FACULTY OF MASTER OF BUSINESS ADMINISTRATION

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Student’s Name MA THANT THANDAR

Student’s ID No LC000135000037

Year/Semester 1/2020

Program MASTER OF BUSINESS ADMINISTRATION

Subject Name / MAKETING MANAGEMENT

Subject Code

Lecturer’s Name DR.PHYO PAING

Assignment Title MAKETING MANAGEMENT

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(excluding this page)

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I certify that this assignment is my own work in my own words. All resources have been
acknowledged and the content has not been previously submitted for assessment to LINCOLN or
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 Signed: Date: 11.5.2020

ASSIGNMENT - 1
Marketing Mix
The term marketing mix refers to the primary elements that must be attended to in order to properly
market a product. Also known as The 4 Ps of Marketing, the marketing mix is a very useful, if a bit
general, guideline for understanding the fundamentals of what makes a good marketing campaign.
Here is a brief description of each component of the 4 Ps of the marketing mix with examples of
how the “TT Bakery” uses Marketing concept.
1. Product Mix
2. Price Mix
3. Place Mix
4. Promotion Mix
These four elements are adjusted until the right combination is found that serves the needs of the
product's customers, while generating optimum income.

Product Mix
Product mix is a combination of products manufactured or traded by the same business house to
reinforce their presence in the market, increase market share and increase the turnover for more
profitability. Normally the product mix is within the synergy of other products for a medium size
organization. However large groups of industries may have diversified products within core
competency. 
One of the realities of business is that most firms deal with multi-products.This helps a firm diffuse
 its risk across different product groups. Also it enables the firm to appeal to a much larger group of
customers or to different needs of the same customer group.
“TT Bakery” they introducing one or two new bakery items for their customers every month to
attract the customers more and more.

Investing in the Product Mix

The product Mix will have the following dimensions.

1. Length – Identifies how many different types are there.                        

(e.g. We have different types of cakes, bakery items & sweet Items)
02. Breadth – The variety of products under each product type.                      
(e.g. We have different names of cakes e.g.: Chocolate cake, Ribbon cake, Butter cake, Fruit cake &
etc)
03. Depth – This Identifies for each variety what the different types of sub categories are (Chocolate
icing cake, Chocolate Fudge cake, Chocolate Cake with Roasted Nuts, Chocolate Cup Cake).  

Place Mix

Place Mix is concerned above how the product will be made to reach the customers and it will focus
on the following areas.
Although figures vary widely from product to product, roughly a fifth of the cost of a product goes
on getting it to the customer. 'Place' is concerned with various methods of transporting and storing
goods, and then making them available for the customer. Getting the right product to the right place
at the right time involves the distribution system.
The choice of distribution method will depend on a variety of circumstances. It will be more
convenient for some manufacturers to sell to wholesalers who then sell to retailers, while others will
prefer to sell directly to retailers or customers.

  i)    Distribution Channels (through our outlets)

      ii)    Storage and ware house
(we are keeping stocks only for day today business in their own storage house in a better way)
 iii)   Transportation vehicles
(we have our own vehicles for transport the cakes, bakery items & sweet items for our own outlets,
we are transporting day today for our outlets).
 iv)    Location of Outlets
(near to main bakery within 10km all outlets located)
v) Arrangement of sales areas
(We targeted for where people are gathering a lot)
    vi)   Stock Levels (we are keeping stock only for day today business)
      vii)   Coverage

ASSIGNMENT – 2

Marketing Plan ( NEXT )

