[Business Name] Marketing Plan [YEAR]

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 thismarketingplan template, consider the following:
This template was downloaded from business.vic.gov.au Page i
You may like to check there for an updated version.

Marketing Plan
1. 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.
2. 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.
3. 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.
4. Ask forsome assistance. If you aren’t confident in completing the marketing
plan template yourself, you can enlist the help of a professional (i.e. business
adviser or accountant) to look through your plan and provide you with advice.
To complete the template:
1. 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.
2. 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.au Page ii
You may like to check there for an updated version

Marketing Plan
3. Replace {items in curly brackets} with your own wording.
4. Once you have finished work on the template, delete this and the following
page.
5. Lastly refresh the page numbers in the table of contents.
a) Right mouse click on the table of contents
b) In the small menu that appears, choose ‘Update Field’ then ‘Update
page numbers only’.
This template was downloaded from business.vic.gov.au Page iii
You may like to check there for an updated version

[Business Name] Marketing Plan [YEAR]
{Insert Company Logo Here}
Marketing Plan
Contents
Marketing Plan........................................................................................................ 4
1. Marketing Plan Summary...........................................................................12
2. Your Business...............................................................................................13
Business name:................................................................................................13
Business structure:............................................................................................13
ABN:................................................................................................................. 13
ACN:.................................................................................................................13
Business location:.............................................................................................13
Date established:..............................................................................................13
Business owner(s):............................................................................................13
Owner/s experience:.........................................................................................14
Products or Services:........................................................................................14
Vision statement:..............................................................................................14
Mission statement:............................................................................................14
Values of the business:.....................................................................................14
Key stakeholders:..............................................................................................14
3. Market Overview...........................................................................................15
Target market:...................................................................................................15
Customer profile:...............................................................................................15
Competitor profile:.............................................................................................15
4. Marketing Strategy........................................................................................17
Document valid when printed only
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[Business Name] Marketing Plan [YEAR]
Your strategy and marketing mix:......................................................................17
Business objectives:..........................................................................................21
Short Term goals:..............................................................................................21
Long Term goals:..............................................................................................22
5. Products:..................................................................................................22
6. SWOT analysis.............................................................................................24
SWOT activity sheet..........................................................................................25
7. The Market Analysis......................................................................................26
Your Market..........................................................................................................27
Market research and environmental/industry analysis:......................................27
8. Your Customers............................................................................................28
Target customers:.............................................................................................28
Customer profile:...............................................................................................29
9. Your Competitors..........................................................................................30
Competitor analysis:..........................................................................................30
Competitor profile:.............................................................................................31
10. Your Marketing Objectives........................................................................32
11. Marketing Strategy:...................................................................................34
Your PRODUCT or service...................................................................................35
The PRICING of your product or service...............................................................37
Your POSITION (Place) in the marketplace..........................................................39
Sales and distribution channels.........................................................................39
The PROMOTION of your product or service........................................................41
The PEOPLE in your business (salespeople, staff etc.)........................................43
The PROCESS represents the buying experience................................................45
The PHYSICAL ENVIRONMENT where the good/services are presented...........46
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[Business Name] Marketing Plan [YEAR]
PRODUCTIVITY is an essential part of meeting a customer’s needs...................47
12. Marketing Activity......................................................................................48
13. Your Finances...........................................................................................50
Marketing Budget {YEAR}.................................................................................50
14. Organisational Implications.......................................................................51
Contingencies...................................................................................................51
15. Monitoring/measurement activities............................................................52
16. Supporting documentation.........................................................................53
17. Contribution from colleagues.....................................................................54
Glossary................................................................................................................55
Marketing Plan.......................................................................................................... 1
Marketing Plan Summary.......................................................................................4
Your Business.........................................................................................................5
Business name:..................................................................................................5
Business structure:..............................................................................................5
ABN:................................................................................................................... 5
ACN:................................................................................................................... 5
Business location:...............................................................................................5
Date established:................................................................................................5
Business owner(s):..............................................................................................5
Owner/s experience:...........................................................................................6
Products or Services:..........................................................................................6
Vision statement:................................................................................................6
Mission statement:..............................................................................................6
Market Overview.....................................................................................................7
Target market:.....................................................................................................7
Document valid when printed only
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[Business Name] Marketing Plan [YEAR]
Customer profile:.................................................................................................7
Competitor profile:...............................................................................................7
Marketing Objectives..............................................................................................8
Goals/objectives:.................................................................................................8
Marketing Strategy..................................................................................................9
Your strategy and marketing mix:........................................................................9
Business objectives:............................................................................................9
Short Term goals:...............................................................................................9
Long Term goals:................................................................................................9
Products:........................................................................................................... 10
SWOT analysis.....................................................................................................11
SWOT activity sheet..........................................................................................12
The Market Overview............................................................................................13
Your Market..........................................................................................................14
Market research and environmental/industry analysis:......................................14
Your Customers....................................................................................................15
Target customers:.............................................................................................15
Customer profile:...............................................................................................16
Your Competitors..................................................................................................17
Competitor analysis:..........................................................................................17
Competitor profile:.............................................................................................18
Your Marketing......................................................................................................19
Marketing Strategy:...............................................................................................21
Your PRODUCT or service...................................................................................22
The PRICING of your product or service...............................................................23
Your POSITION (Place) in the marketplace..........................................................24
Document valid when printed only
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[Business Name] Marketing Plan [YEAR]
Sales and distribution channels.........................................................................24
The PROMOTION of your product or service........................................................25
The PEOPLE in your business (salespeople, staff etc.)........................................27
The PROCESS represents the buying experience................................................29
The PHYSICAL ENVIRONMENT where the good/services are presented...........30
PRODUCTIVITY is an essential part of meeting a customer’s needs...................31
Marketing Activity..................................................................................................32
Your Finances.......................................................................................................34
Marketing Budget {YEAR}.................................................................................34
Organisational Implications...................................................................................35
Contingencies...................................................................................................35
Monitoring/measurement activities........................................................................36
Supporting documentation....................................................................................37
Glossary................................................................................................................38
Marketing Plan........................................................................................................ 4
Marketing Plan Summary.......................................................................................7
Your Business.........................................................................................................8
Business name:..................................................................................................8
Business structure:..............................................................................................8
ABN:................................................................................................................... 8
ACN:................................................................................................................... 8
Business location:...............................................................................................8
Date established:................................................................................................8
Business owner(s):..............................................................................................8
Owner/s experience:...........................................................................................9
Products or Services:..........................................................................................9
Document valid when printed only
Last printed 10/05/2013 1:30:00 PM Page 8 of 63