Easily define & implement your Marketing Strategy & Plan in 11 simple steps. This Marketing Strategy & Plan Template is an international Bestseller created after more than 300 hours of work by ex-Havas, McKinsey & Deloitte Consultants, specialized in Marketing & Strategy. Don’t reinvent the wheel and increase your productivity.
1. 11
Marketing Strategy & Plan Template
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2. 22
Marketing
CEO: insert your own text
Chief Marketing Officer: insert your own text
Author: insert your own text
Date: insert your own text
Version No: E.g. 1.0 for final / 0.1 for drafts
Strategy & Plan
Replace this logo by your own logo
3. 33
Table of Content
1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit
The section 2, 3, 4 and 5 with help you create an
internal and external analysis of your company
The section 6, 7, 8 and 9 will help you create your
Marketing strategy, based on the internal and
external analysis of your company
Section 10 is about “Planning” and section 11
about “Implementing”
4. 44
Table of Content
1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit
5. 55
Executive Summary
Mission &
Vision
Marketing
Strategic
Objectives
Budget &
Headcounts
Mission: Insert your own text
Vision: Insert your own text
Insert strategic
objective #1
Insert strategic
objective #2
Insert strategic
objective #3
Digital
Marketing
Levers
Insert your own text
Product, Price &
Channel of
Distribution
Traditional
Marketing
Levers
Product: Insert your own text
Price: Insert your own text
Channel of Distribution: Insert your own text
Product: Insert your own text
Price: Insert your own text
Channel of Distribution: Insert your own text
Budget: Insert your own text
Headcount: Insert your own text
Depending on what you want to emphasize, you
may decide to put different sections in the dark
blue rectangle
Even if this slide is the first one of the presentation,
it needs to be done last
6. 66
Table of Content
1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit
7. 77
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8. 88
PESTLE Analysis
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your CEO or Manager is busy, he does not have to read the whole slide.
PESTLE
P
E
S
T
E
L
Technological
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Legal
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Environmental
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Political
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Economical
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Social
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Insert here any political factors that impact or could
potentially impact the Business. These political
factors can be local, national or international.
Examples: A new government, a new initiative, a
change of policy, etc.
Insert here any Economical factors that impact or
could potentially impact the Business.
Examples: A change in disposable income, an
economic downturns, the availability of bank loans,
etc.
Insert here any Sociological factors that impact or
could potentially impact the Business.
Examples: The demographic change of a
company’s customers, a change in the cultural
habits of the population, a change in lifestyle, etc.
9. 99
PESTLE Analysis
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
PESTLE
P
E
S
T
E
L
Technological
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
Legal
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• Replace the text by your own text
• Replace the text by your own text
• Replace the text by your own text
Environmental
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• Replace the text by your own text
Political
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• Replace the text by your own text
Economical
• Replace the text by your own text
• Replace the text by your own text
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Social
• Replace the text by your own text
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Insert here any Technological factors that impact or could potentially impact
the Business.
Examples: A new software, device, patents, etc.
Insert here any Legal factors that impact or could potentially impact the
Business.
Examples: International selling laws, health and safety requirement, Data
protection, competitive regulations, employment law, etc.
Insert here any Environmental factors that impact or could potentially impact
the Business.
Examples: the use of plastic bags for goods, the use of electrical cars,
customer values, environmental regulations, etc.
10. 1010
Target Market
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your CEO or Manager is busy, he does not have to read the whole slide.
Target Market description
• Describe in this text block your target market(s), that is to say the group of customers that you want to
market your products to.
• To identify your target market(s), you can use customer segmentations such as:
✓ Geographic segmentation
✓ Demographic/socioeconomic segmentation: gender, age, income, occupation, education,
household size, and stage in the family life cycle)
✓ Attitudes
✓ Psychological profiles
11. 1111
Target Market Size & Growth
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your CEO or Manager is busy, he does not have to read the whole slide.
Total Available Market
(TAM)
Serviceable Available
Market (SAM)
Target Market
Market
Share
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
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• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
TAM refers to the global revenue opportunity available for a product or service
Some sources of information such as government data, trade associations,
financial data from major players and customer surveys should help you to
provide a rough estimation
SAM refers to the percentage of the Total Available Market (TAM) that
you can actually serve
12. 1212
Target Market Size & Growth
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your CEO or Manager is busy, he does not have to read the whole slide.
