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Marketing Plan Worksheets
Notes
These worksheets will assist you in writing a formal marketing plan. Worksheets are a useful planning tool
because they help to ensure that important information is not omitted from the marketing plan. Answering
the questio
ns on these worksheets will enable you to:
1.
Organize and structure the data and information you collect during the situation analysis.
2.
Use this information to better understand a firm's strengths and weaknesses, and to recognize the
opportunities and threa
ts that exist in the marketing environment.
3.
Develop goals and objectives that capitalize on strengths.
4.
Develop a marketing strategy that creates competitive advantages.
5.
Outline a plan for implementing the marketing strategy.
Set up your plan
following
the
same topics as the W
orksheet Notes
; however, use subtitles of two or three
words and not sentences.
It is crucial that you cover all Roman Numerals and all letters; however, there
may be some information within the letters that is not applicable to your chosen company. For example: if
you are creating a marketing plan for a small coff
ee shop, most likely it would not have political issues
(II.C.). If there are areas that are not applicable, leave out.
I.
Executive Summary
The executive summary is a synopsis of the overall marketing plan. It should provide an overview
of the entir
e plan including goals/objectives, strategy elements, implementation issues, and
expected outcomes. The executive summary is easier to write if you do it last, after you have
written the entire marketing plan.
II.
Situation Analysis
A.
The Internal Envi
ronment
Review of marketing goals and objectives
Identify the firm's current marketing goals and objectives.
Explain how these goals and objectives are being achieved.
Explain how these goals and objectives are consistent or inconsistent wi
th the firm’s
mission, recent trends in the external environment, and recent trends in the customer
environment.
Review of current marketing strategy and performance
Describe the firm's current marketing strategy with respect to products, pricing,
d
istribution, and promotion. Which elements of the strategy are working well?
Which elements are not?
Describe the firm's current performance (sales volume, market share, profitability,
awareness, brand preference) compared to other firms in the industr
y. Is the
performance of the industry as a whole improving or declining? Why?
If the firm's performance is declining, what is the most likely cause (e.g.,
environmental changes, flawed strategy, poor implementation)?
Review of current and anticipate
d organizational resources
Describe the current state of the firm's organizational resources (e.g., financial,
capital, human, experience, relationships with key suppliers or customers). How are
the levels of these resources likely to change in the fut
ure?
If resource levels are expected to change, how can the firm leverage additional
resources to meet customer needs better than competitors?
If additional resources are not available, how can the firm compensate for future
resource constraints (l
ack of resources)?
Review of current and anticipated cultural and structural issues
In terms of marketing strategy development and implementation, describe the
positive and negative aspects of the current and anticipated culture of the firm.
Exampl
es could include:
The firm's overall customer orientation (or lack thereof)
The firm's emphasis on short
-
term versus long
-
term planning
Willingness of the firm's culture to embrace change
Internal politics and power struggles
The overal
l position and importance of the marketing function
Changes in key executive positions
General employee satisfaction and morale
Explain whether the firm’s structure is supportive of the current marketing strategy.
B.
The Customer Environment
Who are the firm's current and potential customers?
Describe the important identifying characteristics of the firm's current and potential
customers with respect to demographics, geographic location, psychographic
profiles, values/lifestyles, and p
roduct usage characteristics (heavy vs. light users).
Identify the important players in the purchase process for the firm's products. These
might include purchasers (actual act of purchase), users (actual product user),
purchase influencers (influence
the decision, make recommendations), and the
bearer of financial responsibility (who pays the bill?).
What do customers do with the firm's products?
How are the firm’s products connected to customer needs? What are the basic
benefits provided by the
firm’s products?
How
the firm’s products are
purchased (quantities and combinations)? Is the
product purchased as a part of a solution or alongside complementary products?
How are the firm’s products consumed or used? Are there special consumption
situations that influence purchase behavior?
Are there issues related to disposition of the firm’s products, such as waste
(garbage) or recycling, which must be addressed by the firm?
Where do customers purchase the firm's products?
Identify th
e merchants (intermediaries) where the firm's products are purchased
(e.g., store
-
based retailers, ecommerce, catalog retailers, vending,
and wholesale
outlets, direct from the firm).
Identify any trends in purchase patterns across these outlets (e.g., how
ecommerce
has
has changed the way the firm's products are purchased?).
When do customers purchase the firm's products?
How does purchase behavior vary based on different promotional events
(communication and price changes) or customer services (hou
rs of operation,
delivery)?
How does purchase behavior vary based on uncontrollable influences such as
seasonal demand patterns, time
-
based demand patterns, physical/social
surroundings, or competitive activities?
Why (and how) do customers select t
he firm's products?
Describe the advantages of the firm's products relative to competing products. How
well do the firm’s products fulfill customers' needs relative to competing products?
Describe how issues such as brand loyalty, value, commoditiz
ation, and relational
exchange processes affect customers' purchase behaviors.
Why do potential customers not purchase the firm's products?
Identify the needs, preferences, and requirements of non
-
customers that are not
being met by the firm's produ
cts.
What are the features, benefits, and advantages of competing products that cause
non
-
customers to choose them over the firm's products?
