Aqualiza

Company Name

Marketing Plan














Company Address
City, State, Zip
Phone: 123-456-7890
Fax: 123-456-7890
Email: jack@smithroe.com
Web Site: www.company.com

Contact: Jack Smith

Table of Contents

Executive Summary 4

Marketing Objectives 4
Goods or Services 4
Resources Needed 4
Projected Outcomes 4

Company Description 5Strategic Focus and Plan 5

Mission/Vision 5
Goals 5
Core Competency 6

Situation Analysis 6

Internal Focus 6
External Focus 6
Industry Analysis/Trends 7
Competitor Analysis 7
Company Analysis 7
Customer Analysis 7
SWOT Analysis Summary 7

Market – Product Focus 7

Marketing and Product Objectives 7
Target Markets 7
Points of Difference 7
Positioning 7Marketing Program 7

Product and Product Strategy 7
Price 7
Promotion 7
Place 7

Data and Projections 7

Sales Forecasting Methods Used 7
Sales Data 7
Costs 7
Financial Projections 7
Financial Information Systems Needs 7

Organization 7


Implementation Plan 7

People Required 7
Manufacturing, Financial and Other Resources Needed 7
Timing 7Evaluation and Control 7

Marketing Information Systems Needed 7
Criterion Measures with Objectives 7

Appendix A: Biographical Sketches of Key Personnel 7


Appendix B: Support Material 7


Executive Summary


The executive summary is a concise overview of the marketing plan. It is often the last section of the marketing plan written. Its purpose is to provide the reader with enoughinformation to quickly judge whether or not the plan is feasible. This section of the plan should address, with brief summary statements, items such as your marketing objectives, goods or services included in the plan, resources required and projected outcomes. Remember that the purpose of a marketing plan is to serve as an internal sales document. Take your time when developing the ExecutiveSummary: many experts consider it to be the single most important element of the marketing plan.


Marketing Objectives


In this section, briefly describe your marketing objectives. Ask yourself why is it important to market your goods or services? What do you hope to accomplish? What image does your good or service have in the eyes of the consumer? What marketing channels will you use to offeryour product? How will your current customers react to a new product offering? State your marketing objectives in a format that is measurable. Are you seeking to increase gross sales? What are your market share objectives?


Goods or Services


In this section, briefly describe your products, product lines, and services. What are you selling? Is it a good, a service, or more commonly, acombination of the two? What are the product’s benefits? What makes you think that this good or service is in needed in the marketplace?


Resources Needed


In this section, briefly describe the technological, financial and human resources needed to execute your plan. What are the costs associated with these resources? Who is responsible for covering these costs? Do you have the resources inplace or will you have to obtain them? When considering human resources, can you out-source by hiring consultants, are you re-assigning current employees, or will you need to hire new employees?


Projected Outcomes


In this section, briefly describe what the projected outcomes of your marketing efforts will be. Is there a payback period? When will your proposed marketing plan produce aprofit? Describe the type of outcomes you expect to achieve in both the short term and the long term? Essentially, you are presenting compelling evidence that your plan will work.






Company Description


In this section of the marketing plan, provide a brief overview of the company, its product lines and its overall marketing strategy. Remember that many readers of the marketing plan...