PARTS OF THE

MARKETING PLAN
1 Executive
Summary
What is this plan about?
Summary of key points
W
H
Positioning and
Differentiation
What do you want to be
known for?
8
from the marketing plan List of competitive advantages,
and what it will positioning recommendations,
accomplish. A and how to convince the
market
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 Company Branding
2 Profile
What organization are
you marketing?
Basic information about the
What is the brand you
are building?
Brand platform describing
9
organization, its offerings,
the brand
and competitive set.
3
Market Segmentation and
Targeting
Who is your target
audience?
Marketing Mix (Four
Ps) How will you impact
your target market?
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Description of the market •Product Strategy
for the product or service •Pricing Strategy
in question •Place •Promotion

4 Situation and Company

Analysis What is your strategy,
and why is it the right
Measurement and
KPIs
How will you measure the
impact you’re making?
11
Identification of key
approach?
performance indicators (KPIs)
SWOT analysis and other metrics

5
Ethics and Social
Responsibility
How will you
demonstrate good
Budget
How much will this cost?
List of resources, how
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corporate citizenship? much, and how to stay
Recommendations for how within the allocated budget
to address any issues

13
Action Plan
6 Marketing Information and
Research What information do you
need to be successful,
and how will you get it?
What will it take to
make this happen?
A detailed, step-by-step
Discussion of key questions
plan
that need to be answered

7
Customer Decision-
Who is your target
Making Profile
customer, and what
Risk Factors
What are the risks of
this approach?
14
influences their buying
Discussion of any
decisions?
significant risks or threats
Profile of the primary buyer(s)