OUTLINE of a Marketing Plan


This outline can be used to develop a marketing plan for a product or service business. You will find this outline to be simple but comprehensive. Open the word document and enter your content based on the marketing topics that are provided.

If you have never completed a marketing planning document before, this outline is a good place to start. It will allow you to construct a marketing plan that covers all necessary planning elements and can be used to inform others within your organization about strategy and planning.

Dimitrios Shistohilis

OUTLINE of a Marketing Plan

1.0 Executive Summary
1.1 Sales Forecast
2.0 Situation Analysis
2.1 Market Summary
• Target Markets
• Market Analysis
2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
• Market Forecast
2.1.4 Market Growth
• Target Market Growth
2.2 SWOT Analysis
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition
2.4 Services
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Marketing
3.5 Positioning
3.6 Strategy Pyramids
3.7 Marketing Mix
3.8 Marketing Research
4.0 Financials, Budgets, and Forecasts
4.1 Break-even Analysis
• Break-even Analysis
4.2 Sales Forecast
• Monthly Sales Forecast
4.3 Expense Forecast
• Monthly Expense Budget
• Marketing Expense Budget
5.0 Controls
5.1 Implementation Milestones
• Milestones
5.2 Marketing Organization
5.3 Contingency Planning