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Marketing Plan Template

Executive Summary

A summary of the entire marketing plan, including details of the current situation, the goals, budget, and selected marketing strategy.

Background Situation

a) Company Analysis

Include details of the marketing performance of the company (sales and market share figures), and the financial performance (total profits, gross and net margins, return on capital employed, and cash flow).

Give a brief history of the company, and mention the strengths and weaknesses of the business.

b) Customer Analysis

Give details of the size of the market, different types of customers, and how the decision process is made.

c) Competitor Analysis

The current market position, strengths, weaknesses, and market share for each of the competitors in the industry.

d)Partnerships and Agreements

Joint ventures, subsidiaries, and any distribution agreements.

e)PESTLE Analysis

  • i. Political Environment
  • ii. Economic Environment
  • iii. Social and Cultural Environment
  • iv. Technological Environment
  • v. Legal Environment
  • vi. Environmental Environment

f)SWOT Analysis

  • i. Strengths
  • ii. Weaknesses
  • iii. Opportunities
  • iv. Threats


a) Marketing Objectives

There should be a clear sales goal and a projected market share figure should be specified.

Sometimes you may also wish to set intermediate goals such as satisfaction score, repurchase rates, and awareness levels.

b) Financial Objectives

Projected future profits, return on investment and cash flow should all be forecasted.

Breaking the above figures down into efficiency denominators such as gross margin, return on sales, and stock turnover is also useful.

Marketing Strategy

a)Target Market Segments

Identify which types of customers your business is going to target. Refer to the segmentation in the Customer Analysis section and give reasons for why you’ve chosen to target certain customer segments.

b) Differential Advantage

Explain what makes your company’s proposition different to those of competitors, presenting details of why target customers will choose to purchase your product or service.

c) Marketing Mix

  • i. Product
  • ii. Price
  • iii. Promotion
  • iv. Distribution
  • v. Services
  • vi. Staff

Alternative Marketing Strategies

Whilst this section is not always considered essential in a marketing plan it is an excellent way of illustrating the thought process that you went through, as well as helping the reader to understand why you’ve chosen your selected marketing strategy.


Specify all the details of implementation, including when decisions will be taken and tasks completed, who is responsible for each decision and task, and what the various costs will be.


The final stage of a marketing plan is to draw up the budget. Include details of the revenues, expenditures, profits and cash flows over the planning period.