Marketing Plan Outline
I. Executive Summary
This marketing plan/business seeks to explain how I will execute my business of selling
bedsheets, kangas……… it is important to appreciate the fact that the market for these
goods has been increasing in the recent past owing to the improved economic status of
Kenyans. It is therefore expected that the sales for these goods
II. The Challenge
Brief description of product to be marketed and associated goals, such as sales figures
and strategic goals.
III. Situation Analysis
Concentration of customer base for particular products
Competitor Analysis– – consider other pple in the market doing the same
Collaborators…… are u doing it alone or doing with someone else
Subsidiaries, joint ventures, and distributors, etc.
Macro-environmental PEST analysis :
Political and legal environment…>> consider license, and other stuff of that kind
Economic environment>>> the people you are serving, the locality, do they have
good purchasing power??
Social and cultural environment>> culture……
A SWOT analysis of the business environment can be performed by organizing the
environmental factors as follows: EVALUATE YOURSELF
The firm’s internal attributes can be classed as strengths and weaknesses.
The external environment presents opportunities and threats.
IV. Market Segmentation
Present a description of the market segmentation as follows:
Percent of sales
What they want
How they use product
How to reach them
V. Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the
recommended strategy. Alternatives might include discontinuing a product, re-branding,
positioning as a premium or value product, etc.
VI. Selected Marketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions (4 P’s) of
product, price, place (distribution), and promotion.
The product decisions should consider the product’s advantages and how they will be
leveraged. Product decisions should include:
Scope of product line
Discuss pricing strategy, expected volume, and decisions for the following pricing
Payment terms and financing options
Decision variables include:
Distribution channels, such as direct, retail, distributors & intermediates
Motivating the channel – for example, distributor margins
Criteria for evaluating distributors
Logistics, including transportation, warehousing, and order fulfilment
Advertising, including how much and which media.
Budget; determine break-even point for any additional spending
Projected results of the promotional programs
VII. Short & Long-Term Projections
The selected strategy’s immediate effects, expected long-term results, and any special
actions required to achieve them. This section may include forecasts of revenues and
expenses as well as the results of a break-even analysis.
Summarize all of the above.
Calculations of market size, commissions, profit margins, break-even analyses, etc.
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