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

The control environment will be a result of monthly employee meetings during which we will discuss the current marketing activities, sales, promotional activities, and ideas that will lead to improvement. Each person, whether a full-time or part-time employee, owner, or manager will facilitate the meeting once a month on a rotation. Minutes will not be necessary, but current facilitators will follow up on previous topics and debate the value of current and future marketing programs.

Marketing ideas have little value until they are implemented, and they must be implemented by individuals who believe in them 100%. Through these monthly meetings everyone should feel vested in the decision making process, and in the long-term success of the company.

 

Implementation

The milestones table is attached. This table shows some of the general activities, and their target completion dates, as well ownership. The dates are dependant upon some other issues not listed, and may be modified as a result of changes made during the monthly company meetings.

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Shakespeare Festival Ticket Stub Promotion6/1/20027/1/2002$700LukeNA
50% off Coupon6/1/20026/15/2002$400JackNA
Sponsorship of "Pear Blossom Run"2/1/20032/5/2003$600LukeNA
Establish Menus in Hotels--Slotting Costs5/1/20027/1/2002$2,000LukeNA
Devise Special Schedule and Logistics7/1/20028/1/2002$100JackNA
Wrap-up Menu, Special Offers8/1/20028/15/2002$1,200JackNA
Complete Interior Decor8/1/20029/1/2002$600JackNA
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $5,600  
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  $5,600  

Marketing Organization

The company is a very small franchise and does not need an organization chart. There are few bureaucratic layers between the decision makers and the workers, and there is often no difference between the two other than in title. The Sub Shop encourages workers to think like owners and our owners to think like workers.

 

 

Contingency Planning

The company has planned for several undesirable scenarios, all of which are unlikely:

Potential Problem

Solution

The building doesn't meet a city code, or needs more updating than was originally planned. Work with contractors and city politicians to make appropriate changes.
The unemployment level in Oregon continues to climb and people reduce the amount of money they spend on eating out. Solution: Change product position to "inexpensive alternative to dining out" or "reduce your food bill."
The company loses the owner or manager to an accident or an executive recruiter. Purchased a "successionary" insurance policy.
The SBA loan funding falls through. Other funding sources, including Venture Capitalists, have shown an interest in capitalizing the business.
A similar sandwich franchise opens in the Ashland Metro area and pulls customers from us. More aggressive promotional campaigns.

Sales Forecast

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Contribution Margin

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