Total Available Market
(TAM)
Serviceable Available
Market (SAM)
Target Market
Market
Share
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
Target market refers to the group of customers that you want to market
your products to
Your market share refers to a percentage of your target market
13. 1313
Target Market Size & Growth
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
Total Available Market
(TAM)
Serviceable Available
Market (SAM)
Target Market
Market
Share
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• Description: Insert your own text
• Size: Insert your own text
• Growth: Insert your own text
• A simple way of forecasting the market growth is to extrapolate
historical data into the future
• A more accurate way is to study growth drivers such as
demographic information and sales growth in complementary
products
14. 1414
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15. 1515
Market Profitability
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your CEO or Manager is busy, he does not have to read the whole slide.
Porter’s 5 Forces
Intensity of Competitive
Rivalry
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Threat of New Entrants
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Threat of Substitute Products
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Bargaining Power of Buyers
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Bargaining Power of Suppliers
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Caption:
Low Average High
The Porter’s Five Forces tool is helpful to assess the attractiveness
and profitability of a market or industry by analyzing the forces acting
upon it
Example within the airline industry:
British Airways, British Midland,
Virgin Atlantic
16. 1616
Market Profitability
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
Porter’s 5 Forces
Intensity of Competitive
Rivalry
Insert your own text
Threat of New Entrants
• Insert your own text
• Insert your own text
• Insert your own text
Threat of Substitute Products
• Insert your own text
• Insert your own text
• Insert your own text
Bargaining Power of Buyers
• Insert your own text
• Insert your own text
• Insert your own text
Bargaining Power of Suppliers
• Insert your own text
• Insert your own text
• Insert your own text
Caption:
Low Average High
Example within the airline industry:
New foreign airlines or domestic
airlines
Example within the airline industry:
Fuel companies, Aircraft companies
or Catering suppliers
Example within the airline industry:
Business travelers or Pleasure
travelers
Example within the airline industry:
Bus, Rail, Car
Video conferencing
17. 1717
Table of Content
1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit
18. 1818
Competitor Identification
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your CEO or Manager is busy, he does not have to read the whole slide.
1.Key National Competitors 2.Key International Competitors
• Competitor A
• Competitor B
• Competitor C
• Competitor D
• Competitor E
• Competitor F
• Competitor G
• Competitor H
3.Substitutes 4.New Entrants
• Competitor I
• Competitor J
• Competitor K
• Competitor L
• Competitor M
• Competitor N
• Competitor O
19. 1919
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20. 2020
Competitor Benchmarking (1/2)
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your CEO or Manager is busy, he does not have to read the whole slide.
Revenue Profit Market share Main activity
Number of
employee
Product
quality
Insert your
own text
Competitor A
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text
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text
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text
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text
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text
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text
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text
Competitor B
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text
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text
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text
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text
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text
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text
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text
Competitor D
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text
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text
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text
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Compare your competitors with
relevant criteria
21. 2121
Competitor Benchmarking (2/2)
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your CEO or Manager is busy, he does not have to read the whole slide.
20
15
10
5
0
-5
Gaining market share
Losing market share
Average
market
growth
0 10 20 30 40 50
CompanyGrowth(%)
Market Share (%)
Insert title
60
Insert company name
Insert company name
Insert company name
Insert company name
This matrix will help you to visually
compare your competitors. The matrix
usually uses market share (x axis) and
company growth (y axis).However,
depending on your situation, you may
decide to use different criteria for your x
axis and y axis
22. 2222
Table of Content
1. Executive Summary
2. Market Analysis
3. Competitor Analysis
4. Sales Analysis
5. SWOT
6. Marketing Strategic Objectives
7. Marketing Team & Budget
8. Digital & Traditional Marketing Levers to reach our Strategic Objectives
9. Products, Prices & Channels of Distribution
10. Marketing Plan
11. Dashboards to Track & Manage Progress
12. Exhibit
23. 2323
Total Sales History
Replace this text by your own text. Provide the key takeaway of this Powerpoint slide, so if
your CEO or Manager is busy, he does not have to read the whole slide.
$1,436,667
$1,525,333
$2,005,000
$2,226,667
$2,448,333
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
2014 2015 2016 2017 2018
Total Sales (US$)
CAGR = 14%
The best practice is to always create the charts in Excel, and then copy past the
charts in Powerpoint as an image. Creating charts from Powerpoint makes the
Powerpoint application slowdown or even crash, especially if you have a
presentation with many slides.
To edit this chart & table:
1.Open the excel sheet “Sales history and
projection”
2.Edit
3.Copy paste the updated chart and table in
this slide as an image
CAGR means Compound Annual
Growth Rate, that is to say the average
sales growth that the company reaches
every year. The formula to automatically
calculate CAGR is in the first table of
the Excel sheet “Sales History &
Projection”
24. 2424
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