Tactical Marketing Plans

Tactical Marketing Plans
PSU BA 316

Market Structure: This defines the market[s] in which we do business. Include the market location [neighborhood, city, state, national, international], marketsize, market trends and any other pertinent information about the market.

Competitive Analysis: This includes all information available about significant competitors, by each business market of thecompany. [Different product groups could also have a different competitive set.] Competitors include private label/private brands. Competitive substitutes should also be included. Includecompetitors’ strategies [pricing, advertising, marketing, promotion] and tactics [as best can be determined], product line, [including new products/discontinued products], sales in units and dollars, margins byproduct line [for the company and their distributors, if applicable], plant locations, distribution methods and location, share data, trend data, financial information [including trends/significantchanges], customer information, organization structure [especially type and location of sales force], and management changes. If nothing else, competitors’ distinctive competencies should be included.This section could also include a SWOT analysis of each competitor [Strengths, Weaknesses, Opportunities and Threats]. New competitors entering the market or old ones leaving should also be discussed.Target Markets/Target Consumers: This describes characteristics of each of the markets served by the company. The markets include consumers [if applicable] and all appropriate middlemen, such asretailers, distributors, re-distributors, jobbers, etc. It could include demographic and other appropriate profiles. Sources could be marketing surveys, published studies, or sales feed-back.Product/Service Line: This includes a description of the current product line or services offered, by business group, and plans for new line extensions and product elimination, with appropriate rationale...