登录  
 加关注
查看详情
   显示下一条  |  关闭
温馨提示!由于新浪微博认证机制调整,您的新浪微博帐号绑定已过期,请重新绑定!立即重新绑定新浪微博》  |  关闭

青山妩媚

新的一年,新的心情,新的挑战,新的起点...

 
 
 

日志

 
 

How to make a marketing plan?  

2008-12-05 18:18:36|  分类: 市场营销 |  标签: |举报 |字号 订阅

  下载LOFTER 我的照片书  |

Marketing Plan – Outline

 

 

 

I.              Executive Summary

 

The Executive Summary highlights the main goals and recommendations of the marketing plan. It should also briefly address budget requirements and how success will be measured.

 

 

II.            Business Overview

 

This section is sometime referred to as the Situation Analysis segment. In a typical marketing plan, it contains relevant background on the market, product, pricing, and distribution situations as well as on competitors. Assuming the planning process takes place at the end of a fiscal year, this section may be a recap of the business for the past 12 months. Consider describing your customer base, services required by your customers, and environmental factors affecting your operation as well as a competitor analysis.

 

Some marketing plan templates include the SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis in this segment. Others insert a separate segment devoted to the SWOT Analysis. In the light of the business situation just described, you must now reflect on strengths and weaknesses of your operation, as well as opportunities and threats to be dealt with in the coming year.

 

 

III.           Target Market


How well do you know your target market? How well do you understand their needs? Can you articulate what your customers and potential customers need as opposed to what you offer?  Are there groups to whom you should be “selling” who are not now “buying” your services? Are there ways to segment your market so that you can offer highly specialized products and services to various groups, reflecting their business priorities? What kind of products should be offered to a broad base of users? Answering these questions will help you define your target market.

 

 

IV.          Goals

 

What do you want to achieve?  The goal statement(s) should be challenging and yet, attainable. Sample goal statements might read:

 

1.    Increase market share (or revenues) of industry customers by x%.

2.    Reduce lead times for key customer segments.

 

 

 

 

V.           Marketing Strategies

 

Here strategies and programs are outlined which will help us reach the goals outlined above. For the two goals suggested previously, strategies might read as follows:

 

1.    Develop integrated marketing program to indentify current industry customer base and increase repeat orders.

2.    Indentify existing bottlenecks and evaluate alternative supply channels.

 

 

VI.          Implementation Tactics

 

Tasks required to implement and monitor each strategy are listed in this section. With each task, the person responsible for the task, and a completion target date are indicated. Having a plan of action with specific tasks ensures that the details are clear and that specific persons are accountable. For example:

 

1.    Develop integrated marketing program to indentify current industry customer base and increase repeat orders.

 

Task

 

Description

Person Responsible

Completion Date

       a)

 

 

M.L.

               1/15

b)

 

J.V.

1/15

       c)

 

 

M.L., J.V.

              1/22

                                                  d)

 

 

M.L.

               1/30

e)

 

All

2/1

f)

 

J.V.

2/8

g)

 

M.L., J.V.

2/15

h)

 

J.V.

2/18

i)

 

M.L., J.V.

4/1,7/1,10/1

 


 

 

2.    Indentify existing bottlenecks and evaluate alternative supply channels.

 

Task

 

Description

Person Responsible

Completion Date

       a)

Review most frequent requests for help with Internet and deter-mine appropriate applications for classes.

 

D.H.

               1/15

b)

Contact Consultant to design course on government sites

D.H.

1/20

       c)

Review course proposed by consultant and set targets for testing.

 

M.L., D.H.

              1/30

d)                                         

Trial run of course with Information Center staff.

D.H.

2/20

e)

Schedule and promote course for organization

D.H.

3/1

f)

Review and modify, if needed, based on evaluations.

D.H., Cons.

3/15

 

 

 

VII.         Financials/Budget

 

How much will the activities defined above cost? Can you provide a revenue forecast?  Explain the assumptions on which the forecast is based and consider various (best case, worst case) scenarios. 

 

VIII.       Evaluation of Results

 

What are the success criteria? How will you measure success of the plan?  By monitoring progress, you can judge the success of the marketing plan. If some of the strategies are not working out, try to determine why. Is the strategy flawed? Is there a problem with implementation or timing? How can you refocus and move on?

  评论这张
 
阅读(431)| 评论(0)

历史上的今天

评论

<#--最新日志,群博日志--> <#--推荐日志--> <#--引用记录--> <#--博主推荐--> <#--随机阅读--> <#--首页推荐--> <#--历史上的今天--> <#--被推荐日志--> <#--上一篇,下一篇--> <#-- 热度 --> <#-- 网易新闻广告 --> <#--右边模块结构--> <#--评论模块结构--> <#--引用模块结构--> <#--博主发起的投票-->
 
 
 
 
 
 
 
 
 
 
 
 
 
 

页脚

网易公司版权所有 ©1997-2018