Strategic Marketing Plan Template (Word DOC)

This strategic marketing plan template is used by a major consulting firm to develop marketing plan for its clients.

1. EXECUTIVE SUMMARY
2. INTRODUCTION
3. COMPANY BACKGROUND
—— Vision Statement
—— Actions and Key Performance Indicators
4. INDUSTRY ANALYSIS
—— Customers
—— Suppliers
—— Barriers to Entry and Regulations
—— Industry Rivalry
—— Substitute Products and Services
—— Actions and Key Performance Indicators
5. PRODUCTS AND SERVICES
—— Product and Service Differentiation
—— Sales History
—— Product Development History
—— Product Development Facilities
—— Product Improvement and Development Strategies
—— Actions and Key Performance Indicators
6. MARKET ANALYSIS
—— Customer Analysis
—— Market Analysis
—— Actions and Key Performance Indicators
7. DIAGNOSTIC SWOT ANALYSIS
—— Strengths
—— Weaknesses
—— Opportunities
—— Threats
—— Sustainable Competitive Advantage
—— Market Research
—— Actions and Key Performance Indicators
8. TARGET MARKET SELECTION
—— Existing Target Markets
—— Potential Target Markets
—— Actions and Key Performance Indicators
9. STRATEGY DEVELOPMENT
—— Target Markets
—— Market Entry Strategy
—— Customer Service
—— Marketing Mix
—— Actions and Key Performance Indicators
10. HISTORICAL PERFORMANCE
—— Budgets and Projections
—— Actions and Key Performance Indicators
11. MARKETING STRATEGY
—— Overall Marketing Strategy
—— Executive Summary
—— Business Mission
—— Business Vision
—— Situation Analysis
—— Basis for Market Growth
—— Marketing Objectives
—— Strategies
—— Advertising and Promotion
—— Pricing Strategy
—— Marketing Budget
—— Sales Tactics and Distribution
—— Service/Warranties and Guarantee Policies
—— Actions and Key Performance Indicators
—— Control and Review
12. APPENDIX 1
—— Appendix 1
13. APPENDIX 2
—— KPI Action Plan
14. APPENDIX 3
—— Marketing Activity Schedule
—— Marketing Activity Schedule