<p> Marketing Plan</p><p> for</p><p>Date: </p><p>Contents</p><p>1. Executive Summary 2. Marketing Situation analysis (SWOT) 3. Marketing Objectives (Strategic focus, Target customer groups) 4. Marketing Strategies (Price, Product, Promotion, Place) 5. Marketing Action Programmes (Price, Product, Promotion, Place) 6. Resource requirements (resources, budgets, forecasting)</p><p>1. Executive Summary / Overview</p><p>Marketing plan template by Adler Bryant Marketing 1 2. Marketing SWOT analysis</p><p>Strengths (internal to your company) In terms of marketing this is where our strengths lie.</p><p>Weaknesses (internal to your company) In terms of marketing this is where our weaknesses lie.</p><p>Opportunities (external to your company)</p><p>Threats (external to your company)</p><p>3. Marketing Objectives</p><p>Strategic focus The focus for your company and its products and services.</p><p>Target customer groups</p><p>Marketing plan template by Adler Bryant Marketing 2 4. Marketing Strategies</p><p>Product/ Services (Describe long-term development of products) (eg. A range of tableware for the yachting market at top quality)</p><p>Price (eg. Aim at top pricing high value – low volume)</p><p>Promotion (Use a,b,c media to direct to yachties exclusive tone)</p><p>Distribution (Courier from factory to individual customer)</p><p>Marketing plan template by Adler Bryant Marketing 3 5. Marketing Action Programmes</p><p>Action programmes should be measurable and describes who does what when to achieve your marketing goals.</p><p>Price At present the price is NZ$ . Discounts for x amount or not at all</p><p>Product</p><p>Promotion</p><p>Tool Person responsible By when</p><p>Place / Distribution</p><p>Channel Person responsible for Timing</p><p>Marketing plan template by Adler Bryant Marketing 4 6. Resource Requirements</p><p>Resources needed to market my company well.</p><p>The critical areas identified in terms of resource requirements are:</p><p>Forecasting</p><p>...... Databases...... Sponsorships...... Finances...... </p><p>(Analyse cost versus income)</p><p>Budgeting</p><p>Year 2000 (Divide into months to see seasonal effects) Income a b Expense items (Fixed and variable) a b Surplus/Deficit</p><p>Year 2001 Income a b Expense items (Fixed and variable) a b Surplus/Deficit</p><p>Year 2002 </p><p>Year 2003 and so on</p><p>Marketing plan template by Adler Bryant Marketing 5 10 Points to follow when undertaking Marketing Planning</p><p>1. Don’t confuse tactics with strategy. Construct the strategic marketing plan first. 2. Get as ‘close to the customer’ as possible. 3. Remember – Marketing is not just a function, it is a ‘way of doing business’. 4. Organise the company’s activities to meet the needs of the customer – define the business accurately. 5. Ensure your market research provides in-depth information. 6. Focus on the real issues, the key factors and the key opportunities from the SWOT analysis. 7. Ensure that those involved in the process have the required skills and knowledge 8. Have a systematic approach to market planning. 9. Prioritise objectives. 10. Know who the market is.</p><p>If you would like more advice or assistance please contact us:</p><p>Adler Bryant Marketing PO Box 15025 Hamilton 3243 New Zealand Phone: +64 7 829 3232 Email: [email protected] Web: www.adlerbryant.co.nz</p><p>Marketing plan template by Adler Bryant Marketing 6</p>