Sample Marketing Plan Template Page 9
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11Appendix C Sample Marketing Plan
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VI. MARKETING IMPLEMENTATION
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A. Marketing Organization
This section of the mar-
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keting plan details how
Because Star’s current and future products require extensive customization to match
the firm will be organized—by
clients’ needs, it is necessary to organize the marketing function by customer
functions, products, regions, or
groups. This will allow Star to focus its marketing efforts exclusively on the needs
types of customers—to imple-
and specifications of each target customer segment. Star’s marketing efforts will be
ment its marketing strategies. It
also indicates where decision-
organized around the following customer groups: (1) manufacturing group; (2) non-
making authority will rest within
manufacturing, business-to-business group; (3) consumer product licensing group;
the marketing unit.
and (4) industry associations group. Each group will be headed by a sales manager
who will report to the marketing director (these positions must be created). Each
group is responsible for the marketing of Star’s products within that customer seg-
ment. In addition, each group will have full decision-making authority. This repre-
sents a shift from the current highly centralized management hierarchy. Frontline
salespeople will be empowered to make decisions that will better satisfy Star’s
clients.
These changes in marketing organization will enable Star Software to be more
creative and flexible in meeting customers’ needs. Likewise, these changes will
overcome the current lack of diversification in Star’s product lines and client base.
Finally, this new marketing organization will give Star a better opportunity to moni-
tor the activities of competitors.
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B. Activities, Responsibility, and Timetables for Completion
This component of the
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marketing plan outlines
All implementation activities are to begin at the start of the next fiscal year on
the specific activities required to
April 1. Unless specified, all activities are the responsibility of Star Software’s next
implement the marketing plan,
president, Jonathan McLemore.
who is responsible for perform-
ing these activities, and when
• On April 1, create four sales manager positions and the position of marketing
these activities should be
director. The marketing director will serve as project leader of a new business
accomplished based on a speci-
analysis team, to be composed of nine employees from a variety of positions
fied schedule.
within the company.
• By April 15, assign three members of the analysis team to each of the following
projects: (1) research potential new product offerings and clients, (2) analyze the
current billing cycle and billing practices, and (3) design a customer survey pro-
ject. The marketing director is responsible.
• By June 30, the three project groups will report the results of their analyses. The
full business analysis team will review all recommendations.
• By July 31, develop a marketing information system to monitor client reorder pat-
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terns and customer satisfaction.
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