How Marketing Plans Work

The Marketing Plan Outline

Just as you discovered if you've ever written a business plan, there are many, many variations in the format and outlines for marketing plans. Study examples you see on the Internet and from other sources, and modify this outline as you see fit. Typically, however, your written marketing plan should include the following sections:

  1. Executive Overview
  2. Market Review: Trends overview, Market segments, Target market (primary and secondary)
  3. Competitive Review
  4. Product and Business Review
  5. Strength, Weaknesses, Opportunities, Threats
  6. Goals and Objectives: Sales objectives, Marketing objectives
  7. Strategies: Positioning, Product, Pricing, Distribution, Communications/Promotion
  8. Action Plan and Implementation: Media plan, Budget, Schedule, Assignments
  9. Evaluation: Lead tracking systems, Sales reviews

We'll discuss all of these different parts in the following sections.