San Beda University

COLLEGE OF ARTS AND SCIENCES

Department of Marketing Management

Marketing Plan Guidelines

I. Executive Summary
Do this only when you are done with all the parts of your Marketing Plan. It should provide the reader a summary
of the current situation of the company, your marketing plan proposal, your strategy and the expected results.

II. Background
Provide chapter overview
A. General Overview of the Industry
Provide an introduction about the industry where your chosen company belongs.

Example:
The retail trade is the final step in the distribution of merchandise where its main activity is selling new or
used goods without transformation on a regular basis direct to the general public, for personal or household
consumption, regardless of the quantity of the transaction. An establishment is considered a RETAILER if:
(1) its major and regular clients are the general public, including household; and
(2) its major source of sales is derived from the general public, including household.

Retail sale refers to the resale (sale without transformation) of new and used goods mainly to the general
public for personal or household consumption or utilization, by shops, department stores, stalls,
ecommerce retailers, mailorder houses, hawkers and peddlers, consumer cooperatives etc. The goods
sold in retail sale are limited to goods usually referred to as consumer goods or retail goods. Retail trade
also includes units engaged primarily in selling: - to the general public; - from displayed merchandise; and
- products such as personal computers and software, stationery, paint or timber, although these sales may
not be for personal or household use.
from psa.gov.ph

A.1 Market Size

Discuss and illustrate (if available) the market size of your industry based on research. Note that this is not
yet your “Task Environment” so you should be able to research about the bigger size of your industry.

Example:
The retail and wholesale sector produced an estimate of PHP3.8 trillion and the total expense incurred was
valued at PHP3.6 trillion in 2015.

from psa.gov.ph

A.2 Historical Market Trends

Discuss here the most recent development and news about your industry. The coverage of the trends must
be in the past three years to ensure relevance to the marketing strategy that will be developed

Example:
The first few months of 2018 were positive for retailers as consumers enjoyed higher take-home pay as a
result of the newly implemented Tax Reform for Acceleration and Inclusion (TRAIN) law. However,
economic and policy changes also eventually resulted in higher inflation towards the latter part of 2018,
and with this, consumers started to rein in their spending amidst higher prices.

from euromonitor.com
 San Beda University
COLLEGE OF ARTS AND SCIENCES
Department of Marketing Management

A.3 Key Success Factors

Identify Factors that makes a company within your industry successful. Explain how each factor affects
success of the players in the industry.

Example:
When it comes to retail industry, the playing field has changed drastically over the years. Because of the
recent developments in the technology, online shopping and Internet-based stores pop up daily hence the
need for both new and established traditional stores focus efforts if they want to be successful. Below are
some key success factors in the industry:

A.3.1 Superior Advertising

Customer traffic is a key component of retail success and the most important formula for driving
traffic relies on making sure that you know your customers. One needs to take advantage of
advertising opportunities available in the area in order to get consumers inside.
A.3.2 Factor 2

from retailflux.com

B. General Market Profile

Discuss the general market of your industry- what is the usage profile and behaviour.

Example:
Consumers who shop in-store reported the need to see, touch, and handle merchandise as part of the
buying experience, as well as on-the-spot sales and not having to wait for delivery. When it comes to
purchasing food, the majority of the consumers surveyed (86.10%) prefer to shop in-store because of the
ability to judge quality and freshness. Shopping online for food presents challenges including the need to
be home to accept delivery and the inability to use the senses in seeing and handling the merchandise
offered. Clothing is another area where customers prefer in-store shopping. 60% of those surveyed favor
the brick and mortar experience, with only 17% of those surveyed opting to buy clothing online. What
consumers like least about in-store shopping is that it is too time consuming with long-wait times to check
out or return merchandise. Other key dislikes reported include difficulty in finding sizes, styles and colors,
and travel time to and from the store.

from prnewswire.com
C. Environmental Analysis
Enumerate at least 2 key factors that affect the industry using PEST analysis. Identify whether this factor
is an opportunity or a threat for your company.

