Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e- Developing Innovative
Marketing Plans
Text © The McGraw−Hill
Companies, 2002624 Chapter 21
Exhibit 21-9 Summary Outline of Different Sections of Marketing Plan
Name of Product-Market
Major screening criteria relevant to product-market opportunity selected
Quantitative (ROI, profitability, risk level, etc.)
Qualitative (nature of business preferred, social responsibility, etc.)
Major constraints
Analysis of Other Aspects of External Market Environment (favorable and unfavorable factors and trends)
Economic environment
Technological environment
Political and legal environment
Cultural and social environment
Customer Analysis (organizational and/or final consumer)
Possible segmenting dimensions (customer needs, other characteristics)
Identification of qualifying dimensions and determining dimensions
Identification of target market(s) (one or more specific segments)
Operational characteristics (demographics, geographic locations, etc.)
Potential size (number of people, dollar purchase potential, etc.) and likely growth
Key psychological and social influences on buying
Type of buying situation
Nature of relationship with customers
Competitor Analysis
Nature of current/likely competition
Current and prospective competitors (and/or rivals)
Current strategies and likely responses to plan
Competitive barriers to overcome and sources of potential competitive advantage
Company Analysis
Company objectives and overall marketing objectives
Company resources
S.W.O.T.: Identification of major strengths, weaknesses, opportunities, and threats (based on above analyses of company
resources, customers, competitors, and other aspects of external market environment)
Marketing Information Requirements
Marketing research needs (with respect to customers, marketing mix effectiveness, external environment, etc.)
Secondary data and primary data needs
Marketing information system needs, models to be used, etc.
Product
Product class (type of consumer or business product)
Current product life cycle stage
New-product development requirements (people, dollars, time, etc.)
Product liability, safety and social responsibility considerations
Specification of core physical good and/or service
Features, quality, etc.
Supporting customer service(s) needed
Warranty (what is covered, timing, who will support, etc.)
Branding (manufacturer versus dealer, family brand versus individual brand, etc.)
Packaging
Promotion and labeling needs
Protection needs
Cultural sensitivity of product
Fit with product line