Marketing Strategy in a Business Plan

… we will get this market share by …

The marketing strategy section of the plan describes the marketing mix, the measures the business will take to enable it to obtain its market share. The simplest approach to the marketing strategy is to split the process into four sections, sometimes referred to as the fours P’s, as follows:

  1. Product USP: Why buy our product? What characteristics does the product have to meet customer needs?
  2. Promotion: What marketing activities will be undertaken? What means of communication will the business use to persuade customers of the benefits of the product? Will it use above the line promotion or below the line promotion?
  3. Place: What are the distribution channels? How is the business going to reach customers with its product?
  4. Price: What price will the business charge for the product, and what goal is it pursuing with the pricing strategy? Will the business use premium, penetration, economy or skimming pricing strategies.

Marketing Strategy Presentation

The marketing strategy section of the business plan can be presented in four sections relating to each of the four P’s product, promotion, place, and price as shown in the example layout below.

marketing strategy
Marketing Strategy

The marketing strategy is a key section of the business plan, at this stage you are not trying to present a complete marketing plan, but simply trying to show the investor that each major section of the marketing strategy has been thought about and that you have a good marketing mix.

All of the four sections should be consistent with and support each other, for example, if you are planning to adopt a high price strategy, then the product would be aimed at an upmarket target customer, distributed at high end stores, and make use of one to one personal selling.

This is part of the financial projections and Contents of a Business Plan Guide, a series of posts on what each section of a simple business plan should include. The next post in this series sets out the business model which the business intends to use to generate revenue.

Last modified February 11th, 2019 by Michael Brown

About the Author

Chartered accountant Michael Brown is the founder and CEO of Plan Projections. He has worked as an accountant and consultant for more than 25 years and has built financial models for all types of industries. He has been the CFO or controller of both small and medium sized companies and has run small businesses of his own. He has been a manager and an auditor with Deloitte, a big 4 accountancy firm, and holds a BSc from Loughborough University.

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