Marketing Plan

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.