Marketing plan

planning phase
A marketing plan may be part of an overall business plan.wikipedia
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Market environment

environmental scanningBusiness EnvironmentMacroenvironment
3) Current Situation - Macroenvironment
This can be beneficial to a marketer as they can decide who their product would benefit most and tailor their marketing plan to attract that segment.

Business plan

Business Plansbusinessbusiness goal
A marketing plan may be part of an overall business plan.
marketing plan


price comparisonPriceprice determination
70) Marketing Strategy - Price
Pricing is the process whereby a business sets the price at which it will sell its products and services, and may be part of the business's marketing plan.

Marketing strategy

marketing strategiesmarketing toolstrategic marketing
Solid marketing strategy is the foundation of a well-written marketing plan.
After setting the goals marketing strategy or marketing plan should be developed.

Competitor analysis

Competitive analysisanalysiscompetition
18) * competitors' strengths and weaknesses
Marketing plan


marketedmarketermarketing campaign
They are the foundation of managerial marketing and the marketing plan typically devotes a section to each of these Ps.

Marketing management

marketing managermarketingmarketing executive
Marketing management
In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business' objectives.

Strategic management

business strategycorporate strategystrategy
Strategic management

Punched card

punched cardspunch cardpunch cards
Thus, the definition of IBM's "corporate mission" in the 1940s might well have been: "We are in the business of handling accounting information [customer need] for the larger US organizations [customer group] by means of punched cards [technology]."

Market share

This measurement may be in terms of sales volume, money value, market share, percentage penetration of distribution outlets and so on. An example of such a measurable marketing objective might be "to enter the market with product Y and capture 10 percent of the market by value within one year."

Corrective and preventive action

corrective actionCAPAcorrective actions
As it is quantified it can, within limits, be unequivocally monitored, and corrective action taken as necessary.

Management accounting

managerial accountingmanagement accountantmanagement accountancy
1) Financial data—Facts for this section will come from management accounting, costing and finance sections.

Sales promotion

special offerPromotionalpromotions
4) Advertising, sales promotion, merchandising data — Information from these departments.

Market research

researchmarketmarket surveys
5) Market data and miscellany — From market research, who would in most cases act as a source for this information. His sources of data, however, assume the resources of a very large organization. In most organizations they would be obtained from a much smaller set of people (and not a few of them would be generated by the marketing manager alone).

Marketing mix

four Ps4 P4 Ps marketing mix
2) Review of the detailed marketing activity. A study of the company's marketing mix; in terms of the 7 Ps - (see below)

Pareto principle

80/20 rule80-20 rule80:20 Rule
Focused - The temptation to proliferate activities beyond the numbers which can be realistically controlled should be avoided. The 80:20 Rule applies in this context too.


budgetingbudgetsannual budget
2) Marketing budget, including the advertising and promotional plan

SWOT analysis

SWOTaboveexternal to the agency
3) Opportunities / Issue Analysis - SWOT Analysis

Market segmentation

market segmentsegmentationmarket segments
14) * Market segmentation

Porter's five forces analysis

5 forces modelFive ForcesPorter's Five Forces
16) * Porter 5 forces analysis


23) * Demographics


psychographiccategory placespsychographic types
24) *Psychographics

Mission statement

missionstated missionstatement of purpose
34) ** Mission statement and Vision statement