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[Product]
[Company]
[1234 State Street]
[Yourcity, USA 55555]
[[800] 555-5555]
CONFIDENTIAL
[Substitute your Business Name, Company Information, etc. on this page to create
the appropriate Cover Sheet for your marketing plan.]
TIP: Use CTRL-H and replace [Company] with the name of your company to
quickly update the company name throughout the marketing plan
2
[Company] – Marketing Plan
This Marketing Plan [the “MP”] contains certain information regarding the current and planned
operations and business of [Company], (“[Company]” or the “Company”), including information
regarding the projected financial performance of the Company. This Marketing Plan has been
provided to the recipient solely for the purpose of assisting with the implementation of this
marketing plan in accordance with procedures established by the Company. The information in
this plan should be considered proprietary information and confidential.
By accepting a copy of this Marketing Plan, the recipient hereby agrees, among other things,
to keep the information contained herein and the existence of this Marketing Plan confidential
and to restrict the use of any information contained herein to those people within the
recipient’s organization or its designated representatives who have been informed of the
confidential nature of such information and who need to have such information in connection
with the organization’s evaluation of the Company. This information should not be shared
without the express written permission of the Company.
This Marketing Plan has been prepared by [Company] on the basis of internally prepared
information, as well as information from public and private sources, including trade and statistical
sources commonly used in the industry. The Company makes no warranty or representation,
express or implied, as to the accuracy or completeness of either the material contained herein or
any other written or oral information provided by the Company to the recipient, and no liability
shall attach thereto.
Nothing contained in this Marketing Plan is, or should be relied on as, a promise or
representation as to the future. The projected financial information contained herein was
prepared expressly for use herein and is based upon the stated assumptions and the Company’s
analysis of information available at the time that this Marketing Plan was prepared. There is no
representation, warranty, or other assurance that any of the projections set forth herein will be
realized. .
Any questions regarding the Company should be directed to the following representatives named
below.
[Company]
[Street Address]
[City, State, ZIP Code]
3
[Company] – Marketing Plan
Executive Summary
[Company] is a [brief description of your company]. It operates in the competitive
[industry] market and has been able to differentiate itself from its competition by
[describe your competitive advantage].
The research we have conducted has indicated that there are opportunities for
our company to exploit its strengths by [describe market opportunities from your
SWOT analysis]. [Company] will take advantage of these opportunities by
[describe your strategy for taking advantage of this opportunity].
The objectives for this marketing plan are [objective 1], [objective 2], and
[objective 3]. This marketing plan outlines the reasoning behind selecting these
objectives and the strategies that will be implemented for meeting them.
4
[Company] – Marketing Plan
Table of Contents
I. Situation Analysis..............................................................................6
Product & Service Analysis...........................................................6
Market Analysis.............................................................................7
Distribution Network Analysis.....................................................11
Competitive Analysis..................................................................11
Current Financial Situation.........................................................13
Historical Results........................................................................14
Macroenvironment......................................................................15
II. Threats and Opportunities (SWOT) Analysis.....................................16
Internal Strengths and Weaknesses...........................................16
Outside Opportunities and Threats.............................................16
SWOT Action Plan.......................................................................17
Financial Objectives....................................................................18
Marketing Objectives..................................................................18
Critical Issues..............................................................................19
IV. Marketing Strategy..........................................................................20
Target Marketing........................................................................20
Positioning..................................................................................20
Marketing Strategies & Tactics...................................................21
Marketing Mix.............................................................................24
Marketing Research....................................................................25
Milestones...................................................................................27
Marketing Organization..............................................................27
VI. Financials, Budgets, and Forecasts.................................................29
Break-even Analysis...................................................................29
Sales Forecast.............................................................................29
Marketing Budget Forecast.........................................................31
Sales vs. Expense Summary.......................................................32
VII. Controls..........................................................................................33
Performance Monitoring.............................................................33
Contingency Planning.................................................................33
Appendix A: Year 1 Marketing Budget..................................................34
[To Update Table of Contents: Right Click with your mouse and select “Update
Table.” If you add any headings, you will need to set them as either ‘Heading 1’
or ‘Heading 2’ using ‘Styles’ for them to be included in this table. Styles is found
in the ‘Format’ menu under ‘Styles and Formatting’]
5
[Company] – Marketing Plan
I. Situation Analysis
[Company] is a [type of organization] that has been in operation for ## years in
the [industry type] industry. The company’s main focus is to [briefly describe the
types of products or services that your organization provides] for customers.
