Marketing Plan
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ScribdTranslationsMarketing Plan
I. INFORMATION DATA:
Title Report
Type of participation Group (3 members)
Medium of presentation Virtual classroom
II. LEARNING EVIDENCE:
They develop a marketing plan for a product or service of their choice, making
emphasis on marketing strategies based on the launch of a product or
new service to the market. For this, they must do a thorough analysis of the
company situation and emphasize the development of marketing strategies
mix, focused on the 4 P's.
III. INDICATIONS
For the preparation of the marketing plan, the following should be considered:
Present the complete marketing plan taking into account all the contents
requested and according to the scheme shown below:
Marketing Plan Outline
1.Executive Summary
2. Current marketing situation
3. Analysis of strengths, weaknesses, opportunities, and threats
4. Business Objectives and Key Points
5. Marketing strategies:
5.1 Decisions about product and/or service.
5.2 Pricing decisions
5.3 Decisions on placement (distribution)
5.4 Decisions on promotion and advertising
6. Action Plans
7. Budget
8. Controls
9. Contingency plans
10. Conclusions and recommendations
Source: Kotler and Armstrong (2017, p. 57). Fundamentals of Marketing. (13th Ed). Mexico: Pearson
Develop the continuation of the marketing plan, according to the outlined scheme. For
They must develop the following points, which are detailed below:
1. Executive summary: Provide an overview and summarize the goals,
recommendations and key points that are useful for the analysis of the highs
executives who will need to read and approve the marketing plan. For the convenience of the
management, this section is followed by a table of contents.
2. Current marketing situation: Describe the target market and the company's position
in it, and includes information about the market, product performance, of the
competition and distribution. This section contains:
• Market description: Define the market and its main segments, and
Then review the needs of the customers and the factors of the marketing environment.
that would influence their purchases.
• Benefits and characteristics of the product: Clarify the benefits and the
product characteristics to meet customer needs in each
market segment.
• Product review: Summarize the main features of all
company products
• Competitive analysis: Identify the main competitors, describe
their positions in the market and briefly analyze their strategies.
• Analysis of distribution channels: Prepare a list of the most
important, provide an overview of the arrangement of each channel, and identify
new developments in channels and logistics.
3. Analysis of strengths, weaknesses, opportunities, and threats: Evaluate the
main strengths, threats, and opportunities that the product would face, and help
to management to anticipate important positive or negative situations that could
affect the company and its strategies.
• Strengths: Mention the internal capabilities that can help that the
company achieves its goals.
• Opportunities: Mention internal elements that could interfere with the
the company's ability to achieve its objectives.
• Weaknesses: Mention external elements that the company could exploit to
to your benefit.
• Threats: Mention current or emerging external elements that could
to challenge the company's performance a lot.
4. Objetivos comerciales:Presente el objetivo general y por lo menos 3 objetivos
achievable within a certain time, and write them using verbs in
infinitive. This section should be defined in specific terms. Describe any
important problem that affects the marketing strategy and implementation of the
selected company.
5. Marketing strategies: Indicate; How will the company create value for customers?
in order to obtain value in exchange? Design specific strategies for each
element of the marketing mix and explain how each one responds
in the face of threats, opportunities, and key points that were detailed in
previous sections of the plan. Present the marketing strategies based on:
5.1 Product Strategies. To do this, you must indicate how the launch will be carried out.
product or service indicating what strategies the company has to maintain itself
or enter the market.
5.2 Pricing Strategies: Detail the type of price, the main strategies of
fixation of new products, both to reach the high level of the market, as
to penetrate the market.
Specify the following aspects: Mention
the type of distribution that the company has or should have.
5.4 Decisions regarding promotion and advertising: Specify the following points:
• Considerations for the selection of media.
• Advertising media to be used (ATL and/or BTL), always considering the
reviewed ethical principles in the unit.
6. Action plans: Detail how the marketing strategies will be implemented.
in specific action programs that answer the following questions: What is
Will it be done? When will it be done? Who will be in charge of doing it? How much will it cost?
7. Budget: Create a simple income statement in Excel format of all
the possible income, costs, expenses, and profits. Forecast profitability and plan
the expenses of the program and the operations related to each program of
marketing.
8. Controls: Present the efficiency control and the strategic control. Indicate the way.
in which progress will be monitored and allows senior management to review the results of the
application and detect the products that are not reaching their goals. Includes the
measurement of marketing return on investment.
9. Contingency plans: The following 2 stages should be considered:
9.1. Evaluation: Assess and identify the possible contingencies to which it is subject.
the service product that will be offered.
9.2. Planning: Outline the strategy(ies) and tactic of the plan that allows
overcome the contingencies presented in the previous point.
10. Conclusions and recommendations: You should write at least one conclusion and
general recommendation and at least three conclusions and recommendations
specific, must be consistent with business objectives.
In addition, add the bibliographic references in APA format at the end.
Kotler and Armstrong (2017, pp. 644 - 652). Fundamentals of Marketing. (13th Ed). Mexico: Pearson
2. Work extension: The minimum length will be 10 pages (sides) and the maximum
of 15 pages (sides).
