Are you looking to achieve contracting success in the new fiscal year and bring focus to your marketing efforts? The key to that is strategically planning your marketing activities. The objective of this document is to offer a tool to assess your company and identify gaps in performance that need to be filled. We also give you a simple, easy to use template for setting short and long term goals for your company. AMA Consulting provides consulting services & trainings to help small business owners and federal contractors increase their performance. For more information about AMA Consulting visit our website http://www.amaconsultonline.com/

1. AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING
MARKETING PLAN
AND SWOT ANALYSIS
PREPARING FOR 2016 FISCAL
YEAR FOR FEDERAL
CONTRACTORS

2. INTRODUCTION
OBJECTIVE
The objective of this document is to offer a tool to assess your company and identify gaps in performance that
need to be filled. We also give you a simple, easy to use template for setting short and long term goals for your
company.
SOLUTION
The SWOT analysis is an evaluation tool that helps you measure the current and desired state of your business
and your target market. Completing this SWOT takes you through an exercise that causes you to examine the
internal and external factors that make your business what it is. The marketing plan template is a simple
mechanism for articulating short term and long term goals for your company and mapping out a blue print to
achieve those goals. Did you know that the original McDonald’s Corporation marketing plan was written on a
napkin? Our template is so simple, you can jot down your goals on a one pager and focus on achieving them.
LEARNING OUTCOMES
• Craft Specific, Measurable, Actionable, Realistic and Timely goals you want to achieve as
an organization in the 12 months and over the next 5 years.
• Define your company’s strengths: Discriminators and Resources and weaknesses: gaps
to be filled in clear terms
• Understand your business environment: Opportunities: Market need for your services or
product and threats: external factors that can adversely affect your business.
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

3. GOALS:!
Goals can be in terms of: Profit, Economic Value, Activity and keystone. MUST be Specific (Who, what and where),
Measurable (focus on elements like observable actions, quantity, quality, cycle time, efficiency), Achievable (Must
be within your control and influence), Relevant (Must be tied to your mission/vision for the business) and have a
Timeline (Must have target date for completion).
12 Month Goals
INCREASE REVENUE FROM: TO:
INCREASE PROFIT FROM: TO:
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

4. 5 year Goals
INCREASE REVENUE FROM: TO:
INCREASE PROFIT FROM: TO:
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

5. STEPS
Create STEPS (Top Priorities) that are tied to each goal. In order words, what you need to do, step by step to
achieve each goal
Goal 1
Goal 2
Goal 3
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

6. SWOT ANALYSIS
STRENGTHS (INTERNAL): Unique selling proposition, networks, business infrastructure, resources
WEAKNESSES (INTERNAL): Lack of capital, no systems, procedures, services, skills
OPPORTUNITIES (EXTERNAL): access to contracts, teaming partners, certifications, past
performance etc.
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

7. Threats: Obstacles, industry, economic technological regulation
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

8. For Strengths and Weaknesses, think in terms of:
Generating Prospects/Leads
Converting Prospects into Customers
Increasing Average Sale Amount per Customer per Quarter
Increasing Number of Transactions/Orders per Customer per Year
Improving Service Level & Profit Margin
Improving Systems
Improving Structures
Improving Skills
Budgeting/Testing/Measuring
Improving Culture
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

9. ABOUT US
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CONTACT US
TELEPHONE 301.577.9300
ADDRESS 10104 Senate Drive Suite 208
Lanham MD 20706
EMAIL info@amaconsultonline.com
AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING