MARKETING PLAN GUIDE & WORKSHEET
This is the marketing plan for______    Your Company  here__________________
Purpose  - 
 
I. MARKET ANALYSIS
A. Target Market -  List your customers-customer group
1. We will be selling primarily to (check all that apply):
Percent of Business
a. Private sector ________
b. Wholesalers ________
c. Retailers ________
d. Government _______
e. Other ________
2. We will be targeting customers by:
a. Product line/services. We will target specific lines ___________________
b. Geographic area – state the areas ___________________
c. Sales? We will target sales of ___________________ 
d. Industry type? Our target industry is ___________________ 
e. Other? ___________________
3. How much will our selected market spend on our type of product or service this coming year? 
______________________________________________________________________________
B. Competition
1. Who are our competitors? (major ones)
Name ___________________________________________
Address _________________________________________ 
Years in Business ___________________
Market Share ___________________
Price/Strategy ___________________
Product/Service ___________________
Features ___________________
Name ________________________________________ 
Address ______________________________________ 
Years in Business ____________________
Market Share ____________________
Price/Strategy ____________________
Product/Service ___________________
Features ___________________
2. How competitive is the market? 
High ____________________
Medium __________________
Low ____________________
3. List below your strengths and weaknesses compared to your competition (consider such areas as location, size of resources, reputation, services, personnel, etc.):
Strengths                                                  Weaknesses
1.________________________ 1._______________________
2.________________________ 2._______________________
3.________________________ 3._______________________
4.________________________ 4._______________________
C. Environment
1. The following are some important economic factors that will affect our product or service (such as country growth, industry health, economic trends, taxes, rising energy prices, etc.):
________________________________________________________________
________________________________________________________________ 
________________________________________________________________
2. The following are some important legal factors that will affect our market:
________________________________________________________________ 
________________________________________________________________ 
________________________________________________________________
3. The following are some important government factors:
________________________________________________________________
________________________________________________________________
________________________________________________________________
4. The following are other environmental factors that will affect our market, but over which we have no control:
________________________________________________________________ 
________________________________________________________________ 
________________________________________________________________
II. PRODUCT OR SERVICE ANALYSIS
A. Description
1. Describe here what the product/service is and what it does, how is it  different from the competition?
________________________________________________________________ 
________________________________________________________________ 
________________________________________________________________
B. Comparison
1. What advantages does our product/service have over those of the competition (consider such things as unique features, patents, expertise, special training, etc.)?
________________________________________________________________ 
________________________________________________________________
________________________________________________________________
2. What disadvantages does it have?
________________________________________________________________ ________________________________________________________________ ________________________________________________________________
C. Some Considerations
1. Where will you get your materials and supplies? ________________________________________________________________
2. List other considerations:
________________________________________________________________
________________________________________________________________
III. MARKETING STRATEGIES - MARKET MIX
A. Image
1. First, what kind of image do we want to have (such as cheap but good, or exclusiveness, or customer-oriented or highest quality, or convenience, or speed, or ...)?
________________________________________________________________
B. Features
1. List the features we will emphasize:
a. ______________________________________________________
b. ______________________________________________________ 
c. ______________________________________________________

C. Mission
D. Marketing Objectives
E. Positioning
F. Pricing
1. We will be using the following pricing strategy:
a. Markup on cost ____ What % Markup? ______
b. Suggested price ____
c. Competitive ____
d. Below competition ____
e. Premium price ____
f. Other ____
2. Are our prices in line with our image?
YES ___ NO ___
3. Do our prices cover costs and leave a margin of profit?
YES ___ NO ___
G. Customer Services
1. List the customer services we provide:
a. ____________________________________________
b. ____________________________________________
c. ____________________________________________
2. These are our sales/credit terms:
a. _____________________________________________
b. _____________________________________________
c. _____________________________________________
3. The competition offers the following services:
a. ______________________________________________
b. ______________________________________________
c. ______________________________________________
H. Advertising/Promotion
1. These are the things we would like to convey about the business:
________________________________________________________________ ________________________________________________________________ ________________________________________________________________
2. We will use the following advertising/promotion sources:
1. Television ________
2. Radio ________
3. Direct mail ________
4. Personal contacts ________
5. Trade associations ________
6. Newspaper ________
7. Magazines ________
8. Yellow Pages ________
9. Billboard ________
10.Internet ___________
11. Other ___________ ________
3. Listed below, are the reasons why we consider the media we have chosen to be the most 
efficient and effective:
________________________________________________________________
________________________________________________________________ 
________________________________________________________________

Source: Small Business Association - www.sba.gov