The Market plan outline:A. Perform a Situation analysis: (6-7 pages) 1- Internal environment: (Questions the plan address) How does marketing support my companys mission, objectives, and growth strategies? What is the corporate culture and how does it influence marketing activates? What has my company done in the past with its: target markets? Products? Pricing? Promotion? Supply chain? What resources including management expertise does my company have that makes us unique? How has the company added value through its offerings in the past? 2- External environment: What is the nature of the overall domestic and global market for our product? How big is the market? Who buys our product? Who are our competitors? What are their marketing strategies? What are the key trends in the economic environment? The technological environment? The regulatory environment? The social and cultural environment? 3- SWOT Analysis: Based on this analysis of the internal and external environments , what are the key Strength, Weaknesses, Opportunities, and threats (SWOT)?B. Set marketing objectives: (1 page) What does marketing need to accomplish to support the objectives of my firm?C. Develop marketing strategies:(6-7 pages) 1- select target markets and positioning: How do consumer and organizations go about buying, using, and disposing of our products? Which segment should we select to target? If a consumer market: what are the relevant demographics, psychographics, and behavioral segmentation approaches and the media habits of the targeted segments? If a business market: what are the relevant organizational demographics? How will we position our product for our market(s)? 2- Product strategies: What is our core product? Actual product? Augmented product? What product line/ product mix strategies should we use? How should we package, brand, and label our product? How can attention to service quality enhance our success? 3- pricing strategies: How will we price our product to the consumer and through the channel? How much must we sell to break even at this price? What pricing tactics should we use? 4- distribution strategies: How do we get our product to consumer in the best and efficient manner? How do we integrate supply chain elements to maximize the value we offer to our costumers and other stakeholders? What type of retailers, if any, should we work with to sell our product? 5- Promotional strategies: How do we develop a consistent massage about our product? How do we best generate buzz? What approaches to advertising, sales promotions, social media, direct/ database marketing, personal selling, and public relations should we use? What role should a sales force play in the marketing communications plan? How should direct marketing be used?D. Implement and control the marketing plan:(1-2 page) Action plans (for all marketing mix elements): How do we make our marketing plan happen? Responsibility: How is responsible for accomplishing each aspect of implementing the market plan? Time line: What is the timing for the element of our marketing plan? Budget: What budget do we need to accomplish our marketing objectives? Measurement and Control: How do we measure the actual performance of our marketing plan and compare it to our planned performance and progress toward reaching our marketing objectives?
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