Marketing Plan Structure


Below I have outlined the process I go through when constructing a ‘Go-Forward’ Marketing Plan with clients. But first is a brief explanation to help you understand the various stages. If you have any questions please feel free to get in touch!

Most of stage one, Where are we now’ section, will be situated in the appendices and not the actual plan as it is mainly research and analysis of market and organisational data which we extract from. These documents create the foundation of a marketing information system which should be updated on a regular basis.

The action really starts with the ‘Where do we want to be’ section. Here, we use information from the internal and external audits to plot out the best possible competitive position for your organisation and evaluate the best strategies to achieve the desired position.

Up until the third and final section ‘How do we get there’ the Marketing plan has been entirely based on strategy. We now start concentrating on the tactics and actions to execute the strategy and achieve the desired aims and objectives.

It is worth noting that many organisations and particularly small businesses make the mistake of jumping into marketing tactics before evaluating the best strategic options available to them. You may know a business who wasted all that money on a website which is structured poorly and does not communicate clearly with their target market? or a company that goes into a new market with little relevant resources? Going through the strategic marketing process with a good marketeer should avoid expensive mistakes like these.  So always remember – Strategy Before Tactics

Stage 1 – Where are we now?

Internal & External Audit

    • S.W.O.T Analysis – TOWS Matrix
    • Resources and capabilities – Financial / Physical / Human / Intangible
    • Value Chain / Business Model Analysis
    • S.T.E.E.P.L.E Analysis – Drivers of change
    • Market Analysis
    • Competitor Analysis
    • Customer Analysis
    • Porters Five Forces
    • Define what business/s you are in (SBU), Position in market, how, who, where you compete (USP)

Stage 2 – Where do we want to be?

    • Mission, Aims and Objectives
    • Financial Summary – Gap Analysis
    • Market Overview
    • Market Segmentation, targeting and Positioning
    • Product Portfolio Analysis
    • Product Life-Cycle Analysis
    • Generic Strategies
    • Strategic Option and Selection 

Stage 3 – How will we get There?

    • Seven P’s – Product, Place, Price, Promotion  /  People, Physical Evidence, Process
    • Tactics
    • Action Plan
    • Control & Evaluation
    • Contingency

SOSTAC:  Situational Analysis – Objectives – Strategy – Tactics – Action plan – Contingency & Control


You can download the marketing plan structure here