1.0 Introduction
In this marketing plan, the execution of marketing strategy of an existing organization that is
‘NEXT’ will be discussed. In this plan the marketing strategies implementation will be
discussed in detail. The marketing mix and the targeting, segmenting and positioning strategy of
NEXT in China will be elaborated. Through this marketing plan, the aim will be to identify the
implementation of marketing strategies through which the NEXT will aim to expand its market
share and consumer base. Also, the current situation of Chinese apparel industry and NEXT
current market situation in China will also be discussed in detail. The tactics and strategies that
the can employ to achieve the given objective will also be discussed. 2.0 Situation Analysis
NEXT plc is the UK based high street multi channel retailer which provides a wide range of
fashion commodities ranging from clothing to accessories and home products. The company’s
products are designed by styled in house team providing superior quality with a contemporary
fashion edge that gives value for money (NEXT plc, 2014a). The company headquarter is in
Enderby with around more than 540 retail stores in the UK. The company has a NEXT directory
which is a home shopping website and catalogues that has around 4 million active consumers
 and has services in over more than 70 countries. By being on the web, the company has been
able to increase its share by more than 150 percent in last ten years. Also the company’s
catalogue provides around 1,400 pages of their collection as compared to 350 pages at the time
it was first launched (NEXT Plc, 2014b). To evaluate the external and internal environment of
the company presently in China, the pestle and SWOT analysis of the company is discussed as
below:
2.1 PEST Analysis
Political factors
The governmental policies and regulation that impact an organization are the political factors. In
Chinese market the political factors included increase tax and regulation relating to transferring
business on other areas (cities or regions). These are the political aspects that affects NEXT as well
in China (Fogel, 2010).
Economic factors
As per Lu (2015), the Chinese apparel market will exceed United States market and will be one of
the largest apparel markets by the year 2019. As per the forecast, there will be an increase of 25
percent in the Chinese apparel market in the annual sales from the year 2014 to 2019. The apparel
market of China is highly competitive with no apparel brand having a market share of more than 1
percent in China. Also, in China in spite of the overall market, the dollar spending on the apparel
per capital is much lower as compared to many developed economies around the globe. In the year
2014, spending of individual consumer on apparel was approximate $240, even though spending on
apparel accounted for a big share in the Chinese household income (i.e. around 10 percent). In spite
of slower growth rate in the past few years, China’s apparel market has a strong position and by the
year 2017 will be able to take the United States to become the world’s largest apparel market (PwC,
2015).
Social factors
Presently, there has been substantial increased in the fast fashion trends, where Asian consumers for
the trendy brands that are multiplying. With the increase in income and aspiration, young and
affordable brands have been trying to fill in consumer demand of remaining chic and trendy (Li, Li,
and Kambele, 2012).
Technological factors
The apparel industry is changing due to rapid technological changes in production process and
manufacturing methods. Also, reaching to consumer is becoming easy due to technological
advances such as the widespread use of social media (Shiau, and Luo, 2012).
2.2 SWOT Analysis
Strengths
Following are the strengths of the company as mentioned by Next Plc (2014a):
- Superior customer service in terms of being active in social media.
- NEXT directory website which increase the percentage of orders from home by 30 percent to 45
percent.
- NEXT day delivery service which gives the company strength compared to other retailers.
- The company can enhance their cutting edge technology by outsourcing it to be more innovative,
by considering partnerships with online start-ups like Net-a-Porter.
- The company can also improve their delivery services by looking for a more reliable and credible
third party delivery source.
Weaknesses
Following are the weaknesses of the company as mentioned by Next Plc (2014b):
- The company relies on third party for their delivery services, which causes failure or error.
- The company in not keeping up with the competitors in terms of technology and customer
knowledge.
Opportunities
Following are the opportunities available for the company as given by Rumsey and Saunter (2014):
- The company can enhance their cutting edge technology by outsourcing it to be more innovative,
by considering partnerships with online start-ups like Net-a-Porter.
- The company can also improve their delivery services by looking for a more reliable and credible
third party delivery source.
Following are the threats present in the industry as mentioned by Coen (2014):
- The high end retailer competitors which are using cutting edge technology to better reach to
consumers.
- Low consumer loyalty due to competitors offering more or less likely offering in apparel (men and
women and footwear.
3.0 Marketing Objectives
The main objective of marketing plan is to helping the company in attaining their short term
objectives thus bringing the company closer to achieving their long term performance goals (Wood,
2013) Therefore, the objective of making a new strategy plan for NEXT plc for the short term is to
address the changing needs of consumers and changing lifestyles, technology and social trends,
which will increase the brand image and brand awareness of the company. Presently, NEXT plc
have a diversification strategy as their growth strategy because of continuous opening of new stores.
The company also diversifies into new products like home and gardens in their foreign market as
well (Davey, 2014). The purpose of this marketing plan is to develop a short term (1 to 3 years)
marketing plan for NEXT in China to enhance the brand affiliation and market share and to become
the consumer destination for apparel shopping. The three main objectives of this marketing plan are
as follows: - To increase the market share and sales of NEXT within coming one to three years
through the use of innovative marketing strategies. - To increase online and physical stores brand
affiliation within the further six months. - To increase the amount of customers i.e. at least 10% in
NEXT Directory for international online sales in approximately next one year.

