Sample Marketing Plan Template Page 6
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11Appendix C Sample Marketing Plan
C-6
4. Specialty advertising through promotional items relies on gadgetry and ideas
that are new and different. As a result, product life cycles may be quite short.
5. Single-sourcing can be detrimental or even fatal to a company if the buyer-
supplier relationship is damaged or if the supplying company has financial
difficulty.
6. Competition from traditional paper calendars and other promotional items is
strong.
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E. Matching Strengths to Opportunities/
During the develop-
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ment of a marketing plan,
Converting Weaknesses and Threats
marketers attempt to match
1. The acceptance of technological advances and the desire to control time create
internal strengths to external
a potential need for a computer-based calendar.
opportunities. In addition, they
try to convert internal weak-
2. Star Software has more opportunity for business growth during its peak season
nesses into strengths and exter-
than it can presently handle because of resource (human and capital) con-
nal threats into opportunities.
straints.
3. Star Software must modify its management hierarchy, empowering its employ-
ees through a more decentralized marketing organization.
4. Star Software should discuss future growth strategies with its supplier and
develop contingency plans to deal with unforeseen events. Possible satellite
facilities in other geographic locations should be explored.
5. Star Software should consider diversifying its product line to satisfy new mar-
ket niches and develop nonseasonal products.
6. Star Software should consider surveying its current customers and its cus-
tomers’ clients to gain a better understanding of their changing needs and
desires.
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IV. MARKETING OBJECTIVES
The development of mar-
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keting objectives is based
on environmental analysis,
Star Software, Inc., is in the business of helping other companies market their prod-
SWOT analysis, the firm’s over-
ucts and/or services. Besides formulating a marketing-oriented and customer-
all corporate objectives, and the
focused mission statement, Star Software should establish an objective to achieve
organization’s resources. For
cumulative growth in net profit of at least 50 percent over the next five years. At
each objective, this section
least half of this 50 percent growth should come from new, nonmanufacturing cus-
should answer the question,
tomers and from products that are nonseasonal or that are generally delivered in the
“What is the specific and meas-
off-peak period of the calendar cycle.
urable outcome and time frame
for completing this objective?”
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