Marketing Strategy & Plan Template

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 Marketing
Strategy & Plan
CEO: insert your own text
Chief Marketing Officer: insert your own text
Author: insert your own text
Date: insert your own text Replace this logo by your own logo
Version No: E.g. 1.0 for final / 0.1 for drafts

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 Table of Content

1. Executive Summary
The section 2, 3, 4 and 5 with help you create an
2. Market Analysis internal and external analysis of your company

3. Competitor Analysis
4. Sales Analysis
5. SWOT The section 6, 7, 8 and 9 will help you create your
Marketing strategy, based on the internal and
6. Marketing Strategic Objectives external analysis of your company

7. Marketing Team & Budget

8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
Section 10 is about “Planning” and section 11
10. Marketing Plan about “Implementing”

11. Dashboards to Track & Manage Progress

12. Exhibit

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 Table of Content

1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit

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 Executive Summary
Even if this slide is the first one of the presentation,
it needs to be done last

Mission & Mission: Insert your own text

Vision Vision: Insert your own text

Marketing
Insert strategic Insert strategic Insert strategic
Strategic objective #1 objective #2 objective #3
Objectives

Budget & Budget: Insert your own text

Headcounts Headcount: Insert your own text

Digital Depending on what you want to emphasize, you

Marketing Insert your own text may decide to put different sections in the dark
Levers blue rectangle

Traditional Product: Insert your own text

Marketing Price: Insert your own text
Levers Channel of Distribution: Insert your own text

Product, Price & Product: Insert your own text

Channel of Price: Insert your own text
Distribution Channel of Distribution: Insert your own text
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 Table of Content

1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit

6
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 PESTLE Analysis
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
Insert here any political factors that impact or could
potentially impact the Business. These political
factors can be local, national or international.
Examples: A new government, a new initiative, a
change of policy, etc.

Political Technological
• Replace the text by your own text • Replace the text by your own text
• Replace the text by your own text • Replace the text by your own text
• Replace the text by your own text P T • Replace the text by your own text
• Replace the text byhere
Insert yourany
ownEconomical
text factors that impact or • Replace the text by your own text
could potentially impact the Business.
Examples: A change in disposable income, an
economic downturns, the availability of bank loans,
etc.
Economical Legal
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
E PESTLE L
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text • Replace the text by your own text
Insert here any Sociological factors that impact or
could potentially impact the Business.
Examples: The demographic change of a
company’s customers, a change in the cultural
Social habits of the population, a change in lifestyle, etc. Environmental
• Replace the text by your own text • Replace the text by your own text
• Replace the text by your own text S E • Replace the text by your own text
• Replace the text by your own text • Replace the text by your own text
• Replace the text by your own text • Replace the text by your own text

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 PESTLE Analysis
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
Political
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
Economical
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
E PESTLE
• Replace the text by your own text
Social
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
9
Insert here any Technological factors that impact or could potentially impact
the Business.
Examples: A new software, device, patents, etc.
Technological
• Replace the text by your own text
• Replace the text by your own text
P T • Replace the text by your own text
• Replace the text by your own text
Insert here any Legal factors that impact or could potentially impact the
Business.
Examples: International selling laws, health and safety requirement, Data
protection, competitive regulations, employment law, etc.
Legal
L
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
Environmental
• Replace the text by your own text
S E • Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
Insert here any Environmental factors that impact or could potentially impact
the Business.
Examples: the use of plastic bags for goods, the use of electrical cars,
customer values, environmental regulations, etc.
 Target Market
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.

Target Market description

• Describe in this text block your target market(s), that is to say the group of customers that you want to
market your products to.
• To identify your target market(s), you can use customer segmentations such as:
✓ Geographic segmentation
✓ Demographic/socioeconomic segmentation: gender, age, income, occupation, education,
household size, and stage in the family life cycle)
✓ Attitudes
✓ Psychological profiles

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 Target Market Size & Growth
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
TAM refers to the global revenue opportunity available for a product or service
Some sources of information such as government data, trade associations,
financial data from major players and customer surveys should help you to • Description: Insert your own text
provide a rough estimation
• Size: Insert your own text
• Growth: Insert your own text
Total Available Market
(TAM)
SAM refers to the percentage of the Total Available Market (TAM) that
you can actually serve
• Description: Insert your own text
Serviceable Available • Size: Insert your own text
Market (SAM) • Growth: Insert your own text

Target Market • Description: Insert your own text

• Size: Insert your own text
Market • Growth: Insert your own text
Share

• Description: Insert your own text

• Size: Insert your own text
• Growth: Insert your own text

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 Target Market Size & Growth
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.

