Marketing Plan Audit Report
A. Business and Product/Service Description
1. Describe the Industry
2. Specify the Organizational Mission and Objectives
3. Describe the Product/Service and the Fit
4. Record Financial Forecasts/Goals
B. Market Environment
1. Describe the Market Sue and Market Potential
2. Describe Demand Trend for Product/Service
3. Identify and Describe Market Segments Currently Targeted
4. Specify Immediate Competitors
5. Describe Differential Advantage(s) by Segment
6. Describe Product/Service Usage
7. Compare the Competitive Players
8. Compare Competitors Resources/Willingness
9. Identify’ Additional Segments to Target
10. Analyze Potential Competition
C. Macro Environment
1. Define the Impact of Economic Trends
2. Define the Impact of Social/Cultural Trends
3. Define the Impact of Political/Legal Trends
4. Define the Impact of Related Technologies
D. Organizational Environment
1. Describe Capabilities and Responsiveness
E. Primary and Secondary Market Research
1. Specify Information Necessary to Collect
2. Choose Primary. vs. Secondary Research
3. Write Research Specifications
4. Design Instruments and Collect
5. Analyze, Challenge, Assemble Information
6. List and Categorize Research Conclusions
F. Threats and Opportunities
1. Write Threat Statements
2. Write Opportunity Statements
G. Strengths and Weaknesses
1. Write Strength Statements
2. Identify Negative Factors to be Rectified
3. Write Weakness Statements
H. Key Assumptions
1. Write Assumptions for Each T/O and S/W
1. Write Objectives for Marketing Plan
II. Strategic Plan
A. Marketing Objectives
1. Write Objectives for Marketing Plan
B. Strategy – Product Positioning
1. Specify Product Position for Marketing Objective
C. Strategy – Perceptual Positioning
1. Determine Optimal Perceptual Position(s)
D. Strategy – Product/Service
1. Determine Current Product Fit Per Segment
2. Describe Required Product Additions/Modifications
3. Formulate Additional Product Strategies
E. Strategy – Distribution
1. Describe Distribution Fit Per Segment
2. Describe Additional/modified Distribution Per Segment
3. Modify Distribution for Efficiency/Effectiveness
F. Strategy – Price
1. Describe Pricing Fit Per Segment
2. Describe Required Pricing Modifications Per Segment
3. Formulate Additional Pricing Strategies
G. Strategy – Promotion
1. Prepare Refined Messages
2. Describe Optimal Promotional Mix
H. Other Strategies
1. Write Tactical Objective for Product/Service
2. Specify Activities Required for Product/Service
III. Tactical Plan
A. Product/Service
1. Write tactical objective for Product/Service
2. Specify activities required for Product/Service
B. Marketing Channels
I. Write Tactical Objective for Channel Distribution 2. Specify Activities Required for Marketing Channels
C. Physical Distribution
1. Write Tactical Objective for Physical Distribution
2. Specify Activities Required for Physical Distribution
D. Price
1. Write Tactical Objective for Pricing
2. Specify Activities Required for Pricing Objective
E. Advertising
1. Write Tactical Objective for Advertising
2. Specify Activities Required for Advertising
F. Personal Selling
1. Write Tactical Objective for Personal Selling
2. Specify Activities Required for Personal Selling
G. Sales Promotion
1. Write Tactical Objective for Sales Promotion
2. Specify Activities Required for Sales Promotion
I. Other Promotion
1. Write Tactical Objective for Other Promotion
2. Specify Activities Required for Other Promotion
J. Tactical Plan – Other
1. Write Other Tactical Objectives
2. Specify Activities Required for Other Tactical Objectives
IV. Control
A. Operational Budgets
1. Prepare an Operational Budget
B. Final Forecasts
1. Calculate Final Forecasts
C. Monitoring Systems
1. Specify Reporting Functions, Times and Responsibilities
2. Construct Status Reports
3. Analyze Differences Between Plans and Outcomes 3. Specify and Assign Corrective Actions