4.0 Consumer and Markets

4.1 Segmentation and Targeting
In segmenting, targeting and positioning strategies, companies firstly decide the types of customer
that exists. Secondly, it decides on the customers that they want to serve and lastly communicating
the company’s products and services to chosen market segments (Hassan and Craft, 2012).
Segmentation is involved grouping consumer in a similar segment that may have similar
characteristics and may respond to marketing actions in a similar way. The various segments in a
market are demographics, psychographics and behavioral. Once, the segmentation is done the
NEXT step is targeting. Developing specific marketing strategies for the segment market is very
important (Boone, and Kurtz, 2013). The NEXT demographic segmentation includes both genders
i.e. male and female who are young professionals within the age of 20 and 48. The consumer
incomes segment markets of NEXT are the consumers with the income middle class
consumers.However to achieve the stated marketing objectives, the company has to segment
consumers from the age of 15 and above. The young generation are becoming more fashion savvy
and likes to keep up the fashion trend and will prove to be a profitable segment for the company.
Also, as related to the psychographic segmentation of NEXT’s consumer are working and middle
class with busy lifestyle with a mindset of value for money (Hood, Clarke, and Clarke, 2015). Also,
the NEXT should aim to target consumers are trend setters and innovators rather than late majority
or laggards in fashion. Due to the high quality of NEXT products the behavior segmentation of their
customers are independent purchasers. As per the VALS 2 lifestyle model, the consumers of NEXT
are believers and strivers. This is because of the consumer being conservative and aware of the
quality that they are purchasing (Valentine, and Powers, 2013). In order to achieve the given
marketing objectives, NEXT should aim to target the consumers who are thinkers and achievers
who are high on innovation and resources.
4.2 Positioning
Positioning is related to creating a brand image of the product in the mind of consumers (Singh,
Kalafatis, Blankson and Passera, 2012). Companies use positioning map to assist them create a
marketing positioning strategy for their offerings. The positioning map is based on the perception of
the consumers that is why it is also called positioning map. The positioning map helps company in
identifying where they are positioned presently and where the company wants to be positioned in
the future (Lee, Yang, Chen, Wang, and Sun, 2015).
At present, NEXT is positioned as company with affordable pricing and with moderately high
fashion trend and modernity in their products. The main competitors of NEXT are Zara and Asos.
Both the brands are high on fashion with little variability in term of its pricing strategy. With this
Marketing plan, the objective of the company is to be positioned as a brand that is more premium
and high in quality.
Another marketing strategy that NEXT plc can use is to expand channels by becoming
OmniChannel retailing. By ominChannel it means that customers can make the purchasing using
different applications and locations. With consumers being able to fulfil their purchasing needs,
consumer will be more satisfied with the service and will be more loyal towards the brand. Also,

