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
Company Analysis
 Goals
 Focus
 Culture
 Strengths
 Weaknesses
 Market share
Customer Analysis
 Number
 Type
 Value drivers
 Decision process
 Concentration of customer base for particular products
Competitor Analysis– – consider other pple in the market doing the same
business
 Market position
 Strengths
 Weaknesses
 Market shares
Collaborators…… are u doing it alone or doing with someone else
 Subsidiaries, joint ventures, and distributors, etc.
Climate
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……
 Technological environment….
SWOT Analysis
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:
Segment 1
 Description
 Percent of sales
 What they want
 How they use product
 Support requirements
 How to reach them
 Price sensitivity
Segment 2
.
.
.
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.
Product
The product decisions should consider the product's advantages and how they will be
leveraged. Product decisions should include:
 Brand name
 Quality
 Scope of product line
 Warranty
 Packaging
Price
Discuss pricing strategy, expected volume, and decisions for the following pricing
variables:
 List price
 Discounts
 Bundling
 Payment terms and financing options
 Leasing options
Distribution (Place)
Decision variables include:
 Distribution channels, such as direct, retail, distributors & intermediates
 Motivating the channel – for example, distributor margins
 Criteria for evaluating distributors
 Locations
 Logistics, including transportation, warehousing, and order fulfilment
Promotion
 Advertising, including how much and which media.
 Public relations
 Promotional programs
 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.
VIII.   Conclusion
Summarize all of the above.
Appendix
Exhibits
Calculations of market size, commissions, profit margins, break-even analyses, etc.

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