Currently, the company holds about ##% market share in the [location] [industry]
market.
The following Situation Analysis will describe the current conditions surrounding
[Company] and its products. It includes detailed information on the company’s
products and services, an analysis of the market, an evaluation of [Company]’s
competitors and distributors, historical results of marketing efforts, an industry
financial analysis, and macroenvironment information.
[Company] currently offers [list product and/or services your company offers] to
customers in its target market. Our core [product/service] is [core
product/service]. This [product/service] meets the needs of our market by
[discuss in one or two sentences how your core product meets the needs of your
target market]. Most consumers purchase our products and services through
[mention your product's main distribution method].
[Product] is sold to distributors for $##.## and the suggested retail value of the
product is $##.##. Typically, we offer distributors incentives such as [incentive
1], [incentive 2], and [incentive 3]. Purchase incentives are also offered to
consumers, including [incentive 1], [incentive 2], and [incentive 3]. Last year
annual sales for [product name] were $##.## with a gross margin of ##%.
The company also offers a few supplemental products and services associated
with our core product. These products, along with their annual sales, prices, and
gross margin, are shown in the following chart:
6
[Company] – Marketing Plan
[Describe the situation with your product mix and how these products are
meeting your customer’s needs].
Our products give us a competitive edge because [describe any advantages that
your products have over your competitors' products].
Market Analysis
Target Market
[Name of Market]
This chart demonstrates the size of each of these segments in relation to the
entire target market. This information is based on [source of information on size
of each segment].
7
[Company] – Marketing Plan
Market Segments
Segment 5 Segment 1
Segment 4 Segment 2
Segment 3
Double-click on the graph to make changes to the values and names. Don’t
forget to save your marketing plan frequently!!!
Market Demographics
Geographics
• The immediate market for [Company] is located in the [geographic area]
area. The population of this geographic market is ##
• Our products and services are needed in a ##-mile geographic area
• We estimate that the total targeted area’s population is ##
• The target market lives in the following ZIP Codes: [ZIP Codes]
• [Include any other important points related to the geographic area where
your product/service will be marketed]
Demographics
Our market consists mainly of [consumer/business/consumers and businesses]
customers. Based on our marketing research, these are the demographics of
our target market:
[For Consumers – Remove if not targeting consumers]
• [Gender]
• [Marital Status]
• Age range of ## to ##. Median age of ##.
• [Family Size, Children?]
• [Education Level]
• [Income Level]
• [Homeowner? Include the value of the home.]
8
[Company] – Marketing Plan
• [Occupation]
• [Include any other important demographics of the market to which your
product/service will be marketed]
[For Business – Remove if not targeting businesses]
• [Industry Type or SIC/NAICS Code]
• [Company Size]
• [Job Titles/Departments]
• [Annual Revenues]
• [Include any other important demographics of the market to which your
product/service will be marketed]
Psychographics
The psychographics of our target market describe what makes our customers
want to purchase our [product/service].
• [Hobbies related to your product that interest your target market]
• [Describe the spending patterns of your target market]
• [Emotional aspects that would make your target market want to purchase
your product. Why do they or will they like your product?]
• [Social class or status]
• [Who is the decision maker with your target market?]
• [What would motivate your market to purchase your product?]
• [Values and attitudes of your market that would influence their purchase
decision]
• [Is your target market brand conscious?]
• [How does your target market perceive itself?]
• [What is important to people in your target market?]
