Marketing Plan Structure Acc to Jobber - 1628 Words

Marketing Plan Contents Introduction: Using the Marketing Planning Framework 1. Terms of Reference 2. Executive Summary 3. Business Mission 4. External Marketing Audit Macroenvironment The Market Competition 5. Internal Marketing Audit Operating Results Strategic Issues Analysis Marketing Mix Effectiveness Marketing Structures and Systems 6. SWOT Analysis 7. Marketing Objectives Strategic Thrust Strategic Objectives 8. Core Strategy Target Market(s) Competitor Targets Competitive Advantage 9. Marketing Mix Decisions Product Promotion Price Place 10. Organization and Implementation 11. Control Marketing Planning Using the†¦show more content†¦For every event, state its likely impact on the company and the resulting implications. The Market The market consists of: †¢ analyses of market size, growth rates and trends; †¢ customer analysis including who they are, what choice criteria they use, how they rate competitive offerings and how the market is segmented; †¢ distribution analysis, which covers significant movements in powerbases, channel attractiveness analyses, physical distribution analyses and analysis of the role and interests of decision-makers and influences with distributor organizations. Competition Competitor analysis examines: †¢ Who are the competitors to the company (actual and potential)? †¢ What are there objectives and strategies, strengths and weaknesses, market shares, size and profitability? Finally, any entry barriers that make market entry from new competitors difficult should be identified. 5. Internal Marketing Audit The internal marketing audit focuses on the activities and performance of the company in the light of the external marketing environment: It should cover an evaluation of the following four sections: †¢ Operating Results †¢ Strategic Issues Analysis †¢ Marketing Mix Effectiveness †¢ Marketing structure and systems Note that the information may not be available on all of the issues listed under each topic. Operating Results This covers operating