Sample Marketing Plan Template Page 11
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11Appendix C Sample Marketing Plan
C-11
• The marketing director is responsible for adherence to the project budget and will
report overages to the company president on a weekly basis. The marketing direc-
tor also is responsible for any redirection of budget dollars, as required for each
project of the business analysis team.
• Any new product offering will be evaluated on a quarterly basis to determine its
profitability. Product development expenses will be distributed over a two-year
period, by calendar quarters, and will be compared with gross income generated
during the same period.
B. Monitoring Procedures
To analyze the effectiveness of Star Software’s marketing plan, it is necessary to
compare its actual performance with plan objectives. To facilitate this analysis,
monitoring procedures should be developed for the various activities required to
bring the marketing plan to fruition. These procedures include, but are not limited
to, the following:
• A project management concept will be used to evaluate the implementation of the
marketing plan by establishing time requirements, human resource needs, and
financial or budgetary expenditures.
• A perpetual comparison of actual and planned activities will be conducted on a
monthly basis for the first year and on a quarterly basis after the initial implemen-
tation phase. The business analysis team, including the marketing director, will
report their comparison of actual and planned outcomes directly to the company
president.
• Each project team is responsible for determining what changes must be made in
procedures, product focus, or operations as a result of the studies conducted in its
area.
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