The Marketing PlanWord格式.docx

The Marketing PlanWord格式.docx

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Competitors

Achievements

SalesAnalysis

RevenueBreakdown

SalesTrends

ReviewSales

The80:

20Rule

SeasonalFluctuations

MarketAnalysis

MarketProfile

MarketTrends

Gapinthemarket

MarketSegments

PossibleSegments

BenefitAnalysis

PotentialTargetMarket

DetailedSegmentation

BusinessPerception

CustomerPerception

CentresofInfluence

CompetitorAnalysis

CompetitorAnalysis

CompetitiveStrengthsandWeaknesses

CompetitivePositioning

ProductPositioning

TargetMarketAnalysis

Objectives

SWOTAnalysis

MissionStatement

Objectives

MarketingPlan（Product/Service）

SalesandMarketObjectives

MarketPositioning

MarketingInformationSystems

PerceptionbyCustomers

Product/ServiceBranding

Packaging

Warranty/Guarantee

Accessories

Upgrades

ProductDevelopments

MarketingPlan（Price/Distribution）

Pricing

Discounts

PaymentTerms

Distribution

AppointDistributors

Sub-distributors

Retailers

MarketingPlan（Promotion）

CustomerPromotions

MediaActivities

InfluencerPromotions

SalesStrategy

Communication

SalesForceChecklist

MarketingTactics

MarketingResources

TypesofPromotions

ExecutiveSummary

GeneralOutline

PROVIDEAGENERALOUTLINEOFYOURBUSINESS

Inthissectionincludeinformationsuchaswhenyouestablishedthebusiness,whyyouestablishedthebusinessandadescriptionofyourcompany'

sproductsorservices.Thisinformationwillgiveotherswhoreadyourplananunderstandingofthenatureofyourbusiness.

SERVICESAMPLETEXT

CapitalConsultancyisaSmallBusinessandManagementConsultancy.CapitalConsultancywasincorporatedinStatesvillein200A.ItoperatesinCapitalcity,Statesville.TheprincipalConsultant,JohnSmithhasanextensivebackgroundinBusinessConsulting,gainedinpartfromfiveyearsexperienceasaManagementConsultant/BusinessAnalystforaMultinationalBig6AccountingCompany.CapitalConsultancyhastwofulltimeconsultingstaffandabookkeeperandareceptionist/administrationsupportpersonandseveralprofessionalassociates,whoarecalledupontoprovidesupportintheareasofTQMandcustomerservicetraining.

Inthepastourrangeofserviceshascoveredanextensiverangeofindustrysectorsandareaswithsomeemphasisonaccounting,financialandadministrativesupportformanufacturing&

retailbusinessesinthe$500,000-$1.5Mturnoverrange.

CapitalConsultancyhasachievedanexcellentreputationasprovidingahighqualityconsultingservice.Recentlyareviewshowedourmoreprofitableassignmentsflowedfromthebusinessplanningprocess.Whileinthepastwewoulddeliverabusinessplanondemand,acomprehensiveBusinessPlanisnowseenasanessentialrequirementforallmodernbusinessesregardlessofsize.

ThisbusinessplanforourownbusinesshasenabledCapitalConsultancytodefinemoreclearlyexactlywhatourconsultingservicesareandwhereourownbusinessheaded.

Indoingso,thecompanyhaspinpointedsomesignificantnewmarketopportunitieswhichcouldincreasesalesquitesubstantially.Thecompanynolongerseesitselfassimplyinthebusinessofselling'

pure'

consultingservices.Itisclearthattheintangiblenatureofconsultingmeansthatbusinessowner'

sandmanager'

sbuyerbehaviourisbasedonsubjectivefactorssuchastheirassessmentofourprincipleconsultants.Theresultsoftheconsultingassignmentmaynotbeapparentforsometime.Inthepasttwelvemonthsseveralassignmentshave'

stalled'

duetoclientsbecomingimpatient.Wemustrefineoursalescycletoincorporateamoretangiblecomponentsuchasabusinessplanningdocumentaspartoftheneedsanalysis.

Inthiswayourprospectiveclientswillhaveamoretangibleexperienceofourservicesthatcouldbedeliveredbysomeoneotherthanaprincipleconsultant.Theywillalsohaveabetterunderstandingoftheprocessesformeasuringandevaluatingtheresultsofourcontributiontotheirbusiness.

Wewillalsoseektoextendourservicestoincorporateotherproductbasedsolutions.Asthedemandforsoftware/technologythatsupportsbusinessprocessesisgrowingrapidly,wewillintegrateproductivitytoolsandsystemsintotherangeofoptionswecanprovideourclients.

Thereforethisplanalsoidentifiesnewopportunitiesbyextendingourrangeofservicestoincludeaformalbusinessplanningservicewithourtraditionalmanagementconsulting&

advice.Wewillalsoexplorethewaysofprovidingclientswithmoretangiblebenefitsearlierinthedevelopmentofourbusinessrelationship.