• [What types of advertising is your target market likely to see? Do they
listen to the radio, use e-mail, watch certain television programs, etc.?]
• [How do consumers perceive your product?]
• [Include any important points related to psychographics of the market to
whom your product/service will be marketed. Psychographics profile what
makes your target market want to buy your product]
Behaviors
The following behaviors are typical of our target market.
• [Behavior 1]
• [Behavior 2]
• [Behavior 3]
• [Behavior 4]
• [Include any behaviors that are important to your target market]
9
[Company] – Marketing Plan
Market Needs
The main trend in the [industry type] industry is towards [describe industry trend].
It is important for [company] to take these trends into account when it develops
its strategy. Here are a few other trends that will impact our marketing efforts.
[In a few sentences, describe the underlying reasons for the market trends].
The following chart demonstrates the growth that we expect in each of our
market segments over the next five years. This growth was estimated from
[source of market growth information] and is dependant on [any factors that will
influence the growth of your market].
Linked Chart – Complete Using the TargetMarket Tab in the Excel Template
Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.
10
[Company] – Marketing Plan
Distribution Network Analysis
[Company]
Customer
Describe needs and benefits that distributors look for and any other
information regarding current situations with distributors that are
important for consideration in the marketing plan.
Competitive Analysis
11
[Company] – Marketing Plan
[Company] has ## main competitors in its market. For the most part, our
competitors target [similar -or- different] markets and provide products that are
[similar -or- differentiated]. The main competitors for our product are the
following companies:
[Company 1]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]
[Company 2]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]
[Company 3]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]
[Company 4]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
12
[Company] – Marketing Plan
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]
[Company 5]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]
The following chart shows the market share for each of our main competitors, the
price of their competitive product, and the estimated growth rate for their sales.
This information was derived from [explain the source of the data for this chart].
Linked Chart – Complete Using the Competitors tab in the Excel Template
Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.
Currently, competitors in our market are moving towards [explain current trends
among competitors]. The company should be aware of [discuss current
competitor actions that may become future competitive threats].
The financial situation in the market for our product is [improving -or-
steady -or- declining] due to [describe conditions in the market that
are affecting the financial environment surrounding the product]. The
following chart shows the current financial situation for the industry:
13
[Company] – Marketing Plan
As shown in this chart, sales for our product are [seasonal -or- steady
throughout the year] with industry sales peaking in [month or months
when sales tend to occur]. This seasonality is due to [explain why
sales are seasonal (if applicable].
Historical Results
[Company] has employed various marketing efforts over the past years to reach
its target audience. Some of these marketing efforts were successful and some
were unsuccessful. Success for our company is defined as [Describe the criteria
that your company uses to determine whether or not marketing efforts are
successful]. Efforts are deemed unsuccessful is they [Describe the criteria that
would be used to determine whether or not marketing efforts are unsuccessful].
14
[Company] – Marketing Plan
[describe where the company's marketing may be at a disadvantage in terms of
the competition].
Macroenvironment
Demographic Forces
• What demographic forces will have a significant impact on your
company? Examples may include shifts in the age of the population,
geographic shifts in population, changes in the family, or changes in
ethnic/racial populations.
Economic Forces
• What economic forces will have a siginificant impact on your marketing
plan? Examples include changes in income or consumer spending
patterns.
Natural Forces
• Are there natural forces (involving natural resources needed by your
company) that may impact the success of your marketing plan? There
may also be government regulations that fit into this category.
Technological Forces
• How will new technologies affect your company's products and
opportunities?
Ethical Forces
• What ethical forces related to your product may affect your marketing
efforts?
15
[Company] – Marketing Plan
Strengths
• [Strength 1 – Example: The company has established a very strong
distribution network]
• [Strength 2 – Example: The marketing department has an award-winning
advertising department]
• [Strength 3 – Example: Our company owns patents on ___ that will not
expire until ___]
• [Strength 4 – Example: Our internal processes give us a cost-advantage
over our competitors]
• [Strength 5 – Example: Our manufacturing capacity enables us to
produce more goods at a lower cost than our competitors]
Weaknesses
• [Weakness 1 – Example: The company has not established strong
relationships with distribution networks]
• [Weakness 2 – Example: We entered this market later than our
competitors and, as a result, have much higher costs.]