Example:
C.1 Politico- Legal Factors
C.1.1 Duterte Signs Law that Promotes Corporate Business (Threat)
Explain what the factor is all about in 1 to 2 sentences and Explain further how it is a threat or an
opportunity for your company
C.1.2 Politico Legal Factor 2 (Opportunity)
C.2 Economic Factors
C.2.1 Economic Factor 1 (Threat)
C.2.2 Economic Factor 2 (Threat)

III. Competitive Analysis

Provide chapter overview
A. Competitor Overview
Identify and enumerate your competitors. Provide a brief about each competitor. Identify at least 2
competitors. As an MSE, it might be best to limit competition within geographic parameters unless coverage
is wider, where you will identify a competitor that is also within the same calibre. Provide Overview.

Example:
A.1 Palengke ni Aling Juana
Palengke ni Aling Juana is situated in Pasay City. It was founded by Aling Juana five years ago as a small
sari- sari store. From then, it has grown into a large dry and wet market that offers goods to the community
of Brgy. Pasay 1.
A.2 Tindahan ni Mang Juan
 San Beda University
COLLEGE OF ARTS AND SCIENCES
Department of Marketing Management

B. Competitive Positioning
Based on your key success factors, select two that will best position your companies and your competitors.
Explain why these factors are most crucial and explain further how you positioned each players accordingly
using a plane graph.

Example:
The retail industry within Brgy. Pasay 1 in Pasay City has stiff competition among three players. Each has
a selling proposition that makes the market choose them accordingly. Based on observation and relative
to the success factors in a retail industry the players are positioned in the minds of the market as follow:

Based on the graph above, the main success factors to be chosen by the market in Brgy. Pasay 1, Pasay
City are Price and Performance. With this, Neutrogena is positioned as High- Price, Low Performance
because…. Meanwhile, Dior is High- Price, High Performance because….

C. Estimated Market Size

Identify the overall revenue of your competitor and your company and this is your estimated market size.
Since this is only an estimate, you may assume these figures through identifying the average foot traffic or
transactions of your company and your competitors and multiply with the average price/ transaction (sales
per transaction) and further multiply to number of operational days to annualize. Divide each figures to
overall to get the market share of each.

Example:
The estimate market size and market shares of the retailers in Brgy Pasay 1 are as follow:

Based on the figure above, the market leader among the retailers in Brgy. Pasay 1 is Brand A with an
estimate of 12.6% share or 500,000 annual revenue. This is equivalent to 400 foot traffic/ day with an
average sales of 500 per customer. This is followed by…

D. Comparative Analysis of Marketing Strategies

Provide a comparative analysis using the table below, without adding your company

Example:
Each of the players in the area is actively marketing their companies through marketing mix as follow:
Company Product Price Place Promotion
Company A
Company B
Company C
 San Beda University
COLLEGE OF ARTS AND SCIENCES
Department of Marketing Management

E. Comparative Analysis of Strengths and Weaknesses

Provide a comparative analysis using the table, without adding your company

Example:
Each of the players in the area is identified to have strengths and weaknesses as follow:
Company Strengths Weaknesses
Company A
Company B
Company C

IV. Internal Analysis

Provide chapter overview
A. Company Overview
Provide an introduction about your company including history and current situation.

B. Company Positioning
Based on the Positioning matrix above (II.B), explain how the company is positioned in the minds of its
customers. Explain further how this positioning works or doesn’t for the company.

C. Company Strengths and Weaknesses

Provide an analysis using the table below:

Example:
Company ABC enjoys a fair share of the market because of its strengths. It is however slowed down
because of some factors that have been identified as its weakness. Below is a summary of the company’s
strengths and weaknesses:

Name of your Company

Strengths Weaknesses

D. Consumer Profile
Provide Overview
D.1 Customer Segments
Provide a qualitative- quantitative analysis of the customers of your company using the table

Example:
Company ABC customers are identified based on the following key segments:

Name of your Company

Geographic Demographic Behavioral Psychographic

D.2 Customer Needs

Provide a brief explanation on the market needs that your chosen company supplies. Enumerate and
explain each.

