Download PDF Sample Marketing Plan Template

<strong>Sample</strong> <strong>Marketing</strong> <strong>Plan</strong> <strong>Template</strong> by Entrepreneur Media SA (Pty Ltd)<br />

For marketing advice, visit: http://www.entrepreneurmag.co.za/category/advice/marketing/ <br />

<strong>Sample</strong> marketing plan template<br />

Table of Contents <br />

1) Executive summary Page # <br />

2) Situation analysis Page # <br />

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3) <strong>Marketing</strong> strategy Page # <br />

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4) Financials Page # <br />

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5) Implementation and Contingency Page # <br />

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http://www.entrepreneurmag.co.za/ 1

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<strong>Sample</strong> <strong>Marketing</strong> <strong>Plan</strong> <strong>Template</strong> by Entrepreneur Media SA (Pty Ltd)<br />

For marketing advice, visit: http://www.entrepreneurmag.co.za/category/advice/marketing/ <br />

Executive Summary <br />

In half a page or less summarise the most important aspects of the business. Cover aspects of who <br />

the company is and what it is about, including unique aspects. Briefly describe the company’s <br />

history. <br />

In a new paragraph describe the company’s mission, vision and its goals (including financial and non-­financial).<br />

You may also choose to include a paragraph about core competencies. <br />

http://www.entrepreneurmag.co.za/ 2

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<strong>Sample</strong> <strong>Marketing</strong> <strong>Plan</strong> <strong>Template</strong> by Entrepreneur Media SA (Pty Ltd)<br />

For marketing advice, visit: http://www.entrepreneurmag.co.za/category/advice/marketing/ <br />

Situation analysis <br />

This section is comprised of several components. Before each component is broken down in detail, <br />

provide a general situational context: e.g. Company X is in its second year of operation in the <br />

mechanical industry, providing solutions in x, y and z. Key things to mention about the company are <br />

the ‘what’, and ‘how’. <br />

a. Market summary <br />

In approximately two pages describe who your most important customers are: Describe the <br />

market demographic, their needs, trends, growth, and sensitivities (including likes and <br />

dislikes). <br />

b. SWOT analysis <br />

In one page, break down the company’s <br />

• Strengths <br />

• Weaknesses <br />

• Opportunities <br />

• Threats <br />

c. Competition <br />

In between half to one page, describe your competition: Who are they? What is their <br />

offering? What do they do better than you? How are they a threat to your business? <br />

d. Services <br />

What are the primary services or products offered by your company? <br />

e. Keys to success <br />

What distinguishes your business from the competition? List points for what needs to be <br />

done to stand above competition and stand out in the market? Are there critical issues that <br />

need to be addressed in order to achieve success? <br />

http://www.entrepreneurmag.co.za/ 3

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<strong>Sample</strong> <strong>Marketing</strong> <strong>Plan</strong> <strong>Template</strong> by Entrepreneur Media SA (Pty Ltd)<br />

For marketing advice, visit: http://www.entrepreneurmag.co.za/category/advice/marketing/ <br />

<strong>Marketing</strong> strategy <br />

In a paragraph describe the company’s mission, marketing objectives and financial objectives. <br />

a. Target market <br />

Detail market demographic including their needs, trends and growth <br />

b. Positioning <br />

Where are you in the market and where do you intend going? <br />

c. <strong>Marketing</strong> mix <br />

Detail the proposed marketing mix through: <br />

• Product strategy <br />

• Distribution strategy <br />

• Promotional strategy <br />

• Pricing strategy <br />

• Market research <br />

http://www.entrepreneurmag.co.za/ 4

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<strong>Sample</strong> <strong>Marketing</strong> <strong>Plan</strong> <strong>Template</strong> by Entrepreneur Media SA (Pty Ltd)<br />

For marketing advice, visit: http://www.entrepreneurmag.co.za/category/advice/marketing/ <br />

Financials <br />

Describe the company’s budget, schedule and monitoring. Then in greater detail describe: <br />

a. Break-­‐even analysis <br />

b. Sales forecasts <br />

including a breakdown by partner, segment and region if applicable <br />

c. Expense Forecast <br />

including a breakdown by partner, segment and region if applicable <br />

d. Linking expenses to strategy and tactics <br />

e. Contribution to margins <br />

http://www.entrepreneurmag.co.za/ 5

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<strong>Sample</strong> <strong>Marketing</strong> <strong>Plan</strong> <strong>Template</strong> by Entrepreneur Media SA (Pty Ltd)<br />

For marketing advice, visit: http://www.entrepreneurmag.co.za/category/advice/marketing/ <br />

Controls & implementation <br />

What is the purpose of the marketing plan and consequently what areas will you be monitoring? <br />

Eg: <br />

a. Customer acquisition cost <br />

b. Repeat customers <br />

c. Customer satisfaction <br />

Implementation involves setting and following milestones through a specified time frame and <br />

anticipating difficulties and risks with contingency plans. <br />

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