How to Write a Marketing Plan

Part 2: Situational Analysis

5. Financial Analysis for Product or Product Line
Much of this information can be handled within a graphical format, such as tables and graphs, though a paragraph explanation of each is generally required. Make sure to include total dollar (or other currency) amounts as well as percentage market share. For more detailed marketing plans or for plans for seasonal products, providing monthly or even weekly sales figures may be required. Provide a spreadsheet-style layout showing detailed breakdown of marketing revenues and expenses. (Length: 2-4 pages).

• Current Sales Analysis
  • Overall industry sales and market share (for at least the last year)
    • total market sales
    • total for company’s product(s)
    • total for competition
  • By segments/product categories
    • total for segments/product categories
    • total for company’s product(s)
    • total for competition
  • By Channels of Distribution
    • total for each channel
    • total for company’s product(s) by channel
    • total for competition by channel
  • By Geographic Region
    • total for each region
    • total for company’s product(s) by region
    • total for competition by region
• Profitability Analysis
  • Revenues
    • For highly detailed plans break out into categories as shown above in the Current Sales Analysis section.
  • Marketing Expenses
    • Types:
      • Direct – those expenses that can be tied to the product
      • Indirect or Proportional – generally administrative or broad marketing expenses that may be assigned to a product based on some established criteria (e.g., a product’s percentage of overall company sales) Note: not all companies follow this approach
    • For highly detailed plans break out into categories as shown above in the Current Sales Analysis section.