Developing A Marketing Plan

Your checklist for any marketing plan. Follow this and it's a lot easier.
Well it has worked for me over the years.

Outline: In this give a table of contents with page numbers.

Executive Summary: Begin the plan with a one-page summary of circumstances and principal recommendations contained in the plan. The summary helps all grasp the main thrust of the plan. It also lets them to read further searching for information critical / relevant to his / her part in it.

Situational Analysis: This section describes where your company stands at this very moment. This includes background of past sales, major competitors and explanation for recent sales and profit results. This should also feature an independent forecast including opportunities, threats, company strengths and weaknesses vis-à-vis competition.

Objective: Every company has one. It is just a matter of deciding where you want to be and when. If the purpose of your marketing plan is a new product launch, then the objective must read “10% market share within 12 months of launch” If the purpose however is to boost revenue from an existing product then the objective should be “increase revenue 12% over 6 months while maintaining current profit margins.”

Strategies: This is what needs to be done to achieve the objective. The strategy is the route that needs to be taken. E.g. if revenue rise is the objective then the following is relevant: increase average unit price * increase overall sales * sell more higher priced units * any of the above.

Tactics: Strategies give a broad framework. Tactics are action specific. E.g. “Increase awareness amongst potential customers” is a strategy. “Develop a brochure to send to new prospects” is a tactic. Tactics have a price. Add up all that you plan to use and that is your budget.