Workshop and Preparation of Marketing Plan

CHAPTER 6
WORKSHOP AND
PREPARATION OF
MARKETING PLAN
At this point, you are now ready to combine
and integrate all the knowledge and learning
you have acquired on the basic principles of
marketing. There is no better way for you to
demonstrate this than through the preparation
of a mini-marketing plan.
Below is a brief outline of a mini marketing plan:
I. Executive Summary
II.Study Background
A. Brief history of the company
B. Mission and vision
C. Product/ service offerings
III. Macro- environmental Analysis
A. Economic
B. Politico-legal
C. Socio-cultural
D. Demographic
E. Technological
F. Natural
IV. Opportunities and Threats
V. Micro-environmental Analysis
A. The company
B. Suppliers
C. Marketing intermediaries
D. Customers
E. Competition
F. Publics
VI. Strength and Weaknesses
I. EXECUTIVE
SUMMARY
• well-written executive summary is usually no
longer than one or two pages
• summary of the significant points and figures

contained in the marketing plan
• can only be composed after the marketing

plan is completed
II. STUDY
BACKGROUND
A. Brief history of the
• company
Select a product brand
• Identify its manufacturer and write a brief history
of this company
• Whenever you use material from the Internet,
always cite your source
B. Mission and Vision
• Research on the company’s mission and vision
through the Internet.
these statements can give you vital
information on its business philosophy and
long-term direction.
C. Product/service offerings
• List down the company’s current product
offerings, classifying them by type( hair care,
personal care, home care, etc.) and also indicate
their suggested retail prices(SRP)
MACRO- ENVIRONMENTAL ANALYSIS
• Make an assessment of each of the company’s six macro-
environments
• Get the latest data possible
• A marketing plan of a particular product is a plan of action for the
future and is intended to be implemented in the coming year
• After accessing current information, secure also auhoritive
information on how the figures may look like in the following year
A. Economic
• Available at the Bangko Sentral ng Pilipinas’ website (
www.bsp.gov.ph.)
• Economic factors should be concisely stated and the
accompanied figures and projections acquired should
also be indicated.
• An example of how to state a relevant economic factor
would be: Inflation rate as of the end of 2015 is 3.2%,
and is expected to increase to 3.7% in 2017.
B. Politico-Legal
• The political macro- environment is assessed
• No need to project the political environment when
there is obvious political instability
• Bills currently pending in the Senate or in
Congress that may be enacted into law in the
coming year should be considered
C. Socio-Cultural
• Identify relevant socio-cultural factors that may affect
the manner of how the selected brand will be marketed
• There may, however, be no possible change in the
coming years because socio-cultural factors take years,
if not generations, to change
D.
•Demographic
Based on the target market,cite current and relevant figures
that may affect the marketability of the product
• The gender mix of the population, and distribution of the
population by age are all relevant to your brands's
marketability
• Because it takes many years before demographic trends to
change substantially, there is no need to project demographic
data acquired
E.
• Depending on the industry, identify relevant
Technological
technological developments that may favorably or
unfavorably affect the chosen brand
• For example, a new production process which the
company can adopt to reduce manufacturing costs, or
an innovative type of packaging, the patent of which
may be owned by the one of the competitors
F. Natural
• A thorough analysis of the natural macro-environment
is undertaken in this section: pollution, global warming,
and “acts of God”, among others
• There is no need to project this into the marketing
plan's implementation phase, however, because these
issues are not volatile over the short- term period
OPPORTUNITIES AND THREATS
• Enumerate identified opportunities and threats from the macro-
environmental analysis
• Arrange them chronlogically. Relate them directly to a specific
macro- environmental factor and justify why they are classified as
opportunities or threats
EXAMPLE:
Inflation rate as of the end of 2015 is 3.2%, and is expected to
increase to 3.7% in 2017. This is considered a threat because
increased infaltion can increase product manufacturing costs and may
result in reduction in consumer demand.
ICRO-ENVIRONMENTAL ANALYSIS
• The six micro- environmental factors are assessed and
evaluated
• Micro- environment is not expected to change
dramatically over short-term, it is largely unnecessary
to project the situation to the following year
• It may be possible that there is public knowledge of the
entry of a new competitor that may affect the industry's
competitive landscape
A. The
•company
Evaluated in terms of its organizational ability to
implement marketing strategies
• The relationship among functional areas must be
evaluated to determine if there are bottlenecks in
decision-making, and if other functional departments
are supportive of the marketing
• Look at the latest company income statement to
evaluate the company's cost structure
B. Suppliers
• The relationship between the company and its
suppliers is assessed
• Any opportunities to improve the company's
supply chain should also be investigated with
the objective of reducing product cost and
increasing value to customers
C. Marketing intermediaries
• Company's distribution network is illustrated
and explained in this section
• The choice of distribution type is reviewed
and possible improvements in intermediary
relationships is determined
D. Customers
• Identification of the geographic, demographic,
and psychographic profile of the brand's typical
customer is expected
• The buying behavior should be explained and
understood, e.g. why they buy, how frequently
they buy, and how they use your product
E.
•Competition
Where the brand competitors and the companies that
manufacture them are identified
• Identify also the relative positions of the different
competing brands( including your own) in terms of
market share
• Interviews with product retailers can be used and self
checks conducted(normally the larger
• the shelf space a particular brand occupies, the larger
its sales)
• It would also be important to discuss the
recent competitive actions of the competitors
in order to anticipate how they will most
likely respond to the proposed marketing
strategies
F. Publics
• Evaluate the company's realtionship with its
publics: corporate stockholders, the community,
financial institutions, media,the governement, and
society as a whole
• This prevent any future need for the company to
engage in public relations and publicity
STRENGTH AND WEAKNESSES
• Enumerate and identified strengths and
weaknesses from the micro-environmental
analysis
• Arrange them chronologically
• Relate them directly to a specific micro-
environmental factor and justify why they are
classified as strenghts or weaknesses

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CHAPTER 6

• summary of the significant points and figures

• can only be composed after the marketing

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