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This sample marketing plan was created with Marketing Plan Pro software.

The purpose of Granite Industries marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance.

  • Revenue- monthly and annual.
  • Expenses- monthly and revenue.
  • Research and development as a percentage of sales.
  • Customer satisfaction.

Implementation

The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20032/1/2003$0SteveMarketing
Advertising campaign #11/1/20036/30/2003$16,500SteveMarketing
Advertising campaign #27/1/200312/30/2003$45,000SteveMarketing
Trade show #11/1/20034/30/2003$1,000SteveMarketing
Trade show #25/1/20038/30/2003$1,100SteveMarketing
Trade show #39/1/200312/30/2003$1,300SteveMarketing
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $64,900  
PRStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total PR Budget  $0  
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Direct Marketing Budget  $0  
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Web Development Budget  $0  
OtherStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Other Budget  $0  
Totals  $64,900  

Contingency Planning

Difficulties and Risks

  • Generating sufficiently large contracts.
  • Overly aggressive and debilitating actions by a larger competitor.

Worst Case Risks Included

  • Determining that the business cannot support itself.
  • Having liquidate equipment or intellectual property to cover liabilities.

Sales Forecast

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Contribution Margin

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