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Entrep - Q2 - M11 FINAL

The document provides an outline for a mini marketing plan, including sections on executive summary, background, environmental analysis, objectives, strategies, implementation, and budget. It describes the contents that should be included in each section to complete the marketing plan.

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Marife Culaba
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0% found this document useful (0 votes)
2K views

Entrep - Q2 - M11 FINAL

The document provides an outline for a mini marketing plan, including sections on executive summary, background, environmental analysis, objectives, strategies, implementation, and budget. It describes the contents that should be included in each section to complete the marketing plan.

Uploaded by

Marife Culaba
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Entrepreneurship

Module 11

MARKETING PLAN
EXPECTATIONS
LEARNING OBJECTIVES: At the end of this module, the learners will be able to:

1. Identify the parts of the Marketing Plan


2. Analyze the market and describe Marketing Strategies
3. Integrate the Marketing Concepts and techniques learned by
preparing a Marketing Plan and;
4. Create a mini-marketing Plan.

PRETEST
Direction: Enumerate the factors for the following marketing analysis and briefly
describe each.
Macro Environmental Micro Environmental

a. a.
b. b.
c. c.
d. d.
e. e.

RECAP
Direction: Choose products available in the market and draw and create your
new packaging and labeling.

Products available in the market New packaging and labeling of Product

1.

2.

1. What is the importance of product packaging?

2. How does packaging affect the sales of the product?


LESSON

If you could have your own business someday, what would it be?
List at least three businesses that you want to start up someday think about the
products that you want to offer to your first-time customers.
Kind of business Sample products offer to first-time
customers

1.

2.

3.

Guide Questions:
1. Who is your ideal customer?
2. Who are your primary competitors?
3. What is your primary competitive advantage?

So you’re ready to take a more process approach in your marketing efforts, but
you’re not sure where to start. From overall characteristics about ideal clients to
logistics about measurement and offers, these questions walk you through the steps
you should take before hitting “go.”

Entrepreneur’s objectives are short-term achievements to help achieve longer-


term goals. They should be set on a weekly or monthly timeline. These objectives help
a business set out what a business wants to achieve from its marketing strategy by
making a Marketing Plan.

The Marketing Plan is a written document that outlines a company’s an


advertising and marketing efforts for this coming year. It describes business activities
involved in accomplishing specific marketing objectives within a set timeframe. The
purpose of the Marketing Plan is to clearly show what steps or actions will be taken to
achieve the plan goals.

It is the lifeblood of virtually every business plan while profitability is generally the
focal point of every business plan.
BRIEF OUTLINE OF MINI MARKETING PLAN

I. Executive Summary

II. Study and Background


III. Macro Environmental Analysis

IV. Opportunity and threats

V. Micro Environmental analysis


VI. Strength and weaknesses

VII. Marketing objectives

VIII. Marketing strategies

IX. Tactical implementation


X. Marketing budget

XI. Financial projections

Let us now proceed to complete each part of the plan:

1. Executive summary = It serves as an introduction to the marketing plan and helps


the reader to understand the purpose and goals of the company. It contains a brief
overview of " what the company does," It should begin with a paragraph that grabs
the readers' attention, such as an interesting fact, relevant statistic, or history of the
business which allows the reader to grasp the main features of the business. It can only
be composed after the Marketing Plan is completed.

11. Study and Background = it includes the brief history of the company at the starting
point for your paper, select a product brand. Identify its manufacturer and write a
brief history of this company. Most companies’ historical background can be found
on the internet whenever you use materials from the internet always cite your source.
Second is the mission and vision, these statement can give you vital information on its
business philosophy and long term direction and your products and services offering
list down the company’s current product offerings, classifying them by type ( hair care,
personal care, home care ) and also includes their suggested retail prices ( SRP) . This
product listing can determine the specific role your selected product brand plays in
the company’s entire product offering or product portfolio.

111. Macro-environmental analysis = Make an assessment of each of the company’s


six macro environments; Economic, Political, Socio-cultural, Demographic,
Technological, and natural. Get the latest data possible. A marketing plan of a
particular product is a plan of action in the future and is intended to be implemented
in the coming year. It is therefore important that after accessing current information,
secure also authoritative information on how the figures may look like in the following
year. Since the Marketing plan is implemented a year after, it is the following year’s
macroeconomic environment that the product will have to contend with. Example
: inflation rates

1V. Opportunities and threats = Enumerate identified opportunities and threats from
the Macro-environmental analysis. Arrange them chronologically. Relate them
directly to a specific macro environmental factor and justify why they are classified as
opportunities or threats. It is external, things that are going on outside the company.
You can consider and analyze if there are opportunities and protect against threats,
but you can't change them. It include competitors, prices of raw materials, and
customer shopping trends. Example : The Inflation rate is expected to increase is
considered as a threat because of the increase in manufacturing cost and less
consumer demand.

V. Micro Environmental Analysis = the six environmental factors include the


company, suppliers, Marketing Intermediaries, Customers Competition, and Publics
are assessed and evaluated. Because the microenvironment is not expected to
change over the short term it is unnecessary to project the situation to the following
year except the competition situation. It may be possible that there is public
knowledge of the entry of a new competitor that may affect the industry’s
competitive landscape.

VI. Strengths and Weaknesses = Enumerate the identified strengths and weaknesses
from the Microenvironmental analysis. Arrange them chronologically. Relate them
directly to a specific microenvironmental factor and justify why they are classified as
Strengths or Weaknesses are internal to the company things that you have some
control over and can change. Examples include who is on your department, your
patents/copyright, and your assets.

