The Marketing Plan is a document to comprehensively organize a company’s marketing strategy and efforts. The marketing plan typically includes:
- An overview of the sales goals, contact types, sales funnel, target market, marketing goals, timeline, budget, and marketing team
- A market analysis of market segmentation, market trends and growth patterns, market size and potential and target market information
- An industry analysis with an industry overview, industry participants and industry trends and growth patterns
- A competitive analysis with a competitive overview, market share analysis, listing of direct competitors and indirect competitors, competitive advantages and barriers to entry
- A product description with an overview of products and services, product and service advantages and product liability
- A statement of the company’s mission, vision, core values and purpose
- A strengths, weaknesses, opportunities and threats (SWOT) analysis
- A positioning statement
- A branding section with a company overview, current client profile and ideal client profile
- A pricing strategy
- A customer service plan
- And a section on marketing strategies, overviewing the marketing programs, direct sales plans, planned networking events, advertising, the referral program and strategic partnerships.