Writing the Marketing Plan Section of a Business Plan

August 31, 2010 by Frank Goley, Business Consultant

First Develop the Products and Services Section of the Business Plan

Developing, writing and implementing a successful Marketing Plan starts with solid Industry and Market Analysis and concludes with an implementable Marketing Strategy and Marketing Programs. A Marketing Plan is not developed and implemented independently; rather, it should be developed in close coordination with your Business Plan Products and Services Section and ultimately implemented through your Company’s Strategic Plan and Sales Plan. The Marketing Plan Section of a business plan is typically developed after the Products and Services Section of the plan have been developed. This gives the marketing plan process a head start on developing a cohesive and competitive marketing strategy and program.

What The Marketing Plan Does

§ Shows how your product and service will be marketed

§ Summarizes your Marketing Research (the actual research is contained in the Appendix)

§ Fully details your specific Target Market Segments

§ Explains and exploits your products and services Competitive Advantage

How Your Products and Services will be Positioned

The Marketing Plan explains in great detail how your products and services will be positioned in the market, all supported by detailed, believable market research. The Marketing Plan carves out your target market niches and develops effective Marketing Programs, along with a Strategic Marketing Plan.

Example Format of the Marketing Plan Section of a Business Plan

1) Industry Overview

2) Industry Distribution

3) Market Segments Description

4) Market Segment Needs

5) Market Segmentation Strategy

6) Market Trends

7) Market Growth

General Nature of the Competition

9) Customer Choice Factors

10) Product and Service Competitive Comparison

11) Competitive Analysis

12) Competitive Positioning

13) Competitive Edge

14) Marketing Strategy

15) Marketing Programs

For more information and a step by step guide on developing a Marketing Plan, see the ABC Business Consulting Business Plan Workbook.

Posted in Business Planning.

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