Marketing plan

Generally a marketing strategy will cover the following areas. Download the Marketing Plan Template for more information.

Executive summary

  • Brief description of products or services
  • Define target market
  • Competitive advantage
  • Positioning statement
  • Anticipated sales, profits and market share


Market and situation analysis

  • Political environment
  • Economic environment
  • Social environment
  • Technology environment
  • Industry environment
  • Competitor environment
  • SWOT analysis


Market segmentation and customer analysis

  • Market Segmentation
  • Target market/segment characteristics
  • Market research findings


Objectives and goals

  • Mission Statement
  • Objectives
  • Goals



  • Price strategy
  • Product strategy
  • Place strategy
  • Promotion strategy
  • People strategy
  • Process strategy
  • Priorities and timeframe


Budgets and controls

  • Sales, expenses and marketing budgets
  • Contingency plans and risk management

What's next...

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