Hosfeld & Associates' Outline of a Marketing Plan

Hosfeld & Associates follows this format in the creation of marketing plans for its clients:

Executive Summary

As the name suggests, this is a summary of the contents of the plan.

Situation Analysis

A statement of the situation facing the company at this time and the relevant factors - this is comprised of the relevant factors in these areas:

Market Situation: In this section we summarize an analysis of market demand for your products or services. We review any relevant factors affecting demand.

Customer Situation: In this section we summarize the demographic profile and trends affecting your target customer. Actual customer research studies will be compiled in the Appendix for reference.

Competitive Situation: In this section we summarize key findings about competitors. We will compile detailed supporting information in the Appendix.

Company Situation: In this section we summarize the company's situation including an analysis of strengths to emphasize and weaknesses of which we should be aware.

Business and Marketing Objectives: In this section, we summarize the company's objectives for the marketing effort. This sets up an if-then context for the rest of the document i.e. "If these are the objectives, then we plan the following actions to achieve those objectives."

Key Issues: In this section we summarize the key issues affecting the marketing effort for the company. This section helps sets priorities by highlighting umbrella issues that can impact many different marketing elements.

Target Markets: In this section we will summarize the target customers for your products This will include a discussion of their demographic profiles and how we will find them.

Marketing Strategies

Product: In this section we summarize the overall product or service strategy and how it addresses competitive forces in the marketplace.

Price: In this section we summarize your pricing strategies and how they address the competitive issues the company faces.

Promotion: In this section we summarize the brand and overall promotional strategies and how they address competitive issues in the market. A detailed promotional action plan will appear later in the document.

Distribution/Sales: In this section we summarize the overall sales strategies, and address various approaches that will be used by product type.

Research: In this section we identify any intended research efforts that may help give you strategic advantage.

Implementation Plan: In this section we detail a 12 to 18 month action plan that will include the activities appropriate to the client. These may include:

Advertising
Newspaper, magazine
TV, Radio
Outdoor, transit
Customer follow-up
Customer satisfaction
Direct mail
Market and competitive research
Media relations, media events
Consumer
Public affairs (social, environmental issues, etc.)
Publicity, public relations
Web site and email
Special events

Marketing Budget: Budget for action plan described above.