Your Marketing Plan Guidebook
Your marketing plan guidebook is designed to help you in developing a mission and vision statement, setting marketing objectives, examining the external environment, performing a situation analysis, selecting and describing a target market, developing marketing strategies and tactical plans and selecting methods to control a marketing plan.
YOUR MARKETING PLAN TITLE PAGE
Here's your sample Title Page
[It's a great idea to put a color picture of your business or product right on the front. But leave room for the following information.]
Note: Your mission statement should answer the following questions:
❑ Who are we?
❑ Who are our customers and what do they value?
❑ What does our company stand for?
❑ What makes our company unique?
❑ What impressions does this company want key publics to
have of your company?
Vision Statement Defined:
The vision statement describes the direction a company will take and how it will evolve and what it will become in the future.
Note: Your vision statement should address the following issues:
❑ We will become…,
❑ We will provide…,
❑ We will achieve…,
❑ We will be recognized…
II. DESCRIBING YOUR COMPANY
Company Overview Defined: The company overview describe what business
you are in, what products you manufacture and what customer needs you fill.
SAMPLE: [Your Company] was founded in [date] and [describe what your business does, the products and services that you offer and the customer needs that you are trying to fill]. The legal name of the business is [x].
It is a [identify the legal form of your company, such as LLC, S-Corporation, C-Corporation, Partnership, and Single Proprietorship]. Our principal offices are located at [list primary address as well as any other facilities)
III. SETTING YOUR MARKETING OBJECTIVES
Marketing Objectives Defined: Marketing objectives identify the desired results or targets to be achieved by the marketing plan within a specified time frame.
• What is/are your marketing objectives?
SAMPLE: Our objective is to: [increase, maintain, or decrease] [identify performance measure] by [identify the time frame for completion].
Typical marketing objectives might be concerned with following performance factors:
• Making your product available to a greater number of buyers
• Offering greater fulfillment of customer needs
• Expanding (or changing) distribution
• Exploiting a major competitor’s weakness
• Building customer acceptance in a new market or for a new product
• Filling a market void created by new technology, shifting customer attitudes, a new government regulation or a changing economic environment
• Increasing total dollar sales per customer or distributor
• Building or increasing repeat sales
• Eliminating excessive small orders or increasing the average sale
Criteria for Setting Marketing Objectives
Make sure that all your marketing objectives are:
• Consistent with the mission and vision of your company
• Consistent with your company’s internal resources and core competencies
• Consistent with the...