Contents of a Marketing Plan

put off 2. 2 Contents of a Marketing Plan Section resolve Executive summary Presents a brief summary of the main aspirations and recommendations of the plan for counselling review, helping top management find the plans study points quickly. A table of contents should follow the executive summary. occurrent market situation Describes the target market and a companys position in it, including information ab come on the market, carrefour performance, competition, and distribution.This dent includes the interest A market description that defines the market and major segments and then reviews guest needs and factors in the merchandise environment that may affect node 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 might face, helping management to anticipate important positive or negative developments that might devote an impact on the firm and its strategies. Objectives and issues States the marketing objectives that the company would like to disclose during the plans term and discusses key issues that will affect their attainment.For example, if the goal is to achieve a 15 percent market share, this section looks at how this goal might be achieved. Marketing strategy Outlines the broad marketing logic by which the business unit hopes to create customer cherish and relationships and the specifics of target markets, positioning, and marketing expenditure levels. How will the company create quantify for customers in order to capture value from customers in return? This section also outlines specific strategies for all(prenominal) marketing mix element 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 turned into specific action programs that service the following questions What will be do? When will it be done? Who will do it? How much will it cost? Budgets Details a supporting marketing budget that is essentially a projected profit-and-loss statement. It shows expect revenues (forecasted number of units sold and the average net price) and expected costs of production, distribution, and marketing.The dissimilitude is the projected profit. Once approved by higher management, the budget becomes the hind end for materials buying, production scheduling, personnel planning, and marketing operations. Controls Outlines the control that will be apply to monitor progress and allow higher management to review death penalty results and spot products that are not meeting their goals. It includes measures of return on marketing investment.