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

The purpose of The Shipping Centre's marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance.

  • Revenue: monthly and annual.
  • Repeat customers.
  • Customer satisfaction.

Implementation Milestones

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 completion1/1/20032/10/2003$0SteveDepartment
Advertising campaign #11/1/20034/30/2003$1,450SteveDepartment
Advertising campaign #23/1/20038/30/2003$1,450SteveDepartment
Advertising campaign #33/1/200312/30/2003$1,450SteveDepartment
Profitability1/1/200312/1/2004$0SteveDepartment
Name me1/1/20031/15/2003$0ABCDepartment
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  $4,350  
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  $4,350  

Contingency Planning

Difficulties and Risks

  • Overly aggressive competition from the already established competitors.
  • Walk by traffic in the district is far less than forecasted.
  • The USPS decides to make customer satisfaction a priority.

Worst Case Risks Include

  • Determining that the business cannot support itself on an ongoing basis.
  • Having to liquidate property to cover liabilities.

Sales Forecast

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Contribution Margin

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