Marketing Plan

SWOT Analysis

I started performing a SWOT analysis. Firstly, I gathered information about the market to understand the competition’s positioning and marketing mix and identify customers’ needs and buying behaviours.

I studied internal strengths and weaknesses, evaluating our elements of differentiation, our advantages and disadvantages, and the stage in the product’s life cycle.


Then I identified:

  • Financial and non-financial objectives
  • Customer objectives
  • Strategic objectives

I determined how to create customer segments in order to identify our target market. Then I focused on the positioning by designing the company’s offering and image to occupy a distinctive competitive position in the target consumer mind.

Communication plan and budget

After defining the value proposition, I started working on the marketing mix, with a focus on the communication strategy and channel mix:

  • Public relations
  • Direct marketing and interactive marketing
  • Social media marketing
  • Sales promotion
  • Advertising
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