5.0 Marketing Strategies

The order to realize the marketing objective developed in this marketing plan, there are different
marketing strategies that the company need to adopt to meet the consumer changing demands,
lifestyle and purchasing patterns. One of the marketing strategies that the NEXT can adopt in their
in store retail outlets is the use of virtual fitting room. Virtual fitting rooms will help in enhancing
the customers shopping experience. Topshop, one of the top clothing retailers is already using
virtual fitting room in some of their retail outlets. This room will permit the consumer to take a
clothing piece of the rack without trying it on. In order to select one clothing item, the consumer has
to use hand gestures to manger the user interface. Also, with the advancement in technology, the
virtual fitting room can be applied in e-commerce as well. Thus NEXT plc can use the virtual fitting
room both online and offline.
Another marketing strategy that NEXT plc can use is to expand channels by becoming
OmniChannel retailing. By ominChannel it means that customers can make the purchasing using
different applications and locations. With consumers being able to fulfil their purchasing needs,
consumer will be more satisfied with the service and will be more loyal towards the brand. Also,
the Chinese consumers are moving more towards online buying and buying through different
applications rather than in store shopping. Also, there has been a substantial rise in consumer
buying apparel, accessories and footwear online.Through using all retail channels, NEXT will be
able to increase their brand awareness and product portfolio through having an online presence with
increase in online sales. This multi-channel presence of the brand will also increase the brand in
store sales as well. Also, the brand awareness that will be developed in consumer through the
company’s website will positively affect the company in increasing through all channels and not
just through online channel. While adopting this strategy, the company need to ensure that its
overall inventory is present in all channels to increase customer satisfaction level.
6.0 Marketing mix
The marketing mix consists of four marketing P’s that are explained below with reference to the
above given marketing strategies that the company may employ to achieve the marketing
objectives. The marketing mix elements (price, place and promotion) for NEXT plc are discussed
below:
6.1 Price
The price of the virtual fitting room and online stores and the NEXT mobile application are all
accessible to consumer free of cost. The consumer can access the online store through their laptop,
iPads, tablet, personal computer and smart phones. Also the consumer will be able to download the
NEXT application from their Apple store or Google stores in case of android smart phones. Also,
the in store virtual fitting rooms will be free of cost for all consumers which the basic aim of
increasing consumer experience and satisfaction level.
6.2 Place
The place of virtual fitting rooms will be in the retail outlets of the NEXT stores. Also, the place or
physical evidence of NEXT mobile application will be in the consumers’ smart phones, which the
consumer can download from their application stores.
6.3 Promotion
Some of the promotion strategies that NEXT plc can use to promote the given market strategies are
through newsletter and personal emails and mobile messaging to their consumers. Also, the
company can also used social media platforms like Face Book, Twitter and Instagram for
promoting their chosen marketing strategies. Also, for the launch of these marketing strategies the
company can also use the Personal Relation (PR) promotion strategies.
7.0 Evaluation and Control
The success of the marketing strategy implementation can be evaluated by assessing how many
visit and downloads the virtual fitting room and the NEXT mobile application are done by
consumers in the given time period. The brand affiliation of consumer can assessed by knowing
how many consumers are aware of the company’s new technology and how many consumers are
actually using these technologies for the purpose of shopping NEXT products. Also, the rating and
satisfaction rate of consumers from these new technological advances can also be used to evaluate
the effectiveness of proposed marketing strategies.
Also, the sale revenue will be the biggest indicator of the effectiveness of the company’s marketing
strategies. Also the assessment of sales increase through online and in store medium is also an
indicator of effective implementation of the proposed marketing strategies. From the proposed
marketing strategies it shows that these strategies are to enhance brand visibility for the consumer
and will assist the company in driving towards innovative technologies and being consumer driven.
Also, the proposed marketing strategies will enhance the brand affiliation and brand awareness.
8.0 Conclusion
With the understanding of NEXT current situation by evaluating the company’s strength and
weakness with the threats and opportunities and the assessment of company’s external environment,
the above marketing plan is developed. The marketing objective of this marketing plan is to
increase the market share and sales through the use of innovative marketing strategies. The
marketing strategies in order to achieve those objective are the development of virtual fitting room
to increase customer experience and satisfaction and to expand the retail channels of the company
so that is easy accessible to consumers through all mediums. In the end of the marketing plan, the
evaluation and control of the proposed marketing strategies are also discussed.

