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Competitive Analysis- suggestions in brief marketing plan

Attachments


Marketing Plan Outline

1.

Organizational overview

a. Name of organization

b. Mission statement, organization’s basic values and philosophy

c. Geographic location

d. Product mix

· Single product

· Product line(s)

2.

New product description

3.

SWOTT analysis

a. Strengths (internal)

b. Weaknesses (internal)

c. Opportunities (external)

d. Threats (external)

e. Trends (external)

4.

Marketing research

a. Consumer analysis

– Demographics

– Psychographics

– Behaviours (eg: purchase behaviours)

– Geographical considerations

b. Industrial analysis, if applicable

– Competitor analysis

5.

Segmentation

a. Criteria

b. Target market(s)

6.

Differentiation and positioning


7. Stage of the product life cycle

8.

Marketing mix

a. Product/service

– Type – good, service, idea etc

– Features – how will it be different from the competitors?

– Identification – brand name, label and packaging

– Production method/delivery of service

b. Price

– Pricing strategy

– Profit-oriented

– Sales-oriented

– Status quo

c. Place

– Channels of distribution – manufacturer, wholesaler, retailer

– Product location availability

– Physical distribution/location of facilities/modes of transportation

– Cost

– Production

– Distribution

– Overhead

– Sales

– Marketing

– Markup

– Suggested selling price

– Profit margin

– Price and quality relationship – perceived value

d. Promotion

– Personal selling

– Advertising

– Direct mail

– Internet – website, social media, email etc

– Telemarketing

– Television

– Radio

– Integrated media

– Others

– Sales promotions – sales prices, discounts, coupons, contests, sweepstakes,

tradeshows etc

– Public relations

– Website

9.

Budget

10.

Control/monitor

– Feedback mechanism to monitor progress

– Evaluation process

– Performance objectives (quantifiable elements)

– Profit margin

– Market share

– Promotional effectiveness

– Market penetration