This is a plan that helps guide businesses in making efficient marketing decisions based
on relevant statistics. Marketing plans allow the marketing budget to be spent on
effective campaigns and strategies in order to maximize marketability and exposure.
This particular marketing plan is based on a fictitious company in order to provide
examples on what is required to draft a successful marketing plan. This plan can be
used by small businesses or other entities that want to create their own marketing plan
in order to maximize marketing efficiency.
Sports Equipment Marketing Plan
[Acme Slingshot Co.]
Fiscal Year [20XX]
Prepared by [Your Name]
© Copyright 2011 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 [Acme Slingshot Co.]. 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
[Acme Slingshot Co.], and may result in legal action being taken.
Upon request, please return this document IMMEDIATELY to:
___________________________________________________
© Copyright 2011 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………………………………………………….11
Mission…………………………………………………………………………………… 11
Marketing Objectives…………………………………………………………………….. 11
Supply……………………………………………………………………………………. 11
Demand…………………………………………………………………………………... 11
Competition……………………………………………………………………………… 11
Position…………………………………………………………………………………... 12
USP & Key Differentiators………………………………………………………………. 12
VI. Implementation & Control…………………………………………………………..13
Implementation…………………………………………………………………………... 13
Control…………………………………………………………………………………… 14
VII. Financial Forecast…………………………………………………………………..15
Break-even Analysis……………………………………………………………………... 15
Sales Forecast……………………………………………………………………………..15
Cost of Marketing………………………………………………………………………... 15
VIII. Conclusion…………………………………………………………………………..16
© Copyright 2011 Docstoc Inc. 4
Executive Summary
(In this section, briefly describe the company, where it stands in the market, and what
opportunities are available. Although this appears first in the document, you may wish to wait
until later to write the Executive Summary as it is i