QuestionDEVELOPINGA

DEVELOPING

A

MARKETING PLAN:

A Template for

Analysis and Strategy

This template is designed for the analysis and planning phases of marketing strategy development. You mustresearch and understand the product and/or organization before using this document. By working through the first half of the template, you will develop a comprehensive customer, competitor, organizational and environmental analysis. This sets the stage for an effective strategy planning discussion. Remember: Strategy is often inaccurate until the analysis phase is satisfactorily completed. The rest of the document is designed for the actual strategy development phase of marketing planning and should be used only after the analysis is complete. By working through these pages you will develop a comprehensive plan for a successful business and marketing strategy.

OUTLINE:

I. Executive Summary

II. Action Plan

III. External Forces

IV. Internal Factors and SWOT Analysis

V. Marketing Goals and Objectives

VI. Marketing Strategy and Objectives

VII. Financial Projections

I. EXECUTIVE SUMMARY.

(done last – two page summary of entire project; use persuasive language to “sell” ideas to a potential investment banker).

II. ACTION PLAN

1. What is it, precisely, that you hope to accomplish. (who, what, where, when, why and how)
2. History of your idea.
3. Your qualifications and those of your partner(s), if any.
4. Why should investors trust you?

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