Marketing Plan Outline - Catanich Internet Marketing Dallas Texas USA

Marketing Plan Outline -

  • Client Center
  • Create An Account
  • Sign In
(972) 429-7947
  • Home
  • Contact Us
  • Location
  • Dallas SEO Blog
  • HOME
  • STRATEGY
  • SEARCH ENGINE OPTIMIZATION
  • PAY PER CLICK MANAGEMENT
  • LOCAL SEARCH OPTIMIZATION
  • MOBILE
  • National SEO
  • Local SEO
  • AdWords PPC
  • PFP Partners
  • Maps & Places
  • Internet Marketing
  • Marketing Plan Outline

The Strategic Marketing Plan

In most organizations, "strategic marketing planning" is an annual process that typically covers just the year ahead. To be most effective, the marketing plan has to be formalized, usually written as a Word document and defined as a "formal marketing plan". The essence of this process is that it moves from generalized information to specific information; from the overall corporate objectives down to the individual department action plans or a part of one marketing program. It is also an interactive and collaborative process, so that the draft output of each stage is gathered, checked and reviewed to see what impact it has on the earlier stages - and then amended accordingly.

At Catanich, we recommend that this plan cover a full two years ahead, updated quarterly and lay the foundation for the Internet Marketing Calendar to be covered later. Like scheduling Trade Shows two years in advanced, you will find that the Search Engines (Google) will have a major affect on the Internet Marketing Calendar. Specifically, their web page "Indexing" schedule and how that will have an affect between a "new product introduction" vs. SE's web site indexing schedule (or what we call a "randomized delay").

The following is a Sample Marketing Plan that we give to our clients and help them fill out. It lays the foundation for furture decisions to be made and helps out with the question, "How does our 'brick & morter' marketing plan integrate with our new 'internet' marketing plan?"

"Or will it conflict?"

Question: Who will get credit for the sale? The web site, the shopping cart, Ebay, Outside Sales, Inside Sales, Technical Support, etc.?


Title

Name of company, date, contact information, etc.

Table of Contents

Executive Summary

A high-level summary of the marketing plan.

  • The Challenge
  • Company Analysis
  • Competitor Analysis

The Challenge

Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.

Situation Analysis

Company Analysis

  • Goals
  • Focus
  • Culture
  • Strengths
  • Weaknesses
  • Market share

Customer Analysis

  • Number
  • Type
  • Value drivers
  • Decision process
  • Concentration of customer base for particular products

Competitor Analysis

  • Market position
  • Strengths
  • Weaknesses
  • Market shares

Collaborators

  • Subsidiaries
  • joint ventures
  • distributors
  • vendors

Climate

Macro-environmental PEST analysis

  • Political and legal environment
  • Economic environment
  • Social and cultural environment
  • Technological environment

SWOT Analysis

A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:

  • The firm's internal attributes can be classed as strengths and weaknesses.
  • The external environment presents opportunities and threats.

Market Segmentation

Present a description of the market segmentation as follows:

Segment 1

  • Description
  • Percent of sales
  • What they want
  • How they use product
  • Support requirements
  • How to reach them
  • Price sensitivity

Segment 2

  • Description
  • Percent of sales
  • What they want
...

Segment N

Alternative Marketing Strategies

List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.

Selected Marketing Strategy

Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.

Product

The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include:

  • Brand name
  • Quality
  • Scope of product line
  • Warranty
  • Packaging

Price

Discuss pricing strategy, expected volume, and decisions for the following pricing variables.

  • List price
  • Discounts
  • Bundling
  • Payment terms and financing options
  • Leasing options

Distribution (Locations)

Decision variables include:

  • Distribution channels, such as direct, retail, distributors & intermediates
  • Motivating the channel - for example, distributor margins
  • Criteria for evaluating distributors
  • Locations
  • Logistics, including transportation, warehousing, and order fulfillment

Promotion

  • Advertising, including which media, with whom, and how much.
  • Public relations
  • Promotional programs
  • Budget; determine break-even point for any additional spending
  • Projected results of the promotional programs

Short & Long-Term Projections

The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.

Conclusion

Summarize all of the above.

Exhibits

Calculations of market size, commissions, profit margins, break-even analyses, etc.