Explain how the firm’s pricing, distribution, and/or promotion are out of sync with
non
-
customers. Outside
of the product, what causes non
-
customers to look
elsewhere?
Describe the potential for converting non
-
customers into customers.
C.
The External Environment
Competition
Identify the firm's major competitors (brand, product, generic, and total
budget).
Identify the characteristics of the firm's major competitors with respect to size,
growth, profitability, target markets, products, and marketing capabilities
(production, distribution, promotion, pricing).
What other major strengths and
weaknesses do these competitors possess?
List any potential future competitors not identified above.
Economic Growth and Stability
Identify the general economic conditions of the country, region, state, or local area
where the firm’s target cust
omers are located. How are these economic conditions
related to customers’ ability to purchase the firm’s products?
Describe the economics of the industry within which the firm operates. These issues
might include the cost of raw materials, patents, me
rger/acquisition trends, sales
trends, supply/demand issues, marketing challenges, and industry growth/decline.
Political Trends
Identify any political activities affecting the firm or the industry with respect to
changes in elected officials (domes
tic or foreign)
;
potential regulations favored by
elected officials, industry (lobbying) groups or political action committees, and
consumer advocacy groups.
What
is the current and potential hot button
political or policy issues at the national,
regi
onal, or local level that may affect the firm’s marketing activities?
Legal and Regulatory Issues
Identify any changes in international, federal, state, or local laws and regulations
affecting the firm’s or industry’s marketing activities with respe
ct to recent court
decisions, recent rulings of federal, state, or local government entities, recent
decisions by regulatory and self
-
regulatory agencies, and changes in global trade
agreements or trade law.
Technological Advancements
How have recen
t technological advances affected the firm's customers with respect
to needs/wants/preferences, access to information, the timing and location of
purchase decisions, the ability to compare competing product offerings, or the
ability to conduct transactions
more effectively and efficiently?
Have customers embraced or rejected these technological advances? How is this
issue related to customers’ concerns over privacy and security?
How have recent technological advances affected the firm or the industr
y with
respect to manufacturing, process efficiency, distribution, supply chain
effectiveness, promotion, cost
-
reduction, or customer relationship management?
What future technologies offer important opportunities for the firm? Identify any
future tech
nologies that may threaten the firm's viability or its marketing efforts.
Sociocultural Trends
With respect to the firm’s target customers, identify changes in society's
demographics, values, and lifestyles that affect the firm or the industry.
Exp
lain how these changes are affecting (or may affect) the firm’s products
(features, benefits, branding), pricing (value), distribution and supply chain
(convenience, efficiency), promotion (message content, delivery, feedback), and
people (human resource i
ssues).
Identify the ethical and social responsibility issues that the firm or industry faces.
How do these issues affect the firm’s customers? How are these issues expected to
change in the future?
III.
SWOT Analysis
A.
Strengths
Strength 1: ______
___________________________________________________
Strength 2: _________________________________________________________
(Repeat as needed to develop a complete list of strengths)
How do these strengths enable the firm to meet customers' needs?
How do these strengths differentiate the firm from its competitors?
B.
Weaknesses
Weakness 1: ________________________________________________________
Weakness 2: ________________________________________________________
(Repeat as needed to devel
op a complete list of weaknesses)
How do these weaknesses prevent the firm from meeting customers' needs?
How do these weaknesses negatively differentiate the firm from its competitors?
C.
Opportunities (external situations independent of the firm
—
not strategic options)
Opportunity 1: _______________________________________________________
Opportunity 2: _______________________________________________________
(Repeat as needed to develop a complete list of opportunities)
How are these op
portunities related to serving customers' needs?
What is the time horizon of each opportunity?
D.
Threats (external situations independent of the firm)
Threat 1: ___________________________________________________________
Threat 2: ______________
_____________________________________________
(Repeat as needed to develop a complete list of threats)
How are these threats related to serving customers' needs?
What is the time horizon of each threat?
E.
The SWOT Matrix
Strengths
:
•
•
•
•
Op
portunities
:
•
•
•
•
Weaknesses
:
•
•
•
•
Threats
:
•
•
•
•
F.
Developing Competitive Advantages
Describe ways that the firm can match its strengths to its opportunities to create capabilities
in serving customers' needs.
Are these capabilities and
competitive advantages grounded in the basic principles of
operational excellence, product leadership, and/or customer intimacy? If so, how are these
capabilities and advantages made apparent to customers?
Can the firm convert its weaknesses into strength
s or its threats into opportunities? If not,
how can the firm minimize or avoid its weaknesses and threats?
Does the firm possess any major liabilities (unconverted weaknesses that match
unconverted threats) or limitations (unconverted weaknesses or threa
ts that match
opportunities)? If so, are these liabilities and limitations apparent to customers?
Can the firm do anything about its liabilities or limitations, especially those that impact the
firm's ability to serve customers' needs?
G.
Developing a S
trategic Focus
What is the
overall strategic focus of the marketing plan? Does the strategic focus follow
any particular direction, such as aggressiveness, diversification, turnaround,
defensiveness, or niche marketing?
Describe the firm’s strategic focu
s in terms of a strategy canvas. How does the firm’s
Strategic
thrust provides
sufficient focus and divergence from other firms in the industry?
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