• [Weakness 3 – Example: Our brand is not well known or trusted]
• [Weakness 4 – Example: The size and policies of our company make it
difficult to react quickly to changes in the market]
• [Weakness 5 - Example: Company policies make it difficult for the
company to adapt quickly to change]
There are [many/few] opportunities in our market for growth. At the same time,
changes in the external environment could pose a threat to our company’s
marketing efforts. The following lists contain examples of the opportunities and
threats that should be taken into consideration by management.
16
[Company] – Marketing Plan
Opportunities
• [Opportunity 1 – Example: New technology that has been recently
introduced]
• [Opportunity 2 – Example: Products or services that could fill unfulfilled
customer needs]
• [Opportunity 3 – Example: Government regulations that have been
recently removed]
• [Opportunity 4 – Example: Growth in previously untapped markets]
• [Opportunity 5 - Example: Competitors that have decided to leave the
market]
Threats
• [Threat 1 – Example: Changes in the preferences of the market]
• [Threat 2 – Example: Increase in competition due to the lack of adequate
barriers to entry]
• [Threat 3 – Example: New government regulations]
• [Threat 4 – Example: Decline in population of our market]
• [Threat 5]
Opportunities Threats
• [item] • [item]
• [item] • [item]
• [item] • [item]
• [item] • [item]
• [item] • [item]
17
[Company] – Marketing Plan
III. Marketing Objectives and Issues
Based on the analysis of our target market, competition, and the opportunities
available in our market, [Company] has developed marketing objectives and
financial objectives for its marketing efforts. In the end, these objectives support
the company’s mission statement.
This section includes the objectives for this marketing plan, along with the keys to
success and critical issues that are associated with these objectives.
Financial Objectives
The financial objectives for [Company] were established by [explain the criteria
used to establish the financial objectives]. The ultimate goal for this marketing
plan is to improve the bottom line and increase shareholder value. Financial
objectives are in four categories: Sales, Margins, Profits, and Ratios.
Sales Objectives
1. [Objective 1]
2. [Objective 2]
Margin Objectives
1. [Objective 1]
2. [Objective 2]
Profit Objectives
1. [Objective 1]
2. [Objective 2]
Ratio Objectives
1. [Objective 1]
2. [Objective 2]
Keys to Success
In order to meet the financial goals outlined in this marketing plan, it is important
that the company’s marketing strategy does the following:
• [Key to Success 1]
• [Key to Success 2]
• [Key to Success 3]
• [Key to Success 4]
• [Key to Success 5]
Marketing Objectives
18
[Company] – Marketing Plan
After [explain the evaluation process for determining your marketing objectives],
we have established the following marketing objectives. These objectives
support the financial objectives listed above.
Keys to Success
In order to meet the marketing objectives in this marketing plan, it is important
that the company does the following:
• [Key to Success 1]
• [Key to Success 2]
• [Key to Success 3]
• [Key to Success 4]
• [Key to Success 5]
Critical Issues
The following are [Company]’s critical issues to keep in mind while working to
obtain its objectives:
• [Critical Issue 1]
• [Critical Issue 2]
19
[Company] – Marketing Plan
The goals of [company]’s marketing strategy are to [goal 1], [goal 2], and [goal 3].
This section will outline how our organization will meet these goals.
Target Marketing
The Situation Analysis explained that the company has segmented its target
market into ## segments: [Segment 1], [Segment 2], [Segment 3], [Segment 4]
and [Segment 5]. These segments were chosen because [explain why you have
chosen to target these segments]. Each segment has unique characteristics
and, therefore, presents unique marketing opportunities.