Assignment -3
Consumer Decision Making Process

Personal Factors
The personal characteristics of the buyer such as age and life-cycle stage, occupation, lifestyle,
economic circumstances, personality and self-concept also affects the buyer’s decision.
1. Age and life-cycle stage
With the change in the age and life-cycle stage, people change buying patterns on goods and
services they buy over their lifetimes. Tastes in food, clothes, furniture and recrea-tion are generally
age related that changes over the time. Buying is also shaped by the family life-cycle stage. (Kotler
et al 2008 p 250) .Even the consumption pattern of the people of same age and gender differs due to
difference in their family life-cycle stage (Lamb et al 2010 p 267).According to Lamb et al, “The
family life cycle (FLC) is a se-ries of stages determined by a combination of age, marital status, and
the presence or absence of the children”. Generally, marketers define family life cycle as young
singles, young married with chil-dren, middle age married with or without children and older age
which largely influ-ences the buyer behavior. Below is a figure that shows how the needs, income,
expenses and buying behavior changes in different life cycle stage.
2. Occupation
A person’s occupation affects the consumption of goods and services. “A person nor-mally buys
goods that suit his occupation.” Jain 2010 p 134.The nature of job of a buyer has direct influence on
the products and brands that he/she chooses for him or her.
For example, if two friends, one of them is Chief Executive Officer (CEO) and another is just a
normal teacher, then their purchasing decision differs a lot. A CEO will always prefer the premium
brands that are compatible with his designation but a teacher will look for the normal brands which
are not usually expensive. As a CEO, the buyer could be really conscious about the clothes that he
wore, perfume and watches but a teacher will never bother about those stuffs and accessories. This
is all because of importance of one’s designation. For a CEO, it is really an essential matter to wear
something unique and elegant that shows his personality as per his profession.
3. Economic Circumstances
The buying tendency of a buyer is always directly related to the economic situation or income of a
buyer. Any individual who have higher level of disposable income will buy expensive and premium
products than compared to people having middle or lower level income. What an individual buys
depict the economic situation of that particular person. For example; a person who has high income
could afford and decide to buy the luxury items but a person who has lower income would buy
grocery items rather than thinking to buy luxury items. Therefore, economic situation is an
important factor that affects the purchasing decision of a buyer. Economic situation is the
purchasing power of a con-sumer which has positive relationship with his/her personal spending.
Marketers, therefore target consumers who have lots of money and resources, charging prices to the
match. For example, Rolex positions its luxury watches to high income in-dividuals as ‘a tribute to
elegance, an object of passion, a symbol for all time’. On the other hand some marketers target
consumers with more modest means. Timex makes more affordable watches targeting consumers
other than high level income that ‘take a licking and keep on ticking’.
4. Lifestyle
Lifestyle is the way of living that an individual chooses according to his/her activities, interests, and
opinions. People who have similar culture, social class or occupation may have different lifestyles.
According to Kotler et al, “Lifestyle is a person’s pattern of living as expressed in his or her
activities, interests and opinions”. Lifestyle captures a person’s whole pattern of acting or
interacting in the world more than profiling a per-son’s social class or personality.
According to Boyd and Levy, “Everyone’s life has a style of some kind and he wishes to develop it,
sustain it, show it and make it a coherent and visible thing that other peo-ple can recognize”.
Moore (1963) on the other hand suggested another definition of lifestyle to connect conceptual and
operational interpretations. According to him, lifestyle is a patterned way of life into which people
fit various products, events or resources. Moreover, con-sumer purchasing is an interrelated,
patterned phenomenon and products are purchased as part of a “life style package”.
Lifestyle is measured through psychographics. It is the technique of measuring lifestyles and
developing lifestyle classifications. Basically, it involves measuring the main AIO dimensions
(activities, interests and opinions). Psychographics specifically focuses on what people like to do,
what are their areas of interests and what opinions that people hold on various matters. (Lazer
(1963), Plummer (1974)). The table below shows the dimensions used in psychographics to
measure lifestyles.
Another mostly used lifecycle classification is the SRI Values and Lifestyles (VALS) typology. The
original VALS typology classifies consumers into nine lifestyle groups on the basis of inner
directed (for example, ‘experientials’), outer directed (‘belongers’, ‘achievers’), or need driven
(‘survivors’).
A survey from Strategic Business Insights (SBI), a spin out of SRI International is one of the most
popular frameworks for exploring consumer lifestyles. A short questionnaire is used by the
company’s VALS Program to help classify consumers into eight basic groups (innovators, thinkers,
achievers, experiencers, believers, strivers, makers and survivors).
5. Personality and self-concept
The unique and distinct personality of an individual influences his/her buying behavior. Personality
is the visible human internal traits and behaviors that make an individual distinct and different from
every other individual. The traits such as self-confidence, dominance, sociability, autonomy,
defensiveness, adaptability and aggressiveness are used for describing the personality of an
individual. “Personality refers to the unique psychological characteristics that lead to relatively
consistent and lasting responses to one’s own environment”(Kotler et al 2008. p 253). An
individual personality may arise from personal experiences or hereditary characteristics that make
him unique. Personali-ty is typically described as having one or more of these characteristics such
as compul-siveness, ambition, gregariousness, dogmatism, authoritarianism,, introversion, extro-
version and competitiveness.
Consumers are likely to purchase the products or brands that match up with their per-sonalities.
Consumers personally tend to identify themselves with certain brands or use brands as a means of
self-expression (Kim 2000). It means that brands are also per-ceived to possess the personality in
much the same way as humans. According to Aaker 1997, a brand personality is therefore can be
defined as the set of human characteristics associated with a brand that tends to serve a symbolic
and self-expressive function. Aaker 1997, also mentioned about five dimensions about brand
personality including existence, excitement, competence, sophistication and ruggedness.
An individual’s self concept is closely related to personality. Self-concept also known as self –
image is the way to view oneself. Self-concept is defined as “the totality of the individual’s
thoughts and feelings having reference to himself as an object” (Rosenberg, 1979, p. 7). Individuals
develop their self concept and alter them based on the interac-tion between psychological and social
dimensions. Research has shown that buyers pur-chase those products that reflect and enhance their
self-concept and purchase decisions are important for the development and maintenance of a stable
self-concept. Self-concept influences the buyer to buy a product in a specific product category and
may affect brand selection and the place to buy it at the same time (Pride and Ferrell 2011 p 160).
According to Carl Rogers (1959), self concept has three different components.
1. Self image ( the view you have of yourself)
2. Self esteem ( how much you value of yourself)
3. Ideal self ( what you wish you were to be)

