Marketing

Plan Guide
TABLE OF CONTENTS

Acknowledgments

Executive Summary

Table of Contents

List of figures, Tables and Matrices

(NB: These are listed at the end of the Contents)

1.0 Introduction
 Brief overview of the company, its main products, target country, main target markets,
and primary entry strategy

2.0 Research Methodology (For reference purpose here)

3.0 Situational Analysis

3.1 Company Analysis - DAVE
3.2 Organization’s Assets and Skills - PAU
3.3 Market Analysis
3.3.1 Business Environment analysis
3.3.1.1 Political/Legal/Institutional Environments
3.3.1.2 Regulatory Environment (Present and anticipated)
3.3.1.3 Economic Environment (Conditions and Trends)
3.3.1.4 Social and Cultural Environment (Factors and Trends)
3.3.1.5 Demographic Environment (Data and Identification of Trends)
3.3.1.6 Technological Environment (Factors and Trends)
3.3.1.7 Natural Environment (Effect of Seasonal or Climatic Factors)
3.3.1.8 Physical Environment (Infrastructure Indicators)
3.2.2 Nature of Demand - MEG
3.2.3 Size and Extent of Demand -
3.2.4 Product Category Stage of Product Life Cycle - MEG
3.2.5 Structure of the Industry - DAVE
3.2.5.1 Cost Structure of the Industry
3.2.5.2 Competitive Structure of the Industry
3.4 Competitor Analysis (in country of investment) -

4.0 SWOT ANALYSIS

4.1 Internal Company Strengths and Weaknesses
4.2 External Market Opportunities and Threats
4.3 Implications of SWOT Analysis

5.0 OBJECTIVES  should follow from SWOT

5.1 International Objectives
5.2 Market Objectives

6.0 RECOMMENDED MARKETING STRATEGY (TSP Framework)

6.1 Target Markets Identification and Segmentation Strategy
6.2 Market Positioning
6.3 Market Entry Strategy

7.0 MARKETING MIX STRATEGIES AND TACTICS

7.1 Product/Service and Branding Strategy
7.2 Place (Distribution) Strategy
7.3 Price Strategy Structure

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 7.4 Promotion Strategy (including Promotional Budget)

8.0 PLANNING BUDGET

8.1 Planning Assumptions
8.2 Forecast Sales (and Market Share) and Costs (Capital, Operating, Marketing, etc.)
8.3 Forecast Profitability (or Break Even Analysis)
8.4 Sensitivity Analysis (incorporating contingency issues)

9.0 IMPLEMENTATION AND CONTROL

9.1 Formal Project Plan for Implementation of Recommendations
9.2 Monitoring of Action Plan
9.3 Formal Contingency Plans

10.0 BIBLIOGRAPHY/REFERENCES

11.0 APPENDICES
11.1 Situation Analysis
11.2 SWOT Analysis
11.3 Evaluation of Alternative Marketing Strategies
11.4 Company promotional/product brochures
11.5 Tariff Rates
11.6 Summary Table of interviews
11.7 Record of Contact and Activities, and Project Plan