This document provides an outline that can serve as a marking plan for any business
product or service. It provides a sample marketing plan for a hypothetical company
called Suds & Duds Laundromat. The marketing plan provides a complete layout for
environment and internal analysis, a SWOT analysis, marketing strategy, financial
projections, and implementation controls. A product manager should use this form to
properly analyze the current market need for the product or service before launch. This
form can be modified to include additional information to best fit the needs of company
seeking to develop a marketing plan for a new product or service.
Marketing Plan
[Suds & Duds Laundromat]
Fiscal Year [20XX]
Prepared by [Your Name]
© Copyright 2013 Docstoc Inc. 2
Confidentiality
The reader acknowledges by examining or possessing this packet that the information within this
marketing plan is confidential. The reader agrees not to disclose any of this information, without
the express written permission of [Suds & Duds Laundromat]. The reader acknowledges that any
information in this marketing plan is confidential in nature, unless otherwise in the public
domain, and that to disclose any of the information within may cause serious harm or damage to
[Suds & Duds Laundromat], and may result in legal action being taken.
Upon request, please return this document IMMEDIATELY to:
___________________________________________________
© Copyright 2013 Docstoc Inc. 3
Table of Contents
I. Executive Summary……………………………………………………………………5
Introduction……………………………………………………………………... 5
Purpose & Objectives…………………………………………………………… 5
Marketing Opportunities………………………………………………………… 5
II. Environment Analysis………………………………………………………………...6
Customer Analysis……………………………………………………………………….. 6
Ideal Customer…………………………………………………………………………… 6
Needs…………………………………………………………………………………….. 6
Trends……………………………………………………………………………………. 6
Growth…………………………………………………………………………………… 7
Competition Analysis……………………………………………………………………. 7
III. Internal Analysis……………………………………………………………………..8
Performance……………………………………………………………………………… 8
People…………………………………………………………………………………….. 8
Infrastructure & Delivery………………………………………………………………… 8
Competitive Edge…………………………………………………………………………8
Product…………………………………………………………………………………… 9
Price Rationale…………………………………………………………………………… 9
IV. SWOT…………………………………………………………………………………10
V. Fundamental Marketing Strategies………………………………………………….12
Mission…………………………………………………………………………………… 12
Marketing Objectives…………………………………………………………………….. 12
Supply……………………………………………………………………………………. 12
Demand…………………………………………………………………………………... 12
Competition……………………………………………………………………………… 12
Position…………………………………………………………………………………... 13
USP & Key Differentiators………………………………………………………………. 13
VI. Implementation & Control…………………………………………………………..14
Implementation…………………………………………………………………………... 14
Control…………………………………………………………………………………… 15
VII. Financial Forecast…………………………………………………………………..16
Break-even Analysis……………………………………………………………………... 16
Sales Forecast……………………………………………………………………………..16
Cost of Marketing………………………………………………………………………...