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Marketing-Plan-Template
Multivariate Analysis (MATH2142)
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The Business Victoria Marketing Plan Template
About the template One of the most important, yet often overlooked areas for the small business owner is the development of a marketing plan. An effective marketing plan will act as a reference document to help you to execute your marketing strategy. It will also help you to develop a methodical approach to creating services and products that satisfy your customers’ needs. When writing a marketing plan you need to be clear about your marketing objectives and how you’re going to achieve them. A good marketing plan sets realistic and measurable objectives; includes budgets and action plans, and allocates responsibilities. Your marketing plan will include the following elements: A summary of your marketing plan Background analysis of your business and market Marketing objectives and strategy of your business Your marketing mix Action plans and budgets Organisational implications and contingencies Evaluation and monitoring strategies Supporting documentation
Keep it up to date Planning your marketing should be an ongoing business activity. As the market conditions and your business change, you will need to revisit many of the ideas and strategies outlined in your marketing plan. By referring to your plan regularly, you will ensure that your business keeps heading in the right direction.
How to use this template Prior to completing this marketing plan template, consider the following:
This template was downloaded from business.vic.gov Page i You may like to check there for an updated version.
Marketing Plan
- Gather together your key business documents. This includes business plans, budgets, resumes, forecasts and registration documents. Having the right information on hand will mean you can be more accurate in your forecasts and analysis as you move through the marketing plan template.
- Take your time and consider your specific needs. Work through the template at your own pace. Start by deciding which sections are relevant for your business and set aside the sections that don’t apply. You can always go back to the other sections at a later date.
- Decide on your audience. It’s also important to consider your audience when writing your marketing plan. Will the plan be used internally? Or will you be sharing it with others? Deciding on the purpose of the plan can help you target your answers appropriately.
- Ask for some assistance. If you aren’t confident in completing the marketing plan template yourself, you can enlist the help of a professional (i. business adviser or accountant) to look through your plan and provide you with advice. To complete the template:
- Guidance text appears throughout the document, marked by the word Guidance. Where you see a guidance note, read and then delete it. Guidance has been added to help you complete the template and should not appear in your final version.
- Using Word's Replace function, search for {Business Name} and replace with your company name. a. In Word's Home ribbon, open the Find and Replace tool, choose Replace to open the Find and Replace tool. The Find and Replace dialog opens with the Replace tab selected. b. Enter {Business Name} in the Find what field. c. Enter your company name in the Replace with field. d. Click Replace All
This template was downloaded from business.vic.gov Page ii You may like to check there for an updated version
{Insert Company Logo Here}
Marketing Plan........................................................................................................ Contents
- Marketing Plan........................................................................................................ Contents
- Marketing Plan Summary.......................................................................................
- Your Business.........................................................................................................
- Business name:..................................................................................................
- Business structure:..............................................................................................
- ABN:...................................................................................................................
- ACN:...................................................................................................................
- Business location:...............................................................................................
- Date established:................................................................................................
- Business owner(s):..............................................................................................
- Owner/s experience:...........................................................................................
- Products or Services:..........................................................................................
- Market Overview...................................................................................................
- Target market:...................................................................................................
- Customer profile:...............................................................................................
- Competitor profile:.............................................................................................
- Marketing Objectives.............................................................................................
- Goals/objectives:...............................................................................................
- Marketing Strategy................................................................................................
- Your strategy and marketing mix:......................................................................
- Action Steps..........................................................................................................
- Top 10 Action Steps:.........................................................................................
- Your Business.........................................................................................................
- Background Analysis.............................................................................................
- Business overview................................................................................................
- Business name:................................................................................................
- Business structure:............................................................................................
- ABN:.................................................................................................................
- ACN:.................................................................................................................
- Business location:.............................................................................................
- Date established:..............................................................................................
- Business owner(s):............................................................................................
- Owner/s experience:.........................................................................................
- Vision statement:...............................................................................................
- Mission statement:............................................................................................
- Business objectives:..........................................................................................
- Short Term goals:..............................................................................................
- Long Term goals:...............................................................................................
- Products:...........................................................................................................
- Financial Analysis:.............................................................................................
- SWOT analysis.....................................................................................................
- SWOT activity sheet..........................................................................................
- The Market Overview............................................................................................
- Your Market...........................................................................................................
- Market research and environmental/industry analysis:......................................
- Your Customers....................................................................................................
- Target customers:..............................................................................................
- Customer profile:...............................................................................................
- Your Competitors..................................................................................................
- Competitor analysis:..........................................................................................
Marketing Plan Summary.......................................................................................
Guidance: Complete this page last. The marketing plan summary is a snapshot of your more detailed answers from your marketing plan. It should be easy to read and simple to follow. Start writing here
Document valid when printed only
Your Business.........................................................................................................
