purpose of knowledge development and sales and |
| |marketing decision making. |
|Presentation and |Valuable for report and presentation preparation. |
|Report Charts and | |
|Graphics - Big Time | |
|Saver! | |
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