1、 Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN H
2、ARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR COMPANY NAMEMARKETING PLANPrepared for:SPECIFYPrepared by:YOUR NAMEYOUR TITLEDATE Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treati
3、es. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW. Copyright BizTree. 2006. All rights reserved. Protected
4、 by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COU
5、RT OF LAW. Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PR
6、ODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR COMPANY NAME Marketing Plan2Table of ContentsStatement of Confidentiality & Non-Disclosure.3EXECUTIVE SUMMARY.31. SITUATION ANALYSIS .31.1 Industry Analysis.31.2 Sales Analysis.31.3 Competitive Analysis.31.4 Custom
7、er Analysis.31.5 SWOT Analysis.31.6 Analysis of Marketing Activities (if applicable).32. OBJECTIVES.32.1 Corporate Objectives.32.2 Marketing Objectives .33. MARKETING STRATEGY .33.1 Market Segmentation Strategy .33.2 Targeting Strategy .33.3 Product Life Cycle.33.4 Potential Strategies.33.5 Core Str
8、ategy.34. MARKETING PROGRAMS.34.1 Marketing Mix.34.2 Loyalty Programs.34.3 Customer Service & Support .34.4 Market Research.34.5 Personal Selling.34.6 Trust and Credibility.34.7 Trade Promotions .35. IMPLEMENTATION PLAN.35.1 Product Design and Development.35.2 Marketing & Sales.35.3 Distributors.35.
9、4 Resource Requirements.35.5 Scheduling.36. PERFORMANCE EVALUATION AND MONITORING.36.1 Monitoring Ad Campaigns.36.2 Sales Analysis.36.3 Profit and Loss Statements.36.4 Meeting Schedule.36.5 Customer Profiling .36.6 Salesforce Evaluation.37. FINANCIAL INFORMATION.37.1 Financial Capsule .37.2 Financia
10、l Assumptions.37.3 Budget.37.4 Sales Projections (5 years).38. CONTINGENCY PLANS.38.1 Symptoms of Failure.38.2 Alternative Strategies.3APPENDICES .3 Copyright BizTree. 2006. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treaties. IT IS ILLE
11、GAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW. Copyright BizTree. 2006. All rights reserved. Protected by the copyri
12、ght laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW. Cop
13、yright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD
14、COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR COMPANY NAME Marketing Plan3Statement of Confidentiality & Non-DisclosureThis document contains proprietary and confidential information. All data submitted to RECEIVING PARTY is provided in reliance upon its consent not to use
15、or disclose any information contained herein except in the context of its business dealings with YOUR COMPANY NAME. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the documents content of its confidential nature.The recipient
16、agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by, the public. The recipient also agrees not to duplicate or distribute or permit others to duplic
17、ate or distribute any material contained herein without YOUR COMPANY NAMEs express written consent.YOUR COMPANY NAME retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and m
18、ultimedia.BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT. Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIB
19、UTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR COMPANY NAME Marketing Plan4EXECUTIVE SUMMARYThe Executive Summary is a synopsis of the entire marketing plan. Since
20、some investors only read this section to determine whether they should spend more time evaluating your plan (and company), it should highlight the main elements of your plan and business strategy, and create a desire to read the rest of the document. Briefly summarize the following:Current Situation
21、, Company Mission & ObjectivesProduct/Service DescriptionMarketing ObjectivesMajor Marketing Programs & StrategyExpected Marketing and/or Financial ResultsKeys to SuccessThe subjects above should contain the answers to the following questions: Who? (who is your company? who is target customer?)What?
