How to Write a Marketing Plan
The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. Essentially the Marketing Plan:
- forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
- forces the marketing personnel to look externally in order to fully understand the market in which they operate.
- sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
- is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is generally undertaken for one of the following reasons:
- Needed as part of the yearly planning process within the marketing functional area.
- Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem.
- Is a component within an overall business plan, such as a new business proposal to the financial community.
There are many ways to develop and format a marketing plan. The approach taken here is to present a 6-Part plan that includes:
- Purpose and Mission
- Situational Analysis
- Marketing Strategy and Objectives
- Tactical Programs
- Budgets, Performance Analysis and Implementation
- Additional Consideration
This plan is aimed at individual products and product lines, however, it can be adapted fairly easily for use in planning one or more strategic business units (SBU). The page length suggested for each section represents a single-spaced typed format for a plan focused on a single product. Obviously for multi-product plans lengths will be somewhat longer.
It is assumed that anyone developing a Marketing Plan possesses a working understanding of marketing principles. If you do not, it is suggested you spend considerable time learning about basic marketing through the previous sections of the Principles of Marketing Tutorials.
Note, throughout the plan the word "product" is used. However, the information presented in the Marketing Plan tutorials applies to both products and services.

written by Kamariah L. Maat, October 25, 2009
written by saqlain, September 30, 2009
thanks a lot.
written by JMO, September 24, 2009
written by tine f, September 24, 2009
written by henry c, September 19, 2009
written by Paul Christ - KnowThis.com, September 16, 2009
Yes doing this right will take some time and probably money. You might want to look at the Marketing Research tutorials for some ideas. Also, if you have funds you may be able to get a freelancer to help you find the information. If this interests you try eLance.
Paul
written by edwin, September 16, 2009
Thanks
written by NNEKA, September 15, 2009
written by K, August 30, 2009
written by Tim, August 25, 2009
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