Marketing Plan

Industrial Marketing Plan Template

Executive Summary

Summary

Table of Contents

Current Situation

Market Situation

Market Size (units, dollars, shares) over past years

Typical growth

Market and Geographical segments

Industrial segments

Customer needs and perceptions

Buying behaviour trends

Product Situation

Sales

Prices

Contribution margins & net profits

.....past years.............table

Benefits: why do customers buy this product ?

Competitive situation

Major Competitors identified

Size of each competitor

Goals

Market Share

Product Quality

Marketing strategies

Distribution Situation

Largest customers

Now

In 2 y / 5 y

Why customers buy from us

Supply Chain Maps

Suppliers à Manufacturer (us) à customers

Critical planning information

Inventory Holdings along the supply chain

Macroenvironment Situation

Broad trends

Demographic

Economic

Technological

Political / Legal

Social / Cultural

Opportunity and Issue Analysis

Opportunities and Threats facing the business

List of Opportunities.........brainstorm, affinity, pareto

List of Threats

Analysis: what can a given opportunity be developed to ?

Priority!!! What do we really need to take advantage of?

What risk does a given threat pose to this market ?

Ranking...which ones do we really need to worry about ?

What do our customers think of us in this business?

Strengths