You are required to construct a marketing plan, using the product or service of choice. There is no single right way to approach a marketing plan. Your marketing plan should be part of an on-going self-evaluation process and unique to your business.

Marketing Plan Outline

1. Mission statement.

i. State the purpose of the marketing plan.

ii. Review business goals and objectives as well as specific strategies to reach them.

2. Diagnosis: Where are you right now?

i. A brief statement assessing the current state of the business.

3. Product/Service

i. Identify each product or service in terms of name, trademark, color, shape or other characteristic, including packaging and labelling.

ii. What is your competitive advantage?

How does your product or service differ from the competition in terms of exclusive processes or superior ingredients, or other features?

iii. What are your strengths? iv. What are your weaknesses? v. Determine the cost of each product or service. vi. Determine the price you charge for each product.

4. Market

i. Identify your customers include all demographic and lifestyle information

ii. Who are your customers?

iii. Market segmentation.

iv. Identify market trends include information about market studies and test marketing.

v. Factors that affect purchase of your product.

5. Distribution

i. Identify the most effective methods for getting products/services to customers in the target market.

ii. Do you make it easy for customers or potential customers to get to your product/service?

iii. Is it easy for customers or potential customers to obtain information about your products/services?

iv. Identify the need for warehousing of products and distribution channels (for example: internet), if not sold direct to buyer.

6. Promotional strategy

i. What is your current image in the marketplace?

ii. What would you like your image to be in the workplace?

iii. What type of customers are you targeting with current marketing efforts?

iv. List the promotional activities you are currently using (advertising, personal selling, sales promotion, publicity and PR)

7. Competition (Direct and Indirect)

i. Identify competitors by divisions, product lines and markets.

ii. Compare your marketing techniques with those of your competitors.

8. Pricing

i. Compare prices for your products/services with similar products/services in the industry.

ii. How price sensitive is your market?

iii. Does your current marketing strategy support this price position?

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