Example:
Chosen Company provides a wide array of products and services on… These products and services
provide the customer with the following:

Name of your Company

Customer Need Company Offer

D.3 Customer Usage Habits

Create “A Day in the Life” of your chosen company’s customer and explain where your company is relevant
in your customer’s life.

Example:
Chosen Company’s customer is identified as the digital mothers who are residing in Brgy Pasay 1, Pasay
 San Beda University
COLLEGE OF ARTS AND SCIENCES
Department of Marketing Management

City and has an active lifestyle. A typical day of this customer’s life is as follow:

The figure shows that the customer of chosen company is… The products and service of chosen company
becomes relevant at the point where the customer is…

E. Company Marketing Strategy Audit

Provide Overview

E.1 Segmentation, Targeting and Positioning

Provide a graphic representation of the current STP framework of your chosen company and explain.

Example:
Chosen company identifies its markets based on 4 segments. Each segment identifies the target market
of the company which are Mothers who are between 35 and 40 years old who are residing in Brgy. Pasay
1, Pasay City and are digital natives. With this market the company positions itself as the alternative choice
for online mother needs retailing following the framework below:

Chosen Company
Segments Target Customer Positioning

E.2 Company Marketing Mix

Provide an analysis using the table below:

Example;
Based on the STP framework, the current marketing strategies of the company are as follow:

Chosen Company
Product Price Place Promotion

E.3 Review of Strategies

Provide an enumeration of the key marketing mix strategies and the result of each following the table below:

Example:
Chosen Company has implemented the following key strategies, which resulted into respective wins/ loses:

Chosen Company
Key Strategy Result

V. Market Opportunity
Provide a quantitative description of the Opportunity for the company and key characteristics of the opportunity.
Relate your discussion from the opportunities identified from PEST Analysis. Provide an overview.

VI. Marketing Proposal

Provide an overview
A. Proposed STP Framework
Provide your proposed STP framework based on the analysis of internal and external factors. This may be
a new framework or the same framework they use today. On the latter, it has to be justified with evidenced
data why it has to still be the framework.
 San Beda University
COLLEGE OF ARTS AND SCIENCES
Department of Marketing Management

Example:
Based on analysis, the company is being proposed of the following framework because…

Chosen Company
Segments Target Customer Positioning

On Customer segments…
Meanwhile, the target customer has to be…
With these given, the proposed positioning for the company is

B. Marketing Objectives
Provide an overview.
B.1 Marketing Objectives
Provide a statement on the main marketing objective based on the STP framework. This has to follow the
SMART rule.

Example:
Chosen Company is currently serving these markets. It was identified however that the potential for growth
may only happen if repositioning is done through serving these segments with an identified target market
of… With this, the main objective of the company is to be the market leader among all the stores located
in Brgy.1 Pasay in three years.

Given this direction, the company aims to:

• increase market share by x%;
• increase revenue growth by x%; and
• increase overall profitability of the company by x%

VII. Overall Marketing Strategy

Present the Big Idea and Explain.

Example:
Chosen company will positioned to be… with the big idea, “Digitize Everything”. This means that the
company shall invest capital assets on digitizing its services through…

VIII. Marketing Mix

Provide an overview.
A. Product or Service Product Strategy
identify the unique selling proposition of your company and present your products and services. Identify
and enumerate key product strategies such as product development and bundling.

B. Price Strategy
identify the pricing strategy of your products and service e.g. skim, penetration, introductory etc. and explain
why. Explain also the cost structure of your products and services and identify the margin of each.

C. Distribution Strategy
Identify distribution channels of your products and services and explain each.

D. Promotions Strategy
Present your marketing communications plan including ATL, TTL and BTL strategies. Attach pegs on
promotional materials.

E. Marketing Plan Timetable

Present your Marketing Plan Schedule using the table below:

Timeline Product Price Place Promotion

Quarter 1

Quarter 2
 San Beda University
COLLEGE OF ARTS AND SCIENCES
Department of Marketing Management

Quarter 3

Quarter 4

IX. Financial Forecast

Present Income Statement for three years and Highlight Marketing Budget. Provide analysis on the marketing
budget using Sales to Marketing Budget Ratio. Present the distribution of marketing budget.

X. Annex