RETAILSAMPLETEXT

StatesvilleRetailwasincorporatedinStatesvillein200A.Theproprietor,JohnSmithhasanextensivebackgroundinSparePartretailing,gainedinpartfromtwelveyearsexperienceasnationalsalesdirectoroftheMultinationalCorporation.StatesvilleRetailnowoperates12storeswhichstockhighqualitySparePartssuppliedbothNorthAmericanandInternationalmanufacturers.

ThecompanyhasaStoreManagerandatleastoneotherfulltimesalespersonateachofitsbranchstoresandbetweentwoandfivecasualpart-timesalesassistantswhoarerosteredtocoverpeaksalestimesandallowfulltimestaffmealbreaks.AseniorbuyerandtwoadministrativestaffareemployedintheHeadOffice.OurHeadofficeislocatedintheofficesonthethirdfloorofthebuildinghousingitsmainstoreintheCentrePlacePlaza,inshoppingprecinctofCapitalCity.Tenofthebranchesarelocatedwithinshoppingcentresthroughoutthemetropolitanarea.TheotherstoreislocatedintheprovincialcapitalofStatesville120kilometersfromCapitalCity.ThecompanyemploystwodriverswhodeliverSparePartstocustomers,distributenewmerchandisefromthestockroomatHeadOfficetothestoresandfacilitatestockrotation.

StatesvilleRetailhasachievedanexcellentreputationasahighqualitysupplierofSpareParts.SparePartsarenowseenasanessentialpartofmodernfamilylife.OurrangeofSparePartsareregardedasthemostextensiverangeavailable.

ThisBusinessPlanhasenabledStatesvilleRetailtoclearlyseewhatbusinessthecompanyisinandwhereitisheaded.

Indoingso,thecompanyhaspinpointedsomesignificantnewmarketopportunities,whichcouldincreasesalesquitesubstantially.ThecompanynolongerseesitselfassimplyinthebusinessofsellingSpareParts.ItnowseesitselfinthebusinessofprovidingmodernfamilieswithabetterqualityoflifethroughincreasedenjoymentofSparePartLifestyle.BydefiningthebusinessinthiswaythecompanyhasidentifiedpossiblenewservicessuchasservicecontractsforSpareParts.Inthepastallinstallationhasbeencarriedbyindependentthirdpartieswith60%ofthisbusinessgoingtoSparePartsFixers,asmallelectricalcontractorrunbyTomJones.

ThisplanalsoidentifiesnewproductopportunitiessuchasextendingourproductrangetoincludeapremiumrangeofenhancedSparePartsandtoalsostockreplacementthingamies,lubricantsandotherSparePartprotectionproductsthatwouldfitwellwithitsexistingcustomerbase.InsteadofjustsupplyingSpareParts,StatesvilleRetailwilllooktosupplyitscustomerswithacomprehensiverangeofSparePartlifestylegoodsandservices.

HOSPITALITYSAMPLETEXT

TheCapitalCitymotelwasbuiltin1978,constructedtotakeadvantageofthelocationalongtheCapitalCityHighwayandmainlycaterfortravellingsalespeople.Theroomsandoutfitreflectthisbuthavebeenrenovatedin200Aunderthecurrentmanagement.

Thepresentoperators,CapitalCitycompany,havebeenLesseesofthepropertysince200Aandhaveupgradedthefacilitiesin200Atoitscurrentfourstarstandards.TheoperatorsalsolistedthepropertywiththeStatesvillemotelchainin200Atoassurethewidestpossiblemarketcoverage.

Thepropertyhasbeenrunningprofitablysincetakeoverbythecurrentoperators,butmostrecentlyanewproperty（opened200A）hastakenitsplaceasmarketleaderinthetown,affectingnotonlyrevenueandoccupancylevels,butalsothefoodandbeverageassociatedrevenues.

Eventhoughthispropertyisnolongermarketleader,therateshavebeenmaintained,aswellasservicestandardsandpositioning,byincreasingthe'

valueplus'

aspect.Thishasbeenthroughincludingbreakfastaspartoftheratestructure.Also,arecentsoft-furnishingupgradehasgiventhepropertyarejuvenatedlook,furtherenhancingbusinesspotential.

TheCapitalCitymotelofferstheguestssafe,friendlyandcomfortableaccommodationandfacilities,atgoodvalueformoney,whichhasassuredalargerepeatbusinesswithahighloyaltylevel.

Theoperatorswouldliketofurtherstrengthentheirmarketpositionandseektoincreasetheirmarketingbothlocallyandonaregionallevel,employingapart-timesalespersontoassist,aswellasupgradingallsalesmaterialcollateralcurrentlyused.

Thisbusinessplanisdesignedtoassisttheoperatorsinasystematicandstrategicapproachtoachievingtheirobjectivesofmaintainingtheirmarketpositioning.

GENERALSAMPLETEXT

（Yourcompany）wasincorporatedinnowheresvilein200A.Thecompanymanufacturesanddistributes（yourproduct）whichitmakesentirelyatitsin-housemanufacturingplant.ThecompanyhastwentyemployeesatHeadOfficeandonesalesoffice,withtwosalesrepresentatives,interstate.

（Yourcompany）hasachievedanexcellentreputationasahighqualitysupplierof（yourproduct）.（Yourproducts）areprotectivecasingsthataresoldtomanufact