市场营销计划书marketingplan模板.docx

市场营销计划书marketingplan模板.docx

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市场营销计划书marketingplan模板

MARKETINGYOURBUSINESSFORSUCCESS

WORKSHOPINTRODUCTION

MARKETINGYOURBUSINESSFORSUCCESS

WORKBOOK

TrainingModule-3

WorkshopObjectives

Bytheendofthisworkshop,youshouldbeableto:

*Determinethepurposeofthemarketingplan

-Identifystrategiesforconductingmarketresearch

-Identifyadvantagesofmarketresearch

*Determinewhatthemarketingplancontains

-Targetmarket

-Competition

-Product/service

-Marketingbudget

-Location

-Pricingstrategy

-Promotionalstrategy

*List

-advantagesofdevelopingamarketingplan

-disadvantagesofdevelopingamarketingplan

*Prepareamarketingplanoutline

*Developaneffectivemarketingstrategy

-Advertisingstrategy

-Promotionalstrategy

MARKETINGYOURBUSINESSFORSUCCESS-THEMARKETINGPLAN-

UNDERSTANDINGTHEMARKETPLACE

Marketingplaysavitalroleinsuccessfulbusinessventures.How

welltheplanyoudevelopmarketsyourbusiness,alongwiththe

managementandfinancialmanagementplans,willultimately

determineyourdegreeofsuccessorfailure.Thekeyelementsof

asuccessfulmarketingplanareto1）knowyourcustomers--

theirlikes,dislikesandexpectations,and2）toknowyour

competitors--theirstrengthsandweaknesses.Byidentifying

thesefactors,youcandevelopamarketingstrategythatwill

allowyoutoarouseandfulfillcustomersneeds,better

understandcompetitorsandidentifychangesinthemarketplace

thatcanaffectyourbottomline.

Thepurposeofthemarketingplanistodefineyourmarket,i.e.,

identifyyourcustomersandcompetitors,tooutlineastrategy

forattractingandkeepingcustomersandtoidentifyand

anticipatechange.Yourbusinesswillnotsucceedsimplybecause

youwantittosucceed.Ittakescarefulplanningandathorough

understandingofthemarketplacetodevelopastrategythatwill

ensuresuccess.

UnderstandingtheMarketplace

Generally,thefirstandmostimportantstepinunderstandingthe

marketistostudyitthroughmarketresearch.Inthecaseofa

franchise,thefranchisorhasdevelopedamarketingprogram,so

youwillneedtoreviewtheprogramheorshehasprovided.Look

overtheplantodeterminewhatproduct/serviceyouwilloffer

andwriteadescriptionofit.Eventhoughafranchisorhas

describedyourproductorservice,itisagoodideatodevelop

andwriteyourowndescriptionbecausethisprocesshelpsyouto

knowyourproductorservice--akeyvariableinanysuccessful

marketingplan.Whendescribingyourproductorserviceoutline

whatyoufeelareitsuniqueaspects,andexplainhoworwhy

theseaspectswillappealtocustomers.Emphasizethespecial

featuresthatyoufeelareitssellingpoints.Thesefeaturesare

whatyouwillusetoconvincecustomerstopurchaseyourproduct

orservice.

Nextgooversalesprojections,determiningifthereisademand

fortheproductorservice.Inthecaseofafranchise,the

franchisorwillhavedevelopedtheprojections.Studythisdata

toseehowheorshearrivedattheseprojections.Thiswillhelp

youtobetterunderstandhowthemarketplaceoperatesrelativeto

yourproduct/service,anditcanhelpyoudeveloptheskills

necessarytoidentifyandanticipatechangesinthemarketplace.

Startyourownmarketplacetrends.Periodicallyreview

yourdata,lookingforshiftsinthemarket.Ifchangesare

occurring,youshouldmodifythemarketingplantocoincidewith

thesechanges.Infranchiseoperations,itiscustomaryforthe

franchisortoupdatethemarketingplanperiodicallytoreflect

changesinthemarketplaceandtokeepthemarketingprogram

current.

Amarketingplanshouldanswerthesequestions:

*Isthisproductorserviceinconstantdemand?

*Howmanycompetitorsprovidethesameproductorservice?

*Canyoucreateademandforyourserviceorproduct?

*Canyoueffectivelycompleteinprice,qualityand

delivery?

*Ifafranchise,willthefranchisorpricetheproductor

servicetogiveyoutheprojectedprofit?

Reviewyourprogramtoensurethatitanswersthesequestions.If

yourplandoesn'tanswerthequestions,itwillneedtobe

modified,oryouwillneedtodeviseastrategythatwillprovide

ameansforansweringthem.Whenyouaresatisfiedthatyou

understandtheprogram,howthemarketoperatesandhowto

identifymarketshiftsandtrends,startwritingthemarketing

sectionofyourbusinessplan.

Evenifyouadoptamarketingprogramthathasbeendeveloped

elsewhere,itisyourresponsibilitytopromoteyourproductor

servicebycultivatingthemarketplace,i.e.,attractingand

keepingcustomers.Youcanaccomplishthisaimbyknowingyour

market,yourcustomers,yourcompetitorsandyourproduct/

service.Don'trelysolelyontheprogramprovidedbya

franchisororothers,gatherandassessyourowndatausingthe

techni