Cstan98 Marketing Plan Template

<Source: Small Business Kit For Dummies by Richard D. Harroch, book & Marketing Management by Philip Kotler, book.>

1. Executive Summary.

2. SWOT Analysis.

   1. External - Opportunities & Threats.

   2. Internal - Strengths & Weaknesses.

3. Competitor Analysis.

   1. *Porter's 5 Forces.

   2. Entrants.

   3. Suppliers.

   4. Buyers.

   5. Substitutes.

   6. Competitors.

4. Market Analysis.

   1. Market Profile.

   2. Market Differentiation.

   3. Market Segment.

   4. Market Target.

   5. Market Forecast.

   6. Market Positioning.

   7. Market Share.

5. Strategy Analysis.

   1. Intensive Growth.

   2. Market Penetration.

   3. Market Development.

   4. Product Development.

   5. Cost Leadership.

   6. Differentiation.

   7. Focus.

   8. R&D.

   9. Customer Database.

   10. Profitability Control.

   11. Efficiency Control.

6. Products Mix.

   1. Needs, Wants, Demands.

   2. Product Concept.

   3. Product Image.

   4. Production Concept.

   5. Product Specialization.

   6. Product Differentiation.

   7. Customer Adoption Process.

      1. 2.5% Innovators.

      2. 13.5% Early Adopters.

      3. 34% Early Majority.

      4. 34% Late Majority.

      5. 16% Laggards.

   8. Product Life Cycle.

      1. Emergence.

      2. Accelerating Growth.

      3. Decelerating Growth.

      4. Maturity.

      5. Decline.

   9. Product Line.

   10. Misc.

       1. Packaging.

       2. Warehousing.

       3. Transportation.

7. Price Mix.

   1. Pricing Strategy.

      1. Skimming.

      2. Penetration.

      3. Rapid.

      4. Slow.

8. Promotion Mix.

   1. Sales Promotion.

   2. Advertising.

   3. Sales Force.

   4. Public Relations.

   5. Direct Mail.

   6. Telemarketing.

   7. Online Marketing.

   8. Email Marketing.

   9. Promotion Budget.

      1. % Of Sales Method.

      2. Affordable Method.

      3. Competitive Method.

      4. Objective Method.

9. Place Mix.

   1. Distribution.

   2. Channels.

10. Conclusion.

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