Guide 4 Writing a Marketing Proposal:
Here we provide some pointers on how a marketing proposal is best presented. You may not need to complete a 10-20 pages report if time is a constraint but it would be good to go through mentally.
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth
2.2 SWOT Analysis
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition
2.4 Products Offered
2.5 Keys to Success
2.6 Critical Issues
2.7 Historical Results
2.8 Macroenvironment
2.9 Channels
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Marketing Strategy Pyramid
3.6.1 Focus on Service and Support
3.6.2 Focus on Relationships
3.7 Marketing Mix
3.7.1 Product Marketing
3.7.2 Pricing
3.7.3 Promotion
3.7.4 Service
3.7.5 Channels of Distribution
3.8 Marketing Research
4.0 Financials
4.1 Break-even Analysis
4.2 Sales Forecast
4.2.1 Sales Breakdown by Manager
4.2.2 Sales Breakdown by Tactic
4.2.3 Sales Breakdown by Product
4.3 Expense Forecast
4.3.1 Expense Breakdown by Manager
4.3.2 Expense Breakdown by Tactic
4.3.3 Expense Breakdown Product
4.4 Linking Expenses to Strategy and Tactics
4.5 Contribution Margins
5.0 Controls
5.1 Implementation
5.2 Marketing Organization
5.3 Contingency Planning
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