What is marketing plan?

你同我做緊ｇｅ野好似
１．ES
簡單將成份ｐｒｏｊｅｃｔ的重點講出。同ｉｎｔｒｏ有分別，因為ｉｎｔｒｏ只是交代一開頭的事情。例如：ES ~This project is to discuss the success of HKDisneyland, since it is backed up by an int'l company...........但係intro係講現時的情況，例如：The HKDisneyland is now facing growth in the no. of visitors due to.....

Table of content (目錄）
將你份ｐｒｏｊｅｃｔ入面每一個大ｐｏｉｎｔ　寫出黎。

２．Current mkt situation
而時你做緊那間公司的市場情況，take disney as an example
Disney now is suffering from the loss of visitors due to the Ocean park which providing special festival themed parties. In this situation, it may loss sales by 20% within 1yr, ......

3. SWOT
S~Strengthen
佢有咩強項
eg., Disney is enjoying the economic of scale since it had already built up market share and benifits

W~Weaknesses
弱項
eg. Since the HKDisney is smaller than the Japan Disneyland, so it loss its competative advantage.

O~Opportunity機會
Since the HK Government is giving a large support for the HK Disneyland, it can expand their park size without paying a large amount of rental fee, it helps them to explore more customer due to more games.

T~Threat危機
Since the Ocean park has started their expension construction. It will enlarge its size by 50% in the coming several years, Disney is facing the threat that OP is becoming its biggest competitor and affecting their sales.

4. Objective 目標
例如你做呢份ｐｒｏｊｅｃｔ目的係咩野，呢個目標要係短期，因為長期的目標叫做ｇｏａｌ。例如 The objective of this project is to find out the reason why Disney is getting a rapid decline in sales

5. Mkt Strategy~ 4P
Price, promition, place and product
Price~ how to set a price for its product
Promotion~in what way can your product be promoted, eg TV, magazine (remember should focus to ur target market)
Place~eg. ur target market is university students, then ur place should choose inside Uni campus or the area near to UNI
Product~produce what kind of product for our target market. if ur target mkt is uni students, u can produce electronic dictionary, or notebook computers

Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years.

A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.

There are many formats for marketings plans and every company does it a little differently, but the outline that follows is a very complete format. Using this format will produce a 30 to 40 page plan. Many companies prefer an abridged format that would yield a 10 to 20 page plan.

Title page
1) Executive Summary
Current Situation - Macroenvironment
economy
legal
government
technology
ecological
sociocultural
supply chain
2) Current Situation - Market Analysis
market definition
market size
market segmentation
industry structure and strategic groupings
Porter 5 forces analysis
competition and market share
competitors' strengths and weaknesses
market trends
3) Current Situation - Consumer Analysis
nature of the buying decision
participants
demographics
psychographics
buyer motivation and expectations
loyalty segments
4) Current Situation - Internal
company resources
financial
people
time
skills
objectives
mission statement and vision statement
corporate objectives
financial objective
marketing objectives
long term objectives
corporate culture
5) Summary of Situation Analysis
external threats
external opportunities
internal strengths
internal weaknesses
key success factors in the industry
our sustainable competitive advantage
Marketing research
information requirements
research methodology
research results
Marketing Strategy - Product
product mix
product strengths and weaknesses
perceptual mapping
product life cycle management and new product development
Brand name, brand image, and brand equity
the augmented product
product portfolio analysis
B.C.G. Analysis
contribution margin analysis
G.E. Multi Factoral analysis
Quality Function Deployment
6) Marketing Strategy - Market share objectives
by products,
by customer segments,
by geographical markets
7) Marketing Strategy - Price
pricing objectives
pricing method (eg.: cost plus, demand based, or competitor indexing)
pricing strategy (eg.: skimming, or penetration)
discounts and allowances
price elasticity and customer sensitivity
price zoning
break even analysis at various prices
8) Marketing Strategy - promotion
promotional goals
promotional mix
advertising reach, frequency, flights, theme, and media
sales force requirements, techniques, and management
sales promotion
publicity and public relations
electronic promotion (eg.: Web, or telephone)
9) Marketing Strategy - Distribution
geographical coverage
distribution channels
physical distribution and logistics
electronic distribution
Implementation
personnel requirements
assign responsibilities
give incentives
training on selling methods
financial requirements
management information systems requirements
month-by-month agenda
PERT or critical path analysis
monitoring results and benchmarks
adjustment mechanism
contingencies (What if's)
10) Financial Summary
assumptions
pro-forma monthly income statement
contribution margin analysis
breakeven analysis
Monte Carlo method
ISI: Internet Strategic Intelligence
Scenarios
Prediction of Future Scenarios
Plan of Action for each Scenario
Appendix
pictures and specifications of the new product
results from research already completed