A marketing plan is one component of a business plan. Marketing plans contain information about a company's products and/or services and discuss how potential customers will be identified and how the company's products and/or services will be marketed to them.
Putting together a marketing plan is a time-intensive process that involves conducting a great deal of research using a variety of different resources and then synthesizing that research into one cohesive document that provides a detailed discussion of a company's target market, its competitors, industry trends, etc.
Below is a list of some of the elements generally included in a marketing plan, as well as -- for some of the elements -- suggestions on where to find more information regarding that element.
A brief synopsis of the marketing plan that provides highlights about a company's offerings and marketing strategies
Presents pertinent information about a company. Commonly included sections include:
includes information about market trends and dynamics, as well as about the target market and the competitive environment. Commonly included sections are:
Provides measurable information about how a company will meet its objectives and the time frame in which it will do this
Provides detailed information about a company's projected financial situation
Explains how a company's marketing plan will be implemented and what measures the company could in place in order to handle unexpected events
The print books, ebooks, and websites listed below are good sources of additional information about marketing plans and the various elements that make up such plans.