These three components always affect the buying behavior of a buyer. During decision making, a
buyer always keep in mind what he think of himself, how much he value gives for himself and what
he wish to be like and he purchase something that best fit those criteria. Health and Scott, 1998,
mention that consumers buy those products and brands that they believe to possess symbolic images
similar and complementary to their self image in order to achieve image congruence. For example,
people purchase luxury products (e.g. high performance automobiles) to reinforce or strengthen
their status in the society (O’Cass and Frost, 2002).
MARKETING PLAN
Table of Contents
1. Business Summary
o MM Mingalarpar Myanmar
o Mission Statement
o SWOT Analysis
2. Business Initiatives
o Overarching initiatives
  Marketing initiatives, goals, metrics
3. Target Market
o Real Estate Industry
o Buyer Persona(s)
o Competitive Analysis
4. Market Strategy
o Product
o Price
o Promotion
o People
o Process
o Physical Evidence
5. Budget
6. Marketing Channels

Business Summary
Our Company
MM Mingalarpar Myanmar is a company headquartered in Yangon .The company’s mission is to
be a trusted realty agency for people.

Our Marketing Leaders

Yangon Leader is our marketing leader 1. She is the head of marketing team in Yangon. She will
do overall management of her team, setting and achieving target of her team.
Mandalay Leader is our marketing leader 2. She is the head of marketing team in Mandalay. She
will do overall management of her team, setting and achieving target of her team.
Upper Myanmar Leader is our marketing leader 3. She is the head of marketing team in upper
Myanmar excluding Mandalay. She will do overall management of her team, setting and achieving
target of her team.
Lower Myanmar Leader is our marketing leader 4. She is the head of marketing team in lower
Myanmar excluding Yangon. She will do overall management of her team, setting and achieving
target of her team.

SWOT Analysis
As MM Mingalarpar Myanmar marketing team, we want to help the brand lean into what it does
well, improve what it doesn’t, capitalize on what it can do, and defend against what could challenge
it. With that in mind, here is our SWOT analysis for 2020.
Strengths Weaknesses Opportunities Threats
What we’re good at. What we want to fix. What the industry What we think could
What’s working. What we want to might soon want. hinder our growth.
What our customers strengthen. What we What we think we’ll What/who we think
like about us. want to become more be good at. What will could take our
efficient at. be our difference- customers.
maker.
Knowing customer [Enter weaknesses [Enter opportunities [Enter threats here]
need and want here] here]
Finding suitable
property in

