BMR3134: STRATEGIC MARKETING

ASSIGNMENT

MARKETING PLAN FORMAT

1.0 Executive Summary

A high-level summary of the marketing plan.

2.0 Situation Analysis

2.1 Company Analysis

- Goals, focus, culture, strengths, weaknesses, market share

2.2 Macro-environmental PEST analysis :

- Political and legal environment

- Economic environment

- Social and cultural environment

- Technological environment

2.3 Market Analysis

- Present a description of the market segmentation

- Market profile, market needs, market trends, market growth

2.4 Competitor Analysis

- Market position, strengths, weaknesses, market shares

2.5 SWOT Analysis

- A SWOT analysis of the business environment can be performed by organizing

the environmental factors

3.0 Market Targeting and Positioning

3.1 Target market

- Segment identification, segment attractiveness, segment profitability

3.2 Product positioning

BMR3134: STRATEGIC MARKETING

ASSIGNMENT

- Category membership, point-of-difference, point-of-parity, value proposition

4.0 Marketing Strategy

4.1 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

4.2 Price

- Discuss pricing strategy, expected volume, and decisions

4.3 Distribution (Place)

* 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

4.4 Promotion

* determine which promotion tools will be used and the selection reason

* Budget; determine break-even point for any additional spending

* Projected results of the promotional programs

BMR3134: STRATEGIC MARKETING

ASSIGNMENT

5.0 Financial

- 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.

5.1 Marketing budget

5.2 Sales forecasting

- Calculations of market size, commissions, profit margins, break-even analyses

6.0 Control

Appendix and references