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  • Marketing Plan Template

    Diunggah oleh

    suder
    92 tayangan4 halaman
    Industrial Marketing Plan Template Page 1 18 / 02 / 04 critical planning information Inventory Holdings along the supply chain Macroenvironment Situation Broad trends Demographic Economic Technological Political / Legal Social / Cultural Opportunity and Issue Analysis Opportunities and Threats facing the business. What are the product's strengths? why? what do the customers say about the product? data? How secure are the strengths? Any "fatal flaws"? (cf GE's CAT scanners)?

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    Industrial Marketing Plan Template Page 1 18 / 02 / 04 critical planning information Inventory Holdings along the supply chain Macroenvironment Situation Broad trends Demographic Economic Technological Political / Legal Social / Cultural Opportunity and Issue Analysis Opportunities and Threats facing the business. What are the product's strengths? why? what do the customers say about the product? data? How secure are the strengths? Any "fatal flaws"? (cf GE's CAT scanners)?

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    92 tayangan4 halaman

    Marketing Plan Template

    Diunggah oleh

    suder
    Industrial Marketing Plan Template Page 1 18 / 02 / 04 critical planning information Inventory Holdings along the supply chain Macroenvironment Situation Broad trends Demographic Economic Technological Political / Legal Social / Cultural Opportunity and Issue Analysis Opportunities and Threats facing the business. What are the product's strengths? why? what do the customers say about the product? data? How secure are the strengths? Any "fatal flaws"? (cf GE's CAT scanners)?

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 4

    Industrial Marketing Plan Template

    Executive Summary

    Summary

    Table of Contents

    Current Situation

    Market Situation

    Market Size (units, dollars, shares) over past years


    Typical growth
    Market and Geographical segments
    Industrial segments
    Customer needs and perceptions
    Buying behaviour trends

    Product Situation

    Sales
    Prices
    Contribution margins & net profits
    …..past years………….table
    Benefits: why do customers buy this product ?

    Competitive situation

    Major Competitors identified


    Size of each competitor
    Goals
    Market Share
    Product Quality
    Marketing strategies

    Distribution Situation

    Largest customers
    Now
    In 2 y / 5 y
    Why customers buy from us

    Supply Chain Maps


    Suppliers à Manufacturer (us) à customers

    Industrial Marketing Plan Template Page 1 18/02/04


    Critical planning information
    Inventory Holdings along the supply chain

    Macroenvironment Situation

    Broad trends
    Demographic
    Economic
    Technological
    Political / Legal
    Social / Cultural

    Opportunity and Issue Analysis

    Opportunities and Threats facing the business

    List of Opportunities………brainstorm, affinity, pareto


    List of Threats
    Analysis: what can a given opportunity be developed to ?
    Priority!!! What do we really need to take advantage of?
    What risk does a given threat pose to this market ?
    Ranking…which ones do we really need to worry about ?
    What do our customers think of us in this business?

    Strengths and Weaknesses of the product

    What are the product’s strengths ? Why ?


    What do the customers say about the product? Data ?
    How secure are the strengths ? (eg patent protected)
    What are the product’s weaknesses?
    Do they need to be improved?
    Any “fatal flaws”? ie must improve now
    Eg key component not working (cf GE’s CAT scanners)
    Eg technology being superseded
    Cost of improvement?
    Cost/ benefit analysis / chart of improvements

    Issues

    Define issues from Strengths / Weaknesses


    Prioritise Issues
    Which business should we be in?
    Which product line
    4P: product, distribution, price and promotion policies …the same or change?
    Advertising and promotion

    Industrial Marketing Plan Template Page 2 18/02/04


    R+D..does the product need it? Priority / Benefits?

    Objectives

    Financial Objectives

    ROI Prosper
    Profits Succeed
    Cash Flow Survive

    Marketing Objectives

    Sales $$ , units needed to meet financial objectives?


    Price …meet costs, desired profit, projections…
    Market share, what advertising, distribution needed to get there?

    Marketing Strategy

    Target Market

    Positioning

    Product Line

    Price

    Distribution Outlets

    Sales Force

    Service

    Advertising

    Sales Promotion

    Research & Development

    Marketing Research

    Action Programs

    Timing of programs
    Timelines

    Industrial Marketing Plan Template Page 3 18/02/04


    Projected Profit and Loss Statements

    Year 1

    Year 2

    Year 3

    Controls

    Contingency Plan

    Potential Problem Analysis

    Industrial Marketing Plan Template Page 4 18/02/04

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