Business Initiatives
Little Fairy Tale Villa is located in Mogok Township.
Initiative 1
Description: Over the next 12 months, we’ll work on building a blog property that becomes a go-to
resource for our customers’ burning questions -- and our number-one source of leads month over
month.
Goal of initiative: To increase our website’s rank on Google and create critical top-of-the-funnel
marketing content that helps our sales team start more conversations with prospects.
Metrics to measure success: 50,000 page views per month / 10 content downloads per month]

Initiative 2
Description:
Goal of initiative:
Metrics to measure success:

Initiative 3
Description:
Goal of initiative:
Metrics to measure success:

Target Market
Industries
In [current year], we’re targeting the following industries where we’ll sell our product and reach out
to customers:
[Industry 1]
This includes [sub-industries where your business might target more specific segments of your
audience]. [Example: Industry 1: Food and Beverage. This includes bar & grills, breweries,
steakhouses, etc.]
[Industry 2]
This includes [sub-industries where your business might target more specific segments of your
audience]. [Example: Industry 2: Human Resources. This includes recruitment, people operations,
etc.]

Buyer Personas
Within our target market(s), we’ve identified the following buyer personas to represent our ideal
customers:
[Buyer Persona 1]
[Buyer Persona 1] is [age range] years old. S/he works in [job title or industry name] for a living
and spends his/her free time [describe lifestyle, family size, etc.]. Ultimately, [Buyer Persona 1]
wants [personal or professional challenge(s) that your business will try to solve].
[Buyer Persona 2]
[Buyer Persona 1] is [age range] years old. S/he works in [job title or industry name] for a living
and spends his/her free time [describe lifestyle, family size, etc.]. Ultimately, [Buyer Persona 1]
wants [personal or professional challenge(s) that your business will try to solve].

Competitive Analysis
Within our target market(s), we expect to compete with the following companies:
[Company 1]
Products we compete with: [This competitor’s product/service, what it does, and what it might do
better than yours]
Other ways we compete: [Example: This competitor has a blog that ranks highly on Google for
many of the same keywords we would like to write content on]
[Company 2]
Products we compete with:
Other ways we compete:
[Company 3]
Products we compete with:
Other ways we compete:
[Company 4]
Products we compete with:
Other ways we compete:
Market Strategy
Product
[Describe the products with which you will enter the target market described in the section above.
How will this product solve the challenges described in your buyer persona description(s)? What
makes this product different from (or at least competitive against) your competition?]
Price
[How much are you selling this product for? Is it competitive? Realistic for your customers’
budget? Will you run any seasonal promotions/discounts associated with this product?]
Promotion
[How will you promote this product? Think more deeply than your blog or social media channels.
What about this content will drive value into your product?]
People
[Who in the marketing department plays a role in your market strategy? Describe what each of
them, or each team, will do to bring your market strategy success.]
Process
[How will the product be delivered to your customer? Is it an ongoing service? How you support
their success with your product?]
Physical Evidence
[Where is your product displayed? If you sell an intangible product, how would customers produce
visible evidence of your business?]

Budget
Over the course of [current year], given the cash allotted to the Marketing team, we expect to invest
in the following items to ensure we meet the objectives outlined in this marketing plan:
Marketing Expense Estimated Price
 Marketing Software

Event 1 [Hosting]

Event 2 [Attending]

Content Sponsorship [time period of campaign]

Pay-per-click (Google)

[To add more rows to this table, right-click a

cell, then select Insert > Rows Above / Rows
Below]
Total [Total Marketing Team Expense for Current
Year]

Marketing Channels
Over the course of [current year], we will launch/ramp up our use of the following channels for
educating our customers, generating leads, and developing brand awareness:
[Website/Publication 1]
Purpose of channel: [Example: Brand Awareness]
Metrics to measure success: [Example: 50,000 unique page views per month]
[Website/Publication 2]
Purpose of channel:
Metrics to measure success:
[Website/Publication 3]
Purpose of channel:
Metrics to measure success:
[Social Network 1]
Purpose of channel:
Metrics to measure success:
[Social Network 2]
Purpose of channel:
Metrics to measure success:
[Social Network 3]
Purpose of channel:
Metrics to measure success: