Business Resources >>
Menu >>
Business Plan Resources ::  The Essential Contents of a Marketing Plan
Excerpt from On Target: The Book on Marketing Plans
by Tim Berry and Doug Wilson


Every marketing plan has to fit the needs and situation. Even so, there are standard components you just can't do without. A marketing plan should always have a situation analysis, marketing strategy, sales forecast, and expense budget.
  • Situation Analysis: Normally this will include a market analysis, a SWOT analysis (strengths, weaknesses, opportunities, and threats), and a competitive analysis. The market analysis will include market forecast, segmentation, customer information, and market needs analysis.

  • Marketing Strategy: This should include at least a mission statement, objectives, and focused strategy including market segment focus and product positioning.

  • Sales Forecast: This would include enough detail to track sales month by month and follow up on plan-vs.-actualanalysis. Normally a plan will also include specific sales by product, by region or market segment, by channels, by manager responsibilities, and other elements. The forecast alone is a bare minimum.


  • Expense Budget: This ought to include enough detail to track expenses month by month and follow up on plan-vs.-actual analysis. Normally a plan will also include specific sales tactics, programs, management responsibilities, promotion, and other elements. The expense budget is a bare minimum.
Are They Enough?

These minimum requirements above are not the ideal, just the minimum. In most cases you'll begin a marketing plan with an Executive Summary, and you'll also follow those essentials just described with a review of organizational impact, risks and contingencies, and pending issues.

Include a Specific Action Plan 

You should also remember that planning is about the results, not the plan itself. A marketing plan must be measured by the results it produces. The implementation of your plan is much more important than its brilliant ideas or massive market research. You can influence implementation by building a plan full of specific, measurable and concrete plans that can be tracked and followed up. Plan-vs.-actual analysis is critical to the eventual results, and you should build it into your plan.Source: bplans.com


Business Plan Resources
  1. Business Plan Pro
  2. Business Plan Pro Premier
  3. Marketing Pro
Business Plan Articles
  1. Business Plan Basics
  2. Gathering Information For Your Plan
  3. Business Plan Maintenance
  4. Business Plan Mistakes
  5. Design Your Plan To Fit Your Business
  6. Do I Need A Business Plan?
  7. The Essential Contents of a Marketing Plan
  8. Public Relations Marketing
Business Highlights >>
Business Resources >>
Business Plan Pro