VII. The Market includes the Market Size that shows the size of your markets. the total
market is the total of the group of an individual; who have both the willingness and
financial capability to purchase the product. It includes also the Market needs to
know your market intimately to be able to serve its needs. Understand and express
what exactly the market is looking for in the product you are offering and Market
trends based on historical trend, the segment, and sub-segment growth rate is
projected over the plan period. Trends are also identified conserning market needs
and preferences.
VIII. Marketing Objectives. In this section, state the Marketing objectives. Arrange the
objectives in sequence. Marketing objectives may include brand awareness target
and sales revenue objectives. They must be specific, measurable, attainable, realistic,
and time-bound. Example : To attain a brand awareness level of 65% by December
31, 2017.

Example of a marketing objective about brand awareness:

“ To attain a brand awareness level of 65% by December 31, 2019”.

1X. Marketing Strategies

In this chapter, marketing strategies are proposed based on a thorough analysis of


opportunities and threats, strengths and weaknesses, and the market for the proposed
products/services. Strategies must collectively be able to achieve all Marketing
objectives.

A. Product/service strategy = Product and service strategies should be fully


explained. Indicate any innovations you plan to implement in your
product/service example: a change in packaging or label, supplements to
your service offering. Identify the value proposition or unique selling proposition
of the product/service. It includes the target market and brand positioning.

B. Based on the marketing objectives formulated, decide on a general pricing


strategy for the brand. It is possible to implement several pricing strategies for
a brand during an operating year. For example, a brand may have a general
strategy of going rate pricing but implement promotional pricing during the last
quarter of the year.
C. Distribution strategy = review the brand’s current distribution strategy to
determine if it is still applicable for the Marketing Plan implementation period.

D. Advertising and promotional strategy = in this section the propose your


advertising and promotional strategy. Based on the advertising and
promotional objectives and target audience profile, decide on the message,
creative style, vehicles, and media you will utilize.

IX. Tactical Implementation = develop tactics for each strategy. Some strategies
may only require as little as 2 tactical plans, while others may need to be supported
by five or more tactics.
Example: Marketing strategy : Market development
Tactics Operating details Timetable

Establish a warehouse in To accommodate store September 2017


Cebu merchandise to support
Cebu retail operations

Hire and train Cebu store Hiring must be localized September 2017
personnel and extensive training
undertaken to maximize
customer service.

XI. Marketing Budget

This chapter indicate the total cost involved in the implementation of the proposed
marketing plan.

Example: Amount of the following: advertising expense, leaflets, point of purchase


material,l and sales promotion.

X1I. Financial Projection = at this point, present the financial viability of your proposed
marketing plan. The latest available incoming statement of your company can be
used.

Benefits Associated with Having a Marketing Plan

1. Understanding past Marketing decisions and outcomes better

2. Understanding the target market better-setting goals


3. Planning marketing strategies with more precision.
4. Obtaining funding

5. Providing direction for everyone in the business.

6. Tracking progress more effectively’

No business is too small to have a marketing plan. After all, no business is too
small for customers or clients. And if you have these, you need to communicate with
them about what you have to offer.

A good marketing plan is full of dates and details. The strategy probably drives
a good plan, but tactics, programs, and details make the difference. As much as
possible, the plan has to tie results back to activities and come up with hard numbers
to measure those results.
ACTIVITIES

Activity 1. Matching Type. Direction: Match Column A with the correct answer in
Column B. write only the letter of answer on the blank provided.

Column A Column B

1. Executive Summary a. develop tactics as necessary to ensure the


success of the strategy
2. Study and Background. b. evaluates the company, suppliers, competitors.
3. Macro Environmental Analysis c. it must be SMART
4. Opportunity and threats. d. serves as an introduction in the Market Plan
5. Micro Environmental analysis. e. includes products strategy, target market,
pricing strategies
6. Strengths and weaknesses. f. present the financial viability
7. Marketing objectives g. includes mission & vision and product
offering.
8. Marketing strategies h. indicate the total cost in the implementation.
9. Tactical implementation. i. internal to the company things that you have
some control over and can change
10. Marketing budget. j. latest data analysis economic, politics,
11. Financial projections. k. external to your company and need to protect
the company

Activity 2. Analyzing Market. Recall some products on social media. Complete and
answer the table below:
Product target direct Strength Weaknesses Marketing
market competitors
Strategies

1.

2.

3.

4.

5.
Activity 3. My mini Marketing Plan, Direction : Think of a small business you want to
have and write down your mini Marketing Plan by the following guideline.

My Mini Marketing Plan

Your Business Idea: _____________________________________________________

Opportunities and treats:_________________________________________________

Strength & Weaknesses:_________________________________________________

Market size & needs : ____________________________________________________

Market trends : _____________________________ _________________________

Marketing Objective: ____________________________________________________

Product Positioning: ____________________________________________________

Proposed Marketing Strategies: ________________________________________________

Proposed Marketing Budget : _________________________________________________

Mini Marketing Plan Rubric : This rubric aims to evaluate the students’ written mini
Marketing Plan with the sections Market Analysis and Marketing Strategies.
Level of Achievement
Criteria Excellent ( 5 pts) Satisfactory (3 pts) Unacceptable ( 1
pts )
A. Introductio n Clearly, Concise UnClearly, No purpose
- Purpose UnConcise

B. Company Thoroughly and For the most part It is provided but


Analysis clearly, current Thoroughly and potentially
- Informa knowledge in all clearly, but some important
tion areas information is information
about missing missing.
compa
ny
C. Marketing Clearly Unclear and not Those identified
Objectives stated and appropriately are not quantified.
and Goal appropriately quantified
quantified.
D. Marketing Clearly and Unclear and Marketing strategy
Strategy specifically unspecific in some is missing
stated aspects.
Criteria Points Grade Equivalent
A. 15-20 94-
100=outstanding
B. 10-14 88-93=Exemplary
C. 5-9 82-87= proficient
D. 1-4 70-81=Incomplete

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