によって Karol Atotubo 12年前.
208
Central topic
A marketing plan must be well-structured and professional, focusing on core competencies and sustainable competitive advantages to drive business success. It includes a mission statement that aligns with stakeholder activities and sets both financial and non-financial goals.
開く
Marketing Plan Marketing Program Distribution Strategy new method increased volume
achieved
present method Promotion Strategy Price Strategy Break even Analysis position vs potential substitutes
Product Strategy packaging quality
achievement
how
unique
Parts 1 to 6 sets the stage marketing mix
Financial Data and Projections 5 year Projections Profits Operating
Gross
net sales judgement forecast Past Sales Revenues graphs Implementation Plan Gantt Charts tactical decisions responsibilities deadlines HOW plans to
results
Evaluation & Control Contingency Plan Comparison sales actual
vs
projected
Appendices Rules layout design presentation
care
suoerlatives positive direct professional appropriate terms
business active voice present tense headings subheadings bullets
emphasis
succinctness
visuals illustrations pictures charts pages 15-35 Purpose Conveys aspirations ideas analysis Roadmap marketing activities context
scope
TOC Product Market Focus Positioning communicates clearly
POD
prospective customers
Points of Differnece uniqueness vs competitors
Target Markets Product-Market Matrix specific niches
Marketing & Product Objectives planned targets
measured
chances
increased
Situational Analysis Customer insights trends
characteristics WHO
demographics
Company enablers success
strengths Competitors provide confidence
plan
solid
foundation
marketing strategies realistic understanding Industry backdrop customers
competition
SWOT Snapshot where
company
is
solid foundation spingboard
actions
Strategic Focus and Plan Core competency Sustainable competitive advantage Goals Financial public offering
profit
growth
Non-financial top
product line
target market share
image
Mission Statement focuses activities
stakeholder
Direction consistent marketing plan actions
Company Description Recent successes history Executive Summary sells brevity clarity 2 pages max
