市场营销计划书marketing plan模板.docx

1、市场营销计划书marketing plan模板 MARKETING YOUR BUSINESS FOR SUCCESSWORKSHOP INTRODUCTION MARKETING YOUR BUSINESS FOR SUCCESS WORKBOOK Training Module - 3Workshop ObjectivesBy the end of this workshop, you should be able to: * Determine the purpose of the marketing plan - Identify strategies for conducting m

2、arket research - Identify advantages of market research * Determine what the marketing plan contains - Target market - Competition - Product/service - Marketing budget - Location - Pricing strategy - Promotional strategy * List - advantages of developing a marketing plan - disadvantages of developin

3、g a marketing plan * Prepare a marketing plan outline * Develop an effective marketing strategy - Advertising strategy - Promotional strategyMARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN - UNDERSTANDING THE MARKETPLACEMarketing plays a vital role in successful business ventures. Howwell t

4、he plan you develop markets your business, along with themanagement and financial management plans, will ultimatelydetermine your degree of success or failure. The key elements of a successful marketing plan are to 1) know your customers - their likes, dislikes and expectations, and 2) to know yourc

5、ompetitors - their strengths and weaknesses. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line.The purpose of the marketi

6、ng plan is to define your market, i.e.,identify your customers and competitors, to outline a strategy for attracting and keeping customers and to identify and anticipate change. Your business will not succeed simply becauseyou want it to succeed. It takes careful planning and a thoroughunderstanding

7、 of the marketplace to develop a strategy that willensure success.Understanding the MarketplaceGenerally, the first and most important step in understanding themarket is to study it through market research. In the case of afranchise, the franchisor has developed a marketing program, so you will need

8、 to review the program he or she has provided. Lookover the plan to determine what product/service you will offer and write a description of it. Even though a franchisor hasdescribed your product or service, it is a good idea to develop and write your own description because this process helps you t

9、oknow your product or service-a key variable in any successfulmarketing plan. When describing your product or service outlinewhat you feel are its unique aspects, and explain how or why these aspects will appeal to customers. Emphasize the specialfeatures that you feel are its selling points. These

10、features arewhat you will use to convince customers to purchase your product or service. Next go over sales projections, determining if there is a demandfor the product or