Contain of Marketing Planning 1.

Executive Summary
Brief description of products or services Define target market Competitive advantage Positioning statement Anticipated sales, profits and market share

2. Market and Situation Analysis

Economic Environment Technical Environment Socio Cultural Environment Industry Environment Competitive Environment Political Environment SWOT Analysis Market Segmentation Target Market & Segment Characteristics Market Research Findings i.e. Customer Profile, Customer Characteristics, Customer needs and wants.

4. 5.

3. Market Segmentation and Customer Analysis

Objectives and Goals Where the business needs to be

Mission Statement Objectives for volumes, sales, market shares, gross margins, net profit, return on investment Convert objectives to goals by assigning magnitudes and dates

Strategies and Tactics "How to get there"

Pricing strategy Product strategy Place strategy/Distribution Strategies Promotion strategy o Website: o Search Engines Optimizations: o Advertising: o Public Relations o Branding: o Sales Promotion/ Direct Marketing o Online Marketing

6. Budgets
Item Date Completion Cost Measure of Success

Website build Paid search engine advertisement to increase exposure brochure printed and distributed Hoarding Board Glow Board Online Marketing Sales Promotion

Grand Opening TOTAL

7. Action Plan:
Action Development of website website to key tourism sites Open website to public Test Market September Oct Nov Dec Jan Who

Introduce business to businesses. Distribute brochure and special offers. Prepare Hoarding Board Web specials to be released on sites Grand Opening of B&B for local groups Submit advertorial to House and Garden and Beautiful Gardens Republish brochure Glow Board Design Web specials for feature days to be offered