Part 3: Marketing Plan
Contents of a marketing plan - EXCERCISE M2
Executiv summary Presents a brief overview of the plan.
Market analysis Includes the market information gathered during the market research process
(description of target market, competitors, regulatory environment, macro environment).
Market objectives Sales volumes, sales values and market share goals for the next five years. Can be divided
by región, client or product line.
Product definition Analysis of where the company’s product is positioned with respect to the capabilities of
competitive offerings.
Pricing strategy Determination of a strategy best suited for target markets.
Promotional strategy Description of the promotional elements that will be used.
Distribution system Description of the distribution channels and their roles and responsibilities.
Budgets The financial implications of executing the marketing plan.
Time line and
performance criteria A listing of priority actions, including what will be done, who will be responsible for each
task, the time frame of the tasks and how much each will cost. Includes a procedure for
follow-up and evaluation.
Export Platforms | Module 3: Assessing Export Opportunities
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