Download Marketing Plan - Franklin University

Strategic Plan
Template
Strategic Formulation
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Table Of Contents
Executive summary
Situation Analysis
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Current situation (Great Cups)
Definition of the business
 Mission
 Vision
 Objectives/Goals
 Strategies
 Policies
 Management profile
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Strategic Formulation
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Situation Analysis
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Industry Analysis
Economic
 Technological
 Political - Legal
 Sociocultural
 Task environment (Industry)
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Strategic Formulation
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Situation Analysis
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Competitive analysis / each business
Competencies (Distinctive & Core)
 Competitive advantage
 Economic indicators
 Value chain analysis
 Product life cycle
 DuPont analysis
 Strategic issues in HR/MKTG/MIS/FINA
 SWOT (TOWS)
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Strategic Formulation
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Situation Analysis
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Marketing Mix (Great Cups)
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Product/Service
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Pricing
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List price
Discounts
Place/Channel Distribution
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Variety
Quality
Channel coverage
Geographic coverage
Market penetration
Promotion
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Positioning strategy
Marketing tools
Budget
Strategic Formulation
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Target Audiences
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Demographics
Psychographics
Behavioral
Geographic
Research used
 Surveys
 Census data
 Observations
 Focus groups
 Other
Strategic Formulation
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Customer Decision Making Process
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Need/Problem Recognition
Triggers?
 Influences?
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Information Search
 Evaluation of Alternatives
 Purchase Decision Variables
 Post-Purchase Behavior
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Dissonance?
Strategic Formulation
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Customer Decision Making Process
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Research Techniques
Observation
 Interview / Intercepts
 Focus groups
 Surveys
 Other
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Implementation & Evaluation
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Marketing Plan
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Strategies
Alternative strategies
 Redefine the business
 Revised Mission, Vision, Objectives
 Market development
 Product/Service development
 Market penetration
 Integration
 Diversification
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Implementation & Evaluation
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Marketing Plan
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Tactics
Branding
 Marketing tools
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Advertising
PR
Interactive
Sales Promotion
Personal Selling
Retail
Package Design
Other
Implementation & Evaluation
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Tactics
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Implementation Plan
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Budgets
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Feedback process
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Evaluation plan
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Financial Plan
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HR Plan
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MIS Plan
Documentation
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References
Appendix
Industry research data
 Competitive research data
 Surveys
 Promotional executions
 Implementation chart
 Expense and capital budgets
 Team member assignments
 Presentation handouts/slides
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