Creating the Marketing plan

Marketing plan
- a written document that summarize
what one has learn about the
marketplace indicates how it tends to
reach its objectives.
 I. Executive summary
- Commonly the last section to be written after all other major parts
have been completed, it is the next major part of the business plan
after the introduction. It points out the overall highlights of the
business plan as well as bird’s eye view of its sections. However,
the executive summary must not, in any manner, provide a
summary of the different major sections of the business plan. It
must be written in a simple language that can be easily understood
and at the same time attract the attention and influence the decision
of the reader.
he executive summary must include the following :

1. Vision, mission, goals, and objectives of

the business
2. Business model
3. Business and product position
4. Wealth improvement approaches
5. Parties supporting the business
 II. Situational analysis
Analysis of current situation (SWOT analysis)
- a strategic planning and strategic management
technique used to help a person or organization
identify Strengths, Weaknesses, Opportunities, and
Threats related to business competition or project
planning.
What are the threats
and weakness/es
in your Business?
 STRENGTHS
is a resource or capacity the
organization can use
effectively to achieve its
objectives.
S W
OPPORTUNITIES
is any favourable situation in
the organization's environment.
It is usually a trend or change
of some kind or an overlooked
need that increases demand for
O T
a product or service and
permits the firm to enhance its
position by supplying it.
WEAKNESSES
is a limitation, fault, or
defect in the organization
that will keep it from
achieving its objectives.
THREATS
is any unfavourable situation
in the organisation's
environment that is
potentially damaging to its
strategy. The threat may be a
barrier, a constraint, or
anything external that might
cause problems, damage or
injury.
Analysis of competition
- also known as a competitor analysis is a
way of evaluating how well your business
and its products or services are performing
compared to other companies selling
similar products or services in your market.
 III. Marketing strategy
Mission
- is a concise explanation of the organization's reason for
existence. It describes the organization's purpose and its
overall intention. The mission statement supports the
vision and serves to communicate purpose and direction
to employees, customers, vendors and other
stakeholders.
Objectives
- is a result that a company aims to achieve.
It also includes the strategies that people
will use to get there. A business objective
usually includes a time frame and lists the
resources available.
Strategy
- outlines the specific ways in which an
organisation plans to position itself,
achieve its short-term and long-term goals,
and grow over a period of time.
Target market
- is a group of people that have been
identified as the most likely potential
customers for a product because of their
shared characteristics such as age, income,
and lifestyle.
Positioning
- defines where your product (item or
service) stands in relation to others offering
similar products and services in the
marketplace as well as the mind of the
consumer.
Marketing mix
- includes multiple areas of focus as part of
a comprehensive marketing plan. The term
often refers to a common classification that
began as the four Ps: product, price,
placement, and promotion.
 IV. Implementation, monitoring and
control
Sales forecast
- is a projection of future sales revenue and a
prediction of which deals will move through the
sales cycle. Sales forecasts drive short-term
spending decisions and impact decisions on key
deals.
Budget
- is a spending plan for your business based on
your income and expenses. It identifies your
available capital, estimates your spending, and
helps you predict revenue. A budget can help you
plan your business activities and can act as a
yardstick for setting up financial goals.
Project timelines
- is a visual list of tasks or activities placed in
chronological order, which lets project managers
view the entirety of the project plan in one place. A
project timeline typically takes the form of a
horizontal bar chart, where each task is given a
name and a corresponding start and end date.
Detailed action plan
- is what businesses use to develop and execute
marketing strategies. The purpose of creating a
marketing action plan is to put your goals,
strategies and other plans in writing and can help
your business stay on track and measure progress
as it executes marketing campaigns.
 Contingency preparation /
alternative plans
- is sometimes referred to as "Plan B" or a backup
plan because it can also be used as an alternative
action if expected results fail to materialize.
Contingency planning is a component of business
continuity (BC), disaster recovery (DR) and risk
management.
THANK YOU FOR
LISTENING!
Group 2
Leader : Jeanette Anne Borje
Nicole Vidal
Members:
Nancy Mae Ara
Mary Joy Abarra
Mary Joy Mendoza
Remark Verzosa
Myrnelle Desiree Estil
Janice Jacoba
John Andrei Cabongason
Ivan Natividad