• Description: Insert your own text

• Size: Insert your own text
• Growth: Insert your own text
Total Available Market
(TAM)

• Description: Insert your own text

Serviceable Available • Size: Insert your own text
Target market refers to the group of customers that you want to market • Growth: Insert your own text
Market (SAM)
your products to

Target Market • Description: Insert your own text

• Size: Insert your own text
Market • Growth: Insert your own text
Share

• Description: Insert your own text

• Size: Insert your own text
• Growth: Insert your own text

Your market share refers to a percentage of your target market

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 Target Market Size & Growth
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
• A simple way of forecasting the market growth is to extrapolate
historical data into the future
• A more accurate way is to study growth drivers such as • Description: Insert your own text
demographic information and sales growth in complementary
products • Size: Insert your own text
• Growth: Insert your own text
Total Available Market
(TAM)

• Description: Insert your own text

Serviceable Available • Size: Insert your own text
Market (SAM) • Growth: Insert your own text

Target Market • Description: Insert your own text

• Size: Insert your own text
Market • Growth: Insert your own text
Share

• Description: Insert your own text

• Size: Insert your own text
• Growth: Insert your own text

13
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 Market Profitability
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.

Porter’s 5 Forces

Bargaining Power of Suppliers Bargaining Power of Buyers

• Insert your own text • Insert your own text
The Porter’s Five Forces tool is helpful to assess the attractiveness
• Insert
and profitability of ayour
market
ownortext
industry by analyzing the forces acting • Insert your own text
upon it
• Insert your own text • Insert your own text

Intensity of Competitive
Rivalry

Insert your own text

Threat of New Entrants Threat of Substitute Products
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text

Example within the airline industry:

British Airways, British Midland,
Virgin Atlantic

Caption:
15 Low Average High
 Market Profitability
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
Bargaining Power of Suppliers
• Insert your own text
• Insert your own text
• Insert your own text
Example within the airline industry:
New foreign airlines or domestic
airlines
Threat of New Entrants
• Insert your own text
• Insert your own text
• Insert your own text
Example within the airline industry:
Fuel companies, Aircraft companies
or Catering suppliers
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Porter’s 5 Forces
Bargaining Power of Buyers
• Insert your own text
• Insert your own text
• Insert your own text
Example within the airline industry:
Business travelers or Pleasure
travelers
Intensity of Competitive
Rivalry
Insert your own text
Threat of Substitute Products
• Insert your own text
• Insert your own text
• Insert your own text
Example within the airline industry:
Bus, Rail, Car
Caption: Video conferencing
Low Average High
 Table of Content

1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit

17
 Competitor Identification
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.

1.Key National Competitors 2.Key International Competitors

• Competitor A • Competitor E
• Competitor B • Competitor F
• Competitor C • Competitor G
• Competitor D • Competitor H

3.Substitutes 4.New Entrants

• Competitor L
• Competitor I
• Competitor M
• Competitor J
• Competitor N
• Competitor K
• Competitor O

18
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 Competitor Benchmarking (1/2)
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.

Number of Product Insert your

Revenue Profit Market share Main activity
employee quality own text

Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own
Competitor A text text text text text text text

Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own
Competitor B text text text text text text text

Insert your own Insert your own

Compare your competitors
Insert your own
with
Insert your own Insert your own Insert your own Insert your own
Competitor D text text relevant
text criteria text text text text

Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own
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Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own Insert your own
Insert your own text text text text text text text text

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 Competitor Benchmarking (2/2)
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.

Insert title
This matrix will help you to visually
compare your competitors. The matrix
usually uses market share (x axis) and Insert company name
company growth (y axis).However,
depending on your situation, you may
20 decide to use different criteria for your x
axis and y axis

Gaining market share

Company Growth (%)

15
Insert company name
Average
10 market
Insert company name growth

5 Losing market share

Insert company name

-5
0 10 20 30 40 50 60
Market Share (%)

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 Table of Content

1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit

22
 Total Sales History
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
To edit this chart & table:
1.Open the excel sheet “Sales history and
projection”
2.Edit
Total Sales (US$) 3.Copy paste the updated chart and table in
this slide as an image
$3,000,000

$2,448,333
$2,500,000
$2,226,667
$2,005,000
CAGR means Compound Annual
$2,000,000
Growth Rate, that is to say the average
sales growth that the company reaches $1,525,333
$1,436,667
every year.$1,500,000
The formula to automatically
calculate CAGR is in the first table of
the Excel sheet “Sales History & CAGR = 14%
Projection”
$1,000,000

$500,000

$0
2014 The best2015
practice is to2016
always create2017 2018 and then copy past the
the charts in Excel,
charts in Powerpoint as an image. Creating charts from Powerpoint makes the
Powerpoint application slowdown or even crash, especially if you have a
presentation with many slides.
23
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slides & 8 Excel sheets, click below:

Download Now
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