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, e-books, and websites listed below are good sources of additional information about marketing plans and the various elements that make up such plans.