Business name:..................................................................................................
Guidance: What’s your business registered business name? If you haven’t registered a business name, add your proposed business name here. Start writing here
Business structure:..............................................................................................
Guidance: What’s the formal structure of your business? Are you a sole trader, in a partnership, a trust or company? Start writing here
ABN:...................................................................................................................
Guidance: What’s your registered Australian Business Number? Start writing here
ACN:...................................................................................................................
Guidance: What’s your registered Australian Company Number, if applicable? Start writing here
Business location:...............................................................................................
Guidance: Where does your business operate from? Start writing here
Date established:................................................................................................
Guidance: When did you begin trading? Start writing here
Business owner(s):..............................................................................................
Guidance: Who are the owners of the business? Start writing here
Document valid when printed only
Market Overview
Target market:
Guidance: In one or two sentences, summarise the key statistics for your target market. This may include the size and growth potential of your market, as well as key demographics such as age, gender, income level etc. Start writing here
Customer profile:
Guidance: What’s the profile of an ideal customer for your business? In one or two sentences, clearly define your ideal customer - their needs, buying patterns and motivations for buying. Start writing here
Competitor profile:
Guidance: What’s the profile of a typical competitor for your business? What marketing mix do they use? Have you identified any gaps in their marketing strategy?} Start writing here
Document valid when printed only
Marketing Objectives.............................................................................................
Goals/objectives:
Guidance: In one or two sentences, summarise the key marketing objectives for your business. Your objectives may be financial, with a goal to increase sales, marketing focused to build awareness of your product or service, or online to build engagement with online customers and business networks. Start writing here
Document valid when printed only
Action Steps..........................................................................................................
Top 10 Action Steps:.........................................................................................
Guidance: Create a list of the Top 10 action steps that will bring your theoretical objectives (your marketing strategy and objectives) to life. E. Finish SWOT Activity Sheet, complete marketing budget} Start writing here
Document valid when printed only
Background Analysis
The background analysis should give a snapshot of where you are right now, where you have been and where you want to go. Undertaking this process will help you to define your business's capabilities and find opportunities within your particular market. Finally, defining your core business elements will ensure that your marketing plan and overall business strategy work together seamlessly. Start writing here
Document valid when printed only
Business owner(s):
Guidance: Who are the owners of the business?
Owner/s experience:...........................................................................................
Guidance: Create a brief summary of your (and other owner’s) experience in the industry and any major achievements/awards.
Vision statement:
Guidance: A Vision statement should describe WHERE you want your business to be in the future. It should communicate both the PURPOSE and VALUES of your business and answer the question, 'Why are we here?'
Mission statement:
Guidance: A Mission statement should outline HOW you will get to where you want your business to be in the future (Your Vision). It should define the PURPOSE and PRIMARY OBJECTIVES of your business and answer the question, 'What do we do?'
Business objectives:
Guidance: What are your short and long term goals for your business?
Short Term goals:
Guidance: What are three primary short-term goals for your business (6 Months)? Goal/Objective Description By when {insert Goal/Objective name}
{insert Brief goal/objective description} {insert Date of completion}
Long Term goals:
Guidance: What are three primary long-term goals for your business (1-3 Years)? Goal/Objective Description By when
Document valid when printed only
{insert Goal/Objective name}
{insert Brief goal/objective description} {insert insert Date of completion}
Products:
Guidance: What products and/or services do you sell? Product/Service Description Price {insert Product/service name}
{insert Brief product/service description}
{insert Unit price including GST}
Financial Analysis:
Guidance: In this section provide a high level analysis of your current financial situation, specifically addressing sales and profitability.
Part 1 – Sales Analysis Guidance: Use this section to summarise the current sales data for your industry (if available) and your business. The areas that you can analyse include: Sales for your overall market Sales for your business Sales for your competitors If you wish to dig deeper, you can expand the analysis to Sales by Product Categories, Sales by Distribution Channels and Sales by Geography. Start writing here
Part 2 – Profitability Analysis
Guidance: Use the sales numbers above to identify realised revenues rather than just projections and then breakdown marketing expenses in terms of direct
Document valid when printed only
SWOT analysis
Guidance: Use the table below to list each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.). Strengths Weaknesses Start writing here Start writing here
Opportunities Threats Start writing here Start writing here
SWOT activity sheet
Guidance: Outline how and when you plan to address each of the weaknesses/threats from your SWOT analysis above.
Document valid when printed only
SWOT weakness/ threat Activity to address weakness/threat Completion date
Document valid when printed only
Marketing-Plan-Template
Course: Multivariate Analysis (MATH2142)
