marketing plan format

marketing plan format

Marketing Plan for:


Written by:

Group No.__ Yr and Block __

(Name of Students)

Submitted to:

Prof. Roger Aliermo, MSM


Private and Confidential

Table of Contents

Executive Summary 3
Company Description 4
Mission/Vision 5
Goals 7
Core Competency and Sustainable Competitive Advantage 8
Situation Analysis 9
SWOT Analysis 10
Industry Analysis 10
Competitor Analysis 10
Company Analysis 10
Customer Analysis 11
Market-Product Focus 11
Marketing and Product Objectives 11
Product and Service Descriptions 11
Marketing Program 12
Sales Process and Impact 13
Financial Data and Projections 14
Marketing Organization 15
Implementation Plan 16
Evaluation and Control 17

Executive Summary
The Executive Summary briefly explains the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its need within the market. The summary should also provide an overview of the main points of the plan and should emphasize an action orientation.

Company Description
The company description should highlight the recent history and successes, (if applicable) of the company or organization, as well as tombstone data about its age, size and geographic distribution. Key partnerships that impact marketing activities should be mentioned. Revenue history can also be included to help clarify the marketing challenge.

The Mission/Vision statement is a high-level, qualitative statement that specifies the overall markets and product lines in which a business will compete. A mission statement can dramatically affect the range of a firm’s marketing activities by narrowing or broadening the competitive playing field. An effective mission statement must be clear and direct, and should speak to the company’s commitment to customers, employees,...

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