How to Write a Marketing Plan

Part 4: Tactical Marketing Programs

This is the heart of the marketing plan. It contains descriptions of detailed tactics to be carried out to achieve the objectives and goals established in Step 3. It is typically the longest section of the plan, often representing 50% or more of total page count.

In this section details and timetables are presented for six key decision areas:

• Target Markets
• Product
• Promotion
• Pricing
• Distribution
• Other Areas

Preferably this section includes a brief summary of current marketing decisions (see Situational Analysis) so readers of the plan can easily compare what was planned to what is planned.