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

The purpose of Premier Airport Transportation's marketing plan is to serve as a guide or road map for the organization. The following areas will be monitored to gauge performance.

  • Revenue: monthly and annual.
  • Expenses: monthly and annual.
  • Repeat customer rate (a relative comparison to the total amount of business).
  • Customer satisfaction: determined through the mining of opinions from after-service questionnaires/feedback forms.

Implementation Milestones

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

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20032/1/2003$0SamDepartment
Advertising campaign #11/1/20036/30/2003$2,475SamDepartment
Advertising campaign #27/1/200312/31/2003$2,275SamDepartment
First major strategic alliance8/1/200312/31/2003$1,075SamDepartment
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
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $5,825  
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  $5,825  

Contingency Planning

Difficulties and Risks

  • Problems generating a sufficiently large customer base.
  • The entry of a well-financed competitor with a similar business model.
  • Customer's perception that Premier does not offer a value-added service.

Worst Case Scenarios Include

  • Determining that the business cannot support itself.
  • Having to liquidate equipment to cover liabilities.
  • Entirely too optimistic sales forecasts.

Sales Forecast

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Contribution Margin

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