Positioning
[The primary opinion your target market has that is related to your product
offerings] is important to our audience. They need and desire [need/desire 1],
[need/desire 2], and [need/desire 3]. Our product has an advantage of our
competitor’s products because it [describe an attribute of your product that fulfills
the needs/desires that you mentioned in a way that is superior to the
competition]. Unlike our competition, we are able to [describe another attribute of
your product that fulfills the needs/desires that you mentioned]. It is important for
us to capitalize on this advantage when we position [product/service] in the
market.
20
[Company] – Marketing Plan
Marketing Strategies & Tactics
[Company]’s most important goal is to [state the overall objective of the company.
Example: becoming the market leader in the pre-employment screening
industry.]. We have established the following marketing strategies to reach this
goal:
• [Strategy 1]
• [Strategy 2]
• [Strategy 3]
• [Strategy 4]
• [Strategy 5]
The tactics we will use to implement these strategies and the programs related to
these tactics are outlined below:
21
[Company] – Marketing Plan
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 2]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 3]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 4]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
22
[Company] – Marketing Plan
o [Program 4]
o [Program 5]
23
[Company] – Marketing Plan
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 4]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
Marketing Mix
Products
Our main product, [product name], enables customers to [Benefit 1], [Benefit 2],
and [Benefit 3]. In order to be successful, it is important that our product
[success factor]. [Describe the strategic vision behind your products].
The following elements of our product are important to its strategic success:
• [Element 1] - [Describe how this element contributes to the marketing
strategy]
• [Element 2] - [Describe how this element contributes to the marketing
strategy]
• [Element 3] - [Describe how this element contributes to the marketing
strategy]
• [Element 4] - [Describe how this element contributes to the marketing
strategy]
Pricing
The pricing of our products is based on [Describe your primary pricing strategy].
Our market is fairly [developed/undeveloped] and has [many/few] competitors;
therefore, our pricing must [describe the impact that the number of competitors
and age of the market will have on your product pricing strategy].
Based on surveys and research of our target market, customers seem to be fairly
[sensitive/unsensitive] to pricing for our products. We should price our product
[above/below] our competitors to be successful. The following chart
demonstrates the relationship between our prices and our competitor’s prices.
A chart is available for this section in the Competitor tab in the Excel templates.
Customer will be willing to pay the set prices for our product because it creates
value for them. For example, the product [value proposition 1]. It also [value
proposition 2].
24
[Company] – Marketing Plan
Promotions
In the past we have had success promoting our products through [Successful
Method 1] and [Successful Method 2]. We have also found success with
[Successful Method 3]. To communicate clearly with our customers it is
important that we present a consistent marketing message between the different
marketing channels. We will integrate our marketing communication in the
following categories:
• Advertising – [What channels will you use? Where have you had
success? Be specific.]
• Public Relations and Publicity – [What channels will you use? Where
have you had success? Be specific.]
• Direct Marketing – [What channels will you use? Where have you had
success? Be specific.]
• Promotions and Events – [What channels will you use? Where have you
had success? Be specific.]
• Product Marketing Materials – [What channels will you use? Where have
you had success? Be specific.]
• Sales Force – [What channels will you use? Where have you had
success? Be specific.]
• Online Advertising – [What channels will you use? Where have you had
success? Be specific.]
Distribution
The main distribution channels for our product are through [distribution method
1], [distribution method 2], and [distribution method 3]. In order to make our
product [exclusive/accessable] we plan to have it available in [few/many]
locations.
We want our product to be seen as [describe the image you are trying to convey
with your product] so it makes sense that it would be available at [location 1],
[location 2], and [location 3]. Since customers in our target market also frequent
these locations, they will have access to our product easily.
Marketing Research
Focus Groups – [describe how focus groups will be used to gather marketing
research data]
Surveys – [describe how surveys will be used to gather marketing research data]
25
[Company] – Marketing Plan
Internal Data – [describe how internal data will be used to gather marketing
research data]
26
[Company] – Marketing Plan
V. Action Items
Using the strategy and objectives in this marketing plan, [Company] has
established milestones to ensure that this plan is implemented successfully. This
section includes these milestones, along with information on who in the company
will be responsible for their success. An overview of the members of our
marketing team, along with an organization chart for the department, is also
included.
