Sample Marketing Plan Template (Page 5 of 9) in pdf

Sample Marketing Plan Template Page 5

(Insert your company name here)

Sample Marketing Plan

Situational Analysis

Existing Customers

If you are an existing business then the first thing you need to do is identify

who your existing customers actually are. Start by identifying your top 200

customers in terms of annual sales. You may find it easier to divide your

customers in to three categories: gold, silver and bronze.

Gold Clients

Should be your top 25 customers in terms of value. These customers are

strategically important: if your business were to lose them it would mean

financial trouble.

Silver Clients

Should be the next 50 customer in terms of value: can these be converted

into Gold customers in the future?

Bronze Clients

These should be the next 125 customers in terms of value: can they be

converted into Silver customers?

Industry Summary

You need to have a good understanding of the industry and the market you

are in. This will enable to you to gain a thorough understanding of all the

factors that are going to affect your business.

 What is the industry you are in?

 Is it a new or emerging industry?

 How has it developed over time?

 What is the demand for your product/service?

 Is there any market segmentation?

Sample Marketing Plan Template Page 5