The Marketing Association of ANZ (MAANZ International) has a full template/workbook and notes – very low price – http://www.marketing.org.au
A business development or marketing plan is a written document of the action to be taken and all of the activities associated with implementation of the marketing mix. It outlines who is responsible for managing the specific activities in the plan and provides a timetable indicating when those activities must be performed.
There is no one, single method of preparing and presenting an organisation development plan. Much will depend on the type of market and the type of organisation.
The following shows how to develop a good plan. It can be used to develop your own variation.
We suggest that as modern marketing (consumer/buyer focused) is target market/segment specific for strategy – that the marketing plan needs to be specific to each target market. One plan won’t suffice for different markets unless you make specific sections for each different market
Marketing Programs generally comprise the following elements:
Statement of Organisational Mission/Vision Goals and Objectives
Market Research Findings
This part of the plan focuses on elements such as the target segment and the marketing mix considerations (Product, Placement Price and Promotion).
The Marketing Mix
Product Plan (The Value Offer)
Promotional (Communicating Value) Plan
Place/Placement (Distribution Plan – Delivering Value)
Sales Forecasting: Facing the Future
Marketing managers need information about the future to make today’s decisions. They need to ask: “What will be the size of the market next year?” “How large a share of the market will we have in five years?” “What changes in the market can we anticipate?” Sales forecasting is a source for answers to questions like these.
Marketing Plan Components – outline
Title Page – Title, date and authorship
Executive Summary – A very short key points synopsis. (Key strategy)
Table of contents – A detailed road map of the plan
Organisational Mission/Goals –
Reference to General Business Plan
Introduction -Situation Analysis
– Normal forecast
– Opportunities and threats
– Strengths and weaknesses
Corporate Objectives and targets – Clear statements of the (SMART) Objectives of the plan
Marketing Objectives and targets- Sales Objectives/targets for all value offering Lines
Sales Objectives for Strategically Critical Value offerings
Sales Objectives for All Distribution Channels
Sales Objectives for Sales Force
Sales Projections – Sales Projections – All Value offering Lines
Sales Projections by Geography (Division, Region, Territory)
Marketing Strategy – Target Segment Profiles for all Value offerings
Marketing Research Information
Segmentation and Targeting information
Marketing Strategy Overview – Key Performance Criteria; key points of importance in formulating strategy
Marketing Mix Strategies
Product – (Value offering) Line Marketing Strategies
Pricing – Value offering Line Pricing Objectives and Strategies
Prices and Price Changes for Value offering Lines
Channels of Distribution – Distribution Objectives and Strategies
Description of Channels of Distribution Needed
Advertising Objectives and Strategies
Advertising Media Program and Budget
Advertising Expenditures by Month by Media
Advertising Agency Information
Sales Promotion Objectives and Strategies
Sales Promotion Expenditures by Item by Month
Implementation – Action Program
Marketing Activities Timetable
– How the plan will be implemented
Marketing Budgets – How the money will be allocated.
Controls – – How will we measure and assess
– How will we make corrections?