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

市场营销计划书（marketing-plan）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.

Startyourownfileonmarketplacetrends.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

techniquesoutlinedinyourplan.Bygatheringandanalyzingthis

information,youwillbebetterabletodetermineifyourprogram

isinlinewithyourcompetitors,ifitisinlinewithindustry

averagesandwhatadjustmentsyoucanmaketoimproveyour

overallcompetitiveness.

Asample"MarketingPlan"isattachedaspartofAppendixI.

Studyitcarefully,thentrytodevelopasimilarprogramfor

yourbusinessplan.

MARKETRESEARCH

StrategiesforResearchingtheMarket

Researchingyourmarketisperhapstheeasiestwaytoassessit.

Marketresearchdoesnothavetobecostly,nordoesithaveto

beacomplexprocess.Itcanbeassimpleandaseasyas

surveyingacross-sectionofyourconsumers（focusgroup）toget

theiropinionsabouttheproductorserviceyouwillbeoffering,

orconductingatelephoneormailsurvey.Thedisadvantagesof

usingthetelephoneormailsurveymethodaretheindividualsyou

contactmaynotbeinterestedinrespondingtoasurvey.Other

marketresearchtechniquesincludeanalyzingdemographicdata,

suchaspopulationgrowth/declinerate;agerange,sex,

income/educationallevel;brainstormingwithfamilyandfriends,

focusgroupinterviews.Whatevermethodyouuse,yourfocus

shouldbeongatheringenoughinformationtodeterminewhoyour

potentialcustomersare--theirneeds,wantsandexpectations;if

thereisademandforyourproductorservice;whoyour

competitorsareandhowwelltheyaredoing.

Marketresearchshouldanswerquestionssuchas:

*Whoareyourcustomersandpotentialcustomers?

*Whatkindofpeoplearethey?

*Wheredotheylive?

*Canandwilltheybuytheproductorserviceyou're

offering?

*Areyouofferingthekindsofgoodsorservicestheywant

--atthebestplace,thebesttimeandbestamounts?

*Areyourpricesconsistentwithwhatthebuyersviewasthe

products'values?

*Areyouapplyingthepromotionalprogramsinawaythat

willbringaboutsuccess?

*Whatdocustomersthinkofyourfranchise?

*Whoareyourcompetitors?

*Ifafranchise,howdoesyouroperationcomparewiththe

competition?

Whiletherearesomedisadvantagestomarketresearch--it'sa

costly,time-consumingprocess,buildsinbiasesthatdistort

information,ignoresanswersorletsarroganceorhostilitycut

offcommunicationsatsomepointinthemarketingprocess--the

advantages,however,outweighthedisadvantages.Don'tforego

thisprocessorstophalfwaybecauseyouarenotgettingthe

desiredresults.Thismaybeanindicationthatyouaregoing

intothewrongbusinessorthatthereisn'tamarketforyour

productorservice.Don'tbediscouraged.Yousimplymayneedto

modifyyouroriginalplan.

Afewofthebenefitsofmarketresearchareoutlinedbelow.

*Learningwhoyourcustomersareandwhattheywant.

*Learninghowtoreachyourcustomerandhowfrequentlyyou

shouldtrytocommunicatewiththem.

*Learningwhichappealsaremosteffectiveandwhichones

aren't.

*Learningtherelativesuccessesofdifferentmarketing

strategiesinrelationtotheirreturnoninvestment.

Whilemarketresearchmayappeartobeatedious,time-consuming

process,itisnecessaryifyouwanttobesuccessful.Thinkof

marketresearchassimplyamethodoffindingoutwhatcatches

customers'attentionbyobservingtheiractionsanddrawing

conclusionsfromwhatyouseeandasanorganizedwayoffinding

objectiveanswerstoquestionseverybusinessownerandmanager

mustanswerinordertosucceed.Marketresearchfocusesand

organizesmarketinginformation,ensuringthatitistimelyand

thatitprovideswhatyouneedto:

*reducebusinessrisks,

*spotproblemsandpotentialproblemsinyourcurrent

market,

*identifyandprofitfromsalesopportunities,and

*getbasicfactsaboutyourmarketstohelpyoumakebetter

decisionsandsetupplansofaction.

Ifviewedfromthisstandpoint,marketresearchisaninvaluable

toolthatcansaveyoutime,effortandmoney.

_________________________________________________________________

SELF-PACEDACTIVITY

Duringthisactivityyouwillanswerthefollowingquestions:

*Doyouhaveamarketingplan?

Yes___No___

*Ifyes,whichelementsdescribedinpages1-5didyouNOT

include?

*Haveyouconductedanymarketingresearch?

*Ifyes,howandwhatmethodsdidyouuse?

*Ifno,why?

MARKETINGYOURBUSINESSFORSUCCESS-WHATDOESAMARKETINGPLANCONTAIN?

Manyfirst-timebusinessownersthinkthatbysimplyplacingan

adinalocalnewspaperoracommercialonaradioora

televisionstation,customerswillautomaticallyflockto

purchasetheirproductorservice.Thisistruetoacertain

extent.Somepeoplearelikelytolearnaboutyourproductor

serviceandtryit,justoutofcuriosity.Buthundreds,even

thousands,ofotherpotentialcustomersmayneverlearnofyour

business.Ju