22、 (what is the product or service offered?)Where? (where is your market located? where will you be implementing your marketing activities?)When? (when will your plan be implemented? when do you expect the results?)How much? (how much profit, sales, ROI to you expect?) Copyright BizTree. 2006. All rig
23、hts reserved. Protected by the copyright laws of the United States and Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFEND
24、ERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW. Copyright BizTree. 2006. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DI
25、SCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW. Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO
26、 DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR COMPANY NAME Marketing Plan51.SITUATION ANALYSIS1.1Industry Analysis1.1.1Market Characteristics- Market size
27、(in dollars and/or production units) and growth rate (annual rate in percentage) by geographical region or sales territory- Market potential, industry/expert forecasts- History of market (how it has evolved), market stage (e.g. new market, mature market, etc.)- Industry structure- Level of competiti
28、on, dominant players, presence of conglomerates, noticeable past failures, noticeable new entries- Trends in supply and demand 1.1.2Trends and Drivers- Major industry trends, fashion and fads- Major drivers of change- Changes in use of product- New categories of product usersBased on demographics su
29、ch as age, gender, income, education, occupation, etc. Based on psychographics such as benefits desired, habits, values, attitudes, lifestyle, behavior, opinions, etc.- Demand cycles, seasonality effect (summer vs. winter), special occasions, and worldwide events1.1.3Legal, Political & Economical Fa
30、ctors- Present and future laws and policies affecting your business and market- Presence of government agencies and regulating bodies- Corporate tax shelters- Government spending- Effects of taxation, inflation, monetary policies (e.g. interest rates), exchange rates- International trade development
31、s (e.g. FTAA, EU, etc.)- Political climate (e.g. stable, war setting, etc.) and stability of government1.1.4Sociocultural Factors- Lifestyle and sociocultural changes- Environmental concerns- Changes in use of disposable income- Living conditions (amenities, utilities, pollution)- Level of social mo
32、bility (movement of individuals from one societal class to another)- Degree of rural migration (movement of population from rural areas to cities) and urban sprawl (spreading of the population and development into rural areas)1.1.5Technological Factors- Breakthrough technologies or processes, techno
33、logies under development- Rate of technological innovation- Relative cost of technology, research and development- Industry dependence on technological factors, impact of technological innovation- Energy use Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the Un
34、ited States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR COMPANY NAME Mark
35、eting Plan61.2Sales Analysis- Economic growth and profitability of industry vs. your growth and profitability- Evolution of sales, market share, variable costs (labor, raw materials, energy, etc.)- Evolution of marketing expenditures and profit margins of your company product(s) over last 5 years co
36、mpared to industry figures By product family or by product SKU (each model, version, format, etc.)By sales territory or by any other unit pertinent to your company- Summarize the elements above in table format (calculation formulas provided in parenthesis):Product AYear -5Year -4Year-3Year-2Year -1A
37、Industry SalesBCompany SalesCMarket ShareDAverage Selling Price EVariable Costs (per unit)FGross Margin per unit (D - E)GNumber of Units Sold(A x C)HGross Revenue(D x G)ITotal Gross Margin(F x G)JMarketing ExpensesKOther ExpensesLNet Profits(I J K)TABLE 1. Product A Sales History Copyright BizTree.
38、2006. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FOR
39、M. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW. Copyright BizTree. 2006. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENS
40、E, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW. Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY
41、PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR COMPANY NAME Marketing Plan7- Distribution trends and developments- Types of distribution channe
42、ls used in market and breakdown of sales generated through each channelBreakdown for industryBreakdown for your company- Distribution costs through different channels1.3Competitive Analysis1.3.1Competitive landscape- Indicate level of competition in industry (e.g. fierce, moderate) and number of com
43、petitors- Indicate volatility of competition in industry: number of yearly new players and failures- Describe type(s) of competition affecting your business (product/service competition, competition at the level of corporate/marketing strategy or business model, or competition based on specific attr
44、ibutes such as price, quality, features, etc.)- Identify the industrys competitive barriers to overcome and state how your company has dealt or will deal with them- Identify potential sources of competitive advantage1.3.2Key Players- Identify main sources of competition (direct competitors, indirect
45、 competitors, substitutes, potential entrants, related products) and evaluate relative intensity of competition arising from each source - Identify major competitors and lesser competitors and list them in categories based on source type (refer to above item) and/or based on their threat level- Iden
46、tify the factors that give power to competitors (e.g. marketing strategy, superior product, established company, strong financial backing, expertise, relationship with key industry members, etc.). Identify the strategies and/or market conditions that have allowed competitors to achieve good results
47、and, if applicable, what has caused them to fail1.3.3Key Players vs. Your Company- Select your main competitors and compare them to your company. Evaluate the performance of their marketing activities and identify the intensity and type of threat they pose, main strategies, recent initiatives and of
48、fensive tactics (directed towards your company). Briefly analyze the following elements and compare them to your company: Product/service offering (characteristics, features, benefits)Size (in terms of sales, market share, infrastructure and customer base)ObjectivesStrengths and weaknessesBrand equi
49、ty: customer loyalty, brand image, brand awareness, brand recognition and brand reputationPast, present and future strategies Marketing strategies (positioning, branding, advertising, media expenditures)Probable actions in response to market changes and to your companyEfficiencies in cost structure
50、(e.g. economies of scale or scope, streamlined processes, JIT, etc.)Degree of vertical integrationHistory of innovationsStrength of managementStrength of distribution Financial resources Copyright BizTree. 2006. All rights reserved. Protected by the copyright laws of the United States and Canada and