Milestones
Ensuring that the tasks outlined in this marketing plan are implemented on time
and on budget is fundamental to [Company]’s marketing success. These
milestones identify the key projects, along with their start and end dates,
budgets, and responsible managers and departments.
Linked Chart – Complete Using the Milestones Tab in the Excel Template
Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.
Marketing Organization
The marketing efforts of [Company] are led by [Name]. [He -or- She] is the
[Position/Title] at [Company] and is responsible for overseeing the
implementation of this marketing plan.
These efforts will also be supported by various individuals within the marketing
department.
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
27
[Company] – Marketing Plan
[Name]
VP - Marketing &
Sales
[Name]
Administrative
Assistant
[Name]
[Name] [Name] Sales Director
Director of MarComm Director of Marketing
[Name]
[Name] [Name]
Webmaster
Product Manager Inside Sales
To modify the organizational chart, select the cell you would like to modify. To
add an individual, right click on the cell you would like it connected to and select
subordinate, co-worker, or assistant. To remove a cell, click the cell you would
like to remove and press “delete” on your keyboard.
28
[Company] – Marketing Plan
Break-even Analysis
Linked Chart – Complete Using the Breakeven Tab in the Excel Template
Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.
Sales Forecast
The following graphs and charts outline the sales forecasts for [Company]:
Linked Chart – Complete Using the SalesForecast Tab in the Excel Template
29
[Company] – Marketing Plan
Cost of Sales Forecast
Each sales channel in our sales forecast has expenses associated with the sales
of [product]. The following chart projects the cost of sales for each sales channel
in our distribution network over the next five years:
Linked Chart – Complete Using the CostofSales Tab in the Excel Template
30
[Company] – Marketing Plan
The marketing expenses have been budgeted to coincide with the sales forecast.
In months with more revenue, [Company] has budgeted more funds towards its
marketing programs. [List marketing programs where the budget will not vary
from month to month] require a fairly fixed budget and will not vary substantially
from month to month.
The annual marketing budget for [Company] over the next five years is outlined
as follows:
Linked Chart – Complete Using the Budget Tab in the Excel Template
A detailed monthly budget for Year 1 of this marketing plan is found in the
appendix.
31
[Company] – Marketing Plan
The following chart summarizes the sales forecast and budget projections
outlined in this section of the marketing plan.
Linked Chart – Complete Using the Budget & CostofSales Tabs in the Excel
Template
32
[Company] – Marketing Plan
VII. Controls
This section outlines how the progress of this marketing plan will be monitored
and plans for difficulties that the company may face during its implementation.
Performance Monitoring
This marketing plan was developed give direction to [Company]’s sales and
marketing efforts. Performance will be monitored in the following areas:
1. [Performance Measurement 1]
2. [Performance Measurement 2]
3. [Performance Measurement 3]
4. [Performance Measurement 4]
5. [Performance Measurement 5]
6. [Performance Measurement 6]
Contingency Planning
The largest hurdles that [Company] will face in the implementation of this
marketing plan are included in this list:
• [Difficulty or Risk 1]
• [Difficulty or Risk 2]
• [Difficulty or Risk 3]
These potential difficulties and risks have been minimized through [briefly explain
how your marketing efforts will minimize each of the difficulties and risks
mentioned above].
33
[Company] – Marketing Plan
34
[Company] – Marketing Plan
IVD 2.0
Copyright & License Agreement
This notice may be removed from copies of this marketing plan
distributed outside your organization under the restrictions contained
in the License Agreement. This license must accompany any editable,
electronic copies of this file made by the user.
License Agreement
Effective: December 1, 2009
User Notice
This is a contract. By making a purchase or downloading this Marketing Plan (the “Product”) from IVD you accept all
terms and conditions outlined in this agreement. Please read this agreement carefully before using this product.