SEO Dallas Services

  • Client Center

Research & Strategy

  • Business Analysis
    • Business Plan Outline
    • Marketing Plan Outline
    • Internet Marketing Plan
  • Competitive Analysis
  • Keyword Analysis
  • Site Evaluation
  • Strategy & Budgeting

SEO Management

  • Where To Start Tips
  • On Page Optimization
  • Off-Page SEO Tips
  • Site Content Enhancement
  • Link Popularity Enhancement
  • Local Search Marketing

Local Management

  • Ranking Analysis
  • Site Overview Analysis
  • Search Term Analysis
  • User Navigation Analysis
  • Site Conversion Enhancement

PPC Management

  • Keyword Targeting
  • Ad Development
  • Landing Page Design
  • Bid Management
  • Conversion Tracking
  • AdWords Click-To-Call

Tracking & Improving

  • Ranking Analysis
  • Site Overview Analysis
  • Search Term Analysis
  • User Navigation Analysis
  • Site Conversion Enhancement

Webmaster Services

  • Google Analytics Setup
  • Webmaster Tools Setup
    • Google Webmaster Tools
    • Bing Webmaster Tools
    • Yahoo Webmaster Tools
  • Sitemap Creation
    • XML Sitemap Creation
    • HTML Sitemap Creation
  • Robots.txt Creation
  • Robots.txt Submission
  • Ping Service Submission
    • Ping Service Submission
    • Google Ping Service Submission
    • Bing Ping Service Submission
    • Yahoo Ping Service Submission
  • Site Submissions
    • Google Submissions
    • Ask Submissions
    • Bing Submissions
    • Yahoo Submissions

Link Management

  • Anchor Text Specification
  • Link Building Tactics
    • Categories
    • Anchor Text Rotation
    • Deep Link Building
    • Distributed Link Building
  • Site Submission
    • Directory Submission
    • Article Submission
    • Social Bookmarking
    • Blog Directories
    • Classified Listing
    • Press Release Submission
    • Specialty Directories
  • Our Linking Results

Help, Tips, Search

  • Site Search

Our Other Sites

  • Mobile
  • Jim Catanich Photo Collection
  • SEO Dallas Tips
  • Google Profile
Marketing Plan Outline
In today's very competitive internet market, a strategy that insures a consistent approach to offering products or services that will outsell the competition is critical.

However, in concert with defining the 'marketing strategy', you must also have a well defined methodology or plan for the day to day process of implementing it.

It is of little value to have a strategy if you lack the expertise or resources to implement it.
We were stuck with excessive inventory and Jim used AdWords Pay-Per-Click to sell off that inventory.
Bill E.
Marketing Plan Outline - Going that extra step at Catanich Internet Marketing
LOOKING FOR A PARTNER?

At Catanich, we put the pieces together with proven strategies and leverage the latest technologies to deliver unmatched online solutions.

We go the extra step with you! Check out our joint marketing projects we've done.

Marketing Plan Outline
We respect your privacy
Get Information on Facebook about Follow Catanich Internet Marketing on Twitter b

Other Services

  • Internet Marketing Consulting
  • Web Site Optimization
  • SEO Training
  • Search Engine Submission
  • YouTube Search
  • Dallas Photography
  • Article Writing
  • Video Production Services
  • Professional Videography
  • Alex S. Talis

About Us

  • Additional Services
  • Business Consulting
  • Internet Marketing Services
  • Pricing
  • About Jim Catanich
  • Internet Consultant
  • Commercial Photographer
  • Dallas Photographer
  • Freelance Writer

Contact Us

  • Contact Us
  • Comments
  • About Us
  • Our Company
  • Why Catanich
  • Help - Marketing Plan Outline
  • Site Maps
  • Search Our Site

Policies

  • Terms of Use
  • Terms of Sale
  • Privacy Statement
  • Cookies
  • Internet Marketing on Facebook
  • Tweets about Marketing Plan Outline

Resources

  • Can you take the heat?
  • Dinner With Jim
  • Turkey Recipe w/ Popcorn Stuffing
  • Winter Gallery
  • Sod Dallas TX
  • Mobile
  • Jim Catanich Photo Collection
  • SEO Dallas Tips
  • Ping Services
  • Printer Parts
Copyright © 1997 - 2012   Catanich Internet Marketing - All rights reserved
2121 Highland Dr. Suite 121 Wylie, TX    Phone: 972-429-7947
Google+