Marketing plan structure: How to build a marketing plan for a product or service.

1. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
Marketing Plan Structure
“Get to know your enemy and get to know yourself and your
victory will never be in danger; get to know the time and get to
know your surroundings and then your victory will be complete.”
Sun Tzu
Humberto Serrano
Gerencia de Marketing

2. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
Results when we don’t
plan

3. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
“The success of one strategy depends on doing many things well
– not only some things - and integrate them among each other.”
Porter
What is strategy?
Michael Porter

4. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
The operational efficiency is NOT and strategy
¿What is strategy?
Michael Porter

5. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
The essence of the strategy lies in the activities:
• To perform activities in a different way (well done)
• To perform different activities to the activities
performed by our rivals
What is strategy?
Michael Porter
The strategy is the creating of a unique and valuable
position that involves many different activities.

6. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
Strategy Planning
• It is a way to establish the organizational purpose in relation of long-term
objectives, action programs, and priorities in the distribution of resources.
• Definition of the field where the company is going to compete .
• Consistent, unifying and integrating project of the entire organization
• Answers to the external opportunities and Threats as well as to the internal
weaknesses and strengths
• The strategy as the principal means to achieve the competitive advantage
To search the favorable competitive positioning in a sector, which is the
fundamental field where the competition takes place.
The competitive strategy search to establish a profitable and sustainable
position against the forces that determine industry competition.
• Motivating force for those with interests in company: shareholders,
employees, managers, customers, suppliers, creditors, municipalities,
governments, etc..

7. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
The basic process of planning answer the
following questions :
1. Where are we now?
2. Where do we want to be?
3. How are we going to get there?
4. How do we make sure that we
Arrive where we want to go?
5. How do we know if
we arrive there?Morrison, A.M.

8. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
Strategy Business and
Marketing Plan
STRATEGY
BUSINESS
• GENERAL
MANAGER
• MARKETING
• FINANCES
• RRHH
• PRODUCTION
• I & D

9. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
MARKETING PLAN
STRUCTURE

10. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
Marketing Mix
Strategies
Microenvironment
Clients
Needs and other
dimensions of
segmentation
Company
Internal Analysis
Competition
Actual &
Potentials
S
W
O
T
Segment
Target
Macro Environment: Economic, political, legal,
cultural, technical, demographic and
natural factors
Positioning &
Differentiation
MARKETING PLAN
Providers
Intermediaries
Public
O
B
J
E
C
T
I
V
E
S
Adaptado de:
E. Jerome McCarthy &
William D. Perreault, Jr.
PRODUCTS
Target
Selection

11. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
Marketing Mix
Strategies
Microenvironment
Clients
Needs and other
dimensions of
segmentation
Company
Internal Analysis
Competition
Actual &
Potentials
S
W
O
T
Segment
Target
Macro Environment: Economic, political, legal,
cultural, technical, demographic and
natural factors
Positioning &
Differentiation
MARKETING PLAN
Providers
Intermediaries
Public
O
B
J
E
C
T
I
V
E
S
Adaptado de:
E. Jerome McCarthy &
William D. Perreault, Jr.
Personal
Processes
Physical Evidence
SERVICES
Target
Selection

12. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
Marketing Mix
Strategies
Microenvironment
Clients
Needs and other
dimensions of
segmentation
Company
Internal Analysis
Competition
Actual &
Potentials
S
W
O
T
Segment
Target
Macro Environment: Economic, political, legal,
cultural, technical, demographic and
natural factors
Positioning &
Differentiation
MARKETING PLAN
Providers
Intermediaries
Public
O
B
J
E
C
T
I
V
E
S
Adaptado de:
E. Jerome McCarthy &
William D. Perreault, Jr.
Target
Selection
DECISIONSANALYSIS

13. ©2013 Humberto Serrano - @ghserrano
ghserrano@yahoo.com
END
Thank you so much!
Humberto Serrano
ghserrano@yahoo.com