MARKETING PLAN

Work with a business development specialist at Western Dairyland to create a marketing plan for your business. Western Dairyland's basic marketing plan outline includes five primary components.

Define the Current Market

Quantify the Market

Profile the Competition

Marketing Strategy

Future Markets/Expansion Markets/Opportunities for Years 2,3, & 4

Define the Current Market

Customer category
- consumer
- business
- industrial
- institutional
- government

Define need for product/service

Geographic coverage
- distance
- time
- traffic patterns
- topographic consideration
- social and cultural considerations

Demographic target
- age
- income
- sex
- employment
- education
- residence
- family status
- race
- religion
- psychographic characteristics

Quantify the Market

Size
Trends
Local issues
Based on demographic and geographic definitions of the market

Profile the competition

Who are your competitors?
Where are they located?
How do they/you compare to them? (strengths, weaknesses)
Nature and status of each competitor

Marketing Strategy

Competitive focus (price, quality, service, selection, convenience)
Marketing method(s)
Channels of distribution
Advertising/promotion plan

Future Markets/Expansion Markets/Opportunities for Years 2,3, & 4

Products, services, geographical area