6 part plan - Marketing

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.

The main body of the Marketing Plan often starts with the planner providing the rationale for the plan.

Offer a brief explanation for why this plan was produced
e.g., introduce new product, enter new markets, continue growth of existing product, yearly review and planning document, etc.

Suggest what may be done with the information contained in the plan
e.g., set targets to be achieved in the next year, represents a departmental report to be included in larger business or strategic plan, etc.