Strategic Marketing Outline
STRATEGIC MARKETING PLAN OUTLINE I. Executive Summary. A one-to-three-page synopsis of the plan providing highlights of the current situation, objectives, strategies, principal actions programs, and financial expectations. II. Situation Analysis A. Category/competitor definition B. Category Analysis 1. Aggregate market factors a. Category size b. Category growth c. Stage in the product life cycle d. Sales cyclicity e. Seasonality f. Profits 2. Category factors a. Threat of new entrants/exits b. Bargaining power of buyers c. Bargaining power of suppliers d. Pressure from substitutes Category capacity f. Current category rivalry 3. Environmental factors a. Technological b. Political c. Economic d. Regulatory e. Social C. Company and competitor analysis 1. Product features matrix 2. Objectives 3. Strategies 4. Marketing Mix 5. Profits 6. Value Chain 7. Differential Advantage/resource analysis a. Ability to conceive and design new products b. Ability to produce/manufacture or deliver the service c. Ability to market d. Ability to finance e. Ability to manage f. Will to succeed in this category D. Customer analysis 1. Who are the customers? 2. What do they buy and how do they use it? 3. Where do they buy? 4. When do they buy? 5. How do they choose? 6. Why they prefer a product? 7. How they respond to marketing programs? 8. Will they buy it again? 9. Long-term value of customers 10. Segmentation E. Planning Assumptions 1. Market Potential 2. Category and product sales forecast 3. Other assumptions III. Objectives A. Corporate objectives (if appropriate) B. Divisional objectives (if appropriate) C. Marketing objectives 1. Volume and profit 2. Time frame 3. Secondary objectives (e.g. brand equity, customer, new product) 4. Program (marketing mix) IV. Product/Brand Strategy A. Customer target(s) B. Competitor target(s) C. Product/service features D. Core strategy 1. Value proposition 2. Product positioning V. Supporting Marketing Programs A. Integrated marketing