Upon your acceptance of this agreement, we grant you a nonexclusive right to use the data, provided you agree to the
following:
Use of Product
You may download the Marketing Plan from www.industryviewdaily.com and store it on a hard disk or other storage
device. You may make unlimited copies of this data for your personal use, provided that this agreement accompanies
every copy made. The Excel templates may not be distributed outside your business or organization in any form. The
User’s Guide may not be distributed outside your business or organization in any form. The Word template (this file) may
be distributed outside your organization provided that it is distributed in such a way that it cannot be modified by the
recipient (i.e. in a printed hard copy or protected .DOC or .PDF file). The sample marketing plan may not be distributed
outside your organization in any form.
The data on this website is owned by IVD. The structure, organization and code related to this data are also owned by this
company. This product is protected by United States Copyright Law and International Treaty provisions. You may use
trademarks only to comply with this agreement. Use of the trademark does not give you any rights of ownership in that
trademark. Except as stated above, this agreement does not grant you any intellectual property rights in the data.
Restrictions
You are free to modify and/or adapt any data provided for your own use, reproduction, as well as unlimited use within your
organization. This data is licensed and distributed by IVD. Redistribution or reselling is permitted only within the
parameters outlined in this license agreement or with the express written permission from IVD.
No Warranty
This product is being delivered to you ‘as is’ and the Company makes no warranty as to its use or performance. The
company does not and can not warrant the performance or results you may obtain by using the data or documentation.
The Company makes no warranties, expressed or implied, as to noninfringement of third party rights, merchantability, or
fitness for any particular purpose. In no event will the company be liable to you for any consequential, incidental, or
special damages, including any lost profits or lost savings, even if a company representative has been advised of the
possibility of such damages, or for any claim by any third party. Some states or jurisdictions do not allow the exclusion or
limitation or incidental, consequential, or special damages, or the exclusion of the implied warranties or limitations on how
long an implied warranty may last, so the above limitations may not apply to you.
Support
The Company will provide reasonable support to assist you with downloading and accessing the product for 30 days after
its purchase. Reasonable support will be determined by the Company. Under no circumstances will the Company be
under any obligation to provide a hard-copy of the product, upgrades, enhancements, modifications, or other support,
including, without limitation, phone support.
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[Company] – Marketing Plan
Software
By accepting this agreement, you acknowledge that you are downloading a collection of documents collectively known as
the Data. You also acknowledge that your computer has the necessary software to open and view these documents.
These requirements are described on our website product page. The Company is under no obligation to support software
necessary to view these documents. Limited support may be available upon request.
This Agreement will be governed by the laws of the State of Georgia, U.S.A., excluding the application of its conflicts of
law rules. This Agreement will not be governed by the United Nations Convention on Contracts for the International Sale
of Goods, the application of which is expressly excluded. If any part of this Agreement is found void and unenforceable, it
will not affect the validity of the balance of the Agreement, which shall remain valid and enforceable according to its terms.
You agree that the Software will not be shipped, transferred or exported into any country or used in any manner prohibited
by the United States Export Administration Act or any other export laws, restrictions or regulations. This Agreement shall
automatically terminate upon failure by you to comply with its terms. This Agreement may only be modified in writing
signed by an authorized officer of the Company.
The Software and Documentation are "Commercial Items," as that term is defined at 48 C.F.R. ß2.101, consisting of
"Commercial Computer Software" and "Commercial Computer Software Documentation," as such terms are used in 48
C.F.R. ß12.212 or 48 C.F.R. ß227.7202, as applicable. Consistent with 48 C.F.R. ß12.212 or 48 C.F.R. ßß227.7202-1
through 227.7202-4, as applicable, the Commercial Computer Software and Commercial Computer Software
Documentation are being licensed to U.S. Government end users (A) only as Commercial Items and (B) with only those
rights as are granted to all other end users pursuant to the terms and conditions herein.
Other
Unpublished rights reserved under the copyright laws of the United States.
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