What Content to Include in a Marketing Plan

By Lanee' Blunt

A marketing plan is important because it is the best way to help you prepare yourself. It will ensure that you stick to your schedule and that you are spending your money wisely.
It will serve as a road map to making you achieve your company goals.

Marketing Audit
Take a look at your marketing collateral materials. You will need to review all of your marketing activities that have occurred in the past three years. Review every announcement, advertisement, phonebook ad, brochure, flyer, and evaluate if it were successful.

Situation Assessment
Under this section you will write the market analysis and segmentation. Write a competitor analysis. For example, what are the similarities of your company and your competitors? What sets your company apart from the competition? What are the major trends in the environment? What are the internal capabilities and current position in served markets?

Financial Summary
Write a cost and profit analysis. Write your budget information the amount that you have set aside either per quarter or per annual for marketing. Set your prices for your product or service as a competitive rate. For example, price your product or service at a higher rate than your fixed or variable cost. Evaluate the process of the marketing plans effectiveness. Measure your results against the standards that you set when you made or set your goals. Develop a schedule for which gives a timeline for each marketing actions.


AAFP; Nine Steps to a Strategic Marketing Plan; Rebecca Anwar, PHD and Judy Capko; 2001

SBA: Developing a Marketing Plan 


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