MarketingPlantemplate.docx

MarketingPlantemplate.docx

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MarketingPlantemplate

MARKETINGPLANTEMPLATES

ThesetemplatesaredesignedtoassistyouindevelopingPartAofyourformalmarketingplan.Templatesareausefulplanningtoolbecausetheyhelptoensurethatimportantinformationisnotomittedfromthemarketingplan.Answeringthequestionsonthesetemplateswillenableyouto:

1.Organizeandstructurethedataandinformationyoucollectduringthesituationanalysis.

2.Usethisinformationtobetterunderstandafirm'sstrengthsandweaknessesandtorecognizetheopportunitiesandthreatsthatexistinthemarketingenvironment.

3.Developgoalsandobjectivesthatcapitalizeonstrengths.

4.Developamarketingstrategythatcreatescompetitiveadvantages.

5.Outlineaplanforimplementingthemarketingstrategy（partBoftheassignment）.

Rememberthatthereisnoonebestwaytoorganiseamarketingplan.Wedesignedouroutlinetoserveasastartingpointandtobeflexibleenoughtoaccommodatetheuniquecharacteristicsofyoursituation.Asyoucompletethetemplates,itmightbeusefultoreferbacktothetextofthechapters.Incompletingthesituationanalysissection,besuretobeascomprehensiveaspossible.TheviabilityofyourSWOTanalysisdependsonhowwellyouhaveidentifiedalloftherelevantenvironmentalissues.Likewise,asyoucompletetheSWOTanalysis,youshouldbehonestaboutthefirm'scharacteristics.Donotdependonstrengthsthatthefirmreallydoesnotpossess.Honestyisalsoimportantforyourlistingofweaknesses.

NOTE:

BEAWARETHATYOUMAYNOTNEEDTOINCLUDEINFORMATIONUNDEREVERYHEADINGLISTEDINTHISFRAMEWORK–IFYOUFEELTHATYOUCANLOGICALLYIGNOREASECTION,FEELFREETODOSO!

BESURETOADDRESSTHETASKATHAND–CAREFULLYREADTHEREQUIREMENTSFORASSIGNMENTTWO!

∙WHATINFORMATIONDOYOUNEEDTOCOLLECTINORDERTOADDRESSTHISTASK?

∙WHATISTHE“QUESTION”TOBEANSWERED?

∙WHOAREYOUWRITINGTHISPLANFOR?

∙WHATMIGHTTHEIREXPECTATIONSOFTHISPLANBE?

1.SituationAnalysis

A.TheExternalEnvironment

CompetitivePressures（theremaybenocompetitorsinthetargetmarket,butifnotwhynot?

）

Identifythefirm'smajorcompetitors（brand,product,generic,andtotalbudget）:

Identifythecharacteristicsofthefirm'smajorcompetitors:

Size

Growth

Profitability

Targetmarkets

Products

Keystrengthsandweaknesses

Keymarketingcapabilities（production,distribution,promotion,pricing）

Listanypotential（future）competitorsnotidentifiedinthepreceding.

EconomicGrowthandStability

Identifythegeneraleconomicconditionsofthecountry,region,state,andlocalareainwhichthefirmoperatesorintendstooperate:

Explaintheeconomicclimatewithrespecttocustomers:

Inflation

Consumerconfidence

Purchasingpatterns（buyingpower）

Business-to-businesseconomicconditions

Political,Legal,andRegulatoryIssues

Identifyanypoliticalactivitiesthataffectthefirmortheindustry:

Changesinelectedofficials（domesticorforeign）

Industry（lobbying）groups

Consumergroups

Identifyanychangesininternational,federal,state,orlocallawsandregulationsthataffectthemarketingactivitiesofthefirmortheindustry:

Recentcourtdecisions

Recentrulingsoffederal,state,local,andself-regulatoryagencies

Changesinglobaltradeagreementsortradelaw

ChangesinTechnology

Identifywaysthatchangingtechnologyhasaffectedthefirm'scustomers:

Searchingforproductinformation

Placeandtimingofpurchase（order）decisions

Comparisonshopping

Identifywaysthatchangingtechnologyhasaffectedthewaythefirmortheindustryoperates:

Manufacturing

Distribution

Promotion

Customerrelationshipmanagement

Partnershipsandalliances

Identifycurrenttechnologiesthatthefirmisnotusingtothefullestpotential:

Identifyfuturetechnologiesthatmayincreasetheriskofproductobsolescence:

SocioculturalTrends

Identifychangesinsociety'sdemographicsandvaluesthatwillaffectthefirmortheindustry（ifthisbecomestoobroad,focusonthefirm'stargetcustomers）:

Explainthechangesthatshiftingdemographicsandvalueswillhaveonthefirm's:

Products（features,benefits,branding）

Pricing（value）

Distribution（convenience,efficiency）

Promotion（messagecontent,delivery,feedback）

People（humanresourceissues）

Identifyanyproblemsoropportunitiesthatmaybecreatedbychangesintheculturaldiversityofthefirm'scustomersandemployees:

Identifyanyenvironmentalissues（pollution,recycling,energyconservation）thatthefirmorindustryisfacing:

Identifytheethicalandsocialresponsibilityissuesthatthefirmorindustryisfacing:

B.TheCustomerEnvironment

Whoarethefirm'scurrentandpotentialcustomers?

Describetheimportantidentifyingcharacteristicsofthefirm'scurrentandpotentialcustomers:

Demographic

Geographic

Psychographic

Productusage

Identifytheimportantplayersinthepurchaseprocessforthefirm'sproducts:

Purchasers（actualactofpurchase）

Users（actualproductuser）

Influencers（influencethedecision,makerecommendations）

Financialresponsibility（whopaysthebill?

）

Whatdocustomersdowiththefirm'sproducts?

Purchase

Purchasequantitiesandcombinations

Purchaseofcomplementaryproducts

Purchasesituations

Consumption

Characteristicsofheavyusers

Characteristicsoflightusers

Consumptionofcomplementaryproducts

Consumptionsituations

Disposition

Issuesrelatedtothecreationofwaste（garbage）

Issuesrelatedtorecycling

Wheredocustomerspurchasethefirm'sproducts?

Identifytheoutlets（intermediaries）wherethefirm'sproductsarepurchased:

Store-basedretailers

Electronicretailers（Internet,television）

Catalogretailers

Vending

Wholesaleoutlets

Directfromthefirm

Identifyanytrendsinpurchasepatternsacrosstheseoutlets（e.g.,howe-commercehaschangedthewaythefirm'sproductsarepurchased）.

Whendocustomerspurchasethefirm'sproducts?

Underthefirm'scontrol

Promotionalevents（communicationandpricechanges）

Customerservices（hoursofoperation,delivery）

Notunderthefirm'scontrol

Seasonalpatterns

Physical/socialsurroundings

Timeperceptions

Competitiveactions

Why（andhow）docustomersselectthefirm'sproducts?

Describethebasicbenefitsprovidedbythefirm'sproductsrelativetocompetingproducts:

Describethedegreetowhichcustomers'needsarebeingfulfilledbythefirm'sproductsrelativetocompetingproducts:

Describehowcustomers'needsareexpectedtochangeinthefuture.

Describetherelativeimportanceoftransactional（short,one-time）vs.relational（long-term,ongoing）exchangeprocesseswhencustomersmakeapurchase:

Whydopotentialcustomersnotpurchasethefirm'sproducts?

Identifythebasicneedsofnon-customersthatarenotbeingmetbythefirm'sproducts:

Identifythefeatures,benefits,andadvantagesofcompetingproductsthatcausenon-customerstochoosethemoverthefirm'sproducts:

Identifyproblemswiththefirm'sdistribution,promotion,orpricingthatcausenon-customerstolookelsewhere:

C.Internal（Organizational）Environment

Reviewofmarketinggoalsandobjectives

Identifythefirm'scurrentmarketinggoalsandobjectives.

Statewhetherthesegoalsandobjectivesare:

Consistentwiththefirm'smission

Consistentwithrecentchangesinthemarketingorcustomerenvironments

Leadingtoexpectedperformanceoutcomes（salesvolume,marketshare,

profitability,awareness,brandpreference）

Reviewofcurrentmarketingperformance

Describethefirm'scurrentperformancecomparedtootherfirmsintheindustry.Istheperformanceoftheindustryasawholeimprovingordeclining?

Why?

Ifthefirm'sperformanceisdeclining,whatisthemostlikelycause（e.g.,environmentalchanges,flawedstrategy,poorimplementation）?

Reviewofcurrentandanticipatedorganizationalresources

Describethecurrentstateofthefirm'sorganizationalresources（e.g.,financial,capital,human,experience,relationshipswithkeysuppliersorcustomers）.

Howarethelevelsoftheseresourceslikelytochangeinthefuture?

Ifresourcelevelsareexpectedtochange:

Howcanthefirmleverageadditionalresourcestomeetcustomerneedsbetterthancompetitors?

Howcanthefirmcompensateforfutureconstraintsonitsresources?

Reviewofcurrentandanticipatedculturalandstructuralissues

Intermsofmarketingstrategydevelopmentandimplementation,describethepositiveandnegativeaspectsofthecurrentandanticipatedcultureofthefirm.Examplescouldinclude:

Thefirm'soverallcustomerorientation（orlackthereof）

Thefirm'semphasisonshort-termvs.long-termplanning

Willingnessoftheculturetoembracechange

Internalpoliticsandpowerstruggles

Theoverallpositionandimportanceofthemarketingfunction

Changesinkeyexecutivepositions

Generalemployeesatisfactionandmorale

2.SWOTAnalysis

A.Strengths

Strength1:

_________________________________________________________

Howdoesthisstrengthenablethefirmtomeetcustomers'needs?

Doesthisstrengthmakethefirmdifferentfrom（betterthan）itscompetitors?

Strength2:

_________________________________________________________

Howdoesthisstrengthenablethefirmtomeetcustomers'needs?

Doesthisstrengthmakethefirmdifferentfrom（betterth