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Marketing Plans


Focus on product and market; focus on detailed marketing strategies for achieving the product's objectives in a target market.

Consider the difference between strategic marketing and tactical marketing.

Marketing Planning Process includes:


  1. Analyzing marketing opportunities

  2. Researching and selecting target markets

  3. Designing marketing strategies

  4. planning marketing programs (marketing mix)

  5. implementation and control

Put another way:

  1. Situation Analysis

    • Corporate Capabilities and Culture

    • Customer Analysis

    • Competitive Analysis

    • Collaborators

    • Macro Issues

    • SWOT Analysis

    • Objectives

    • Alternative Strategies

  2. Action Plans

    • Evaluation and Recommendations

    • Marketing Mix Elements (Product, Price, Promotion, Place)

  3. Implementation and Evaluation

    • Forecasting and Budgeting

    • Measures of Effectiveness

Discuss Can Priceline Remain Profitable with respect to strategic planning issues.
Identify the four Cs: Customer, collaborator, competition and company
Consider past and future growth strategies
Consider the four Ps: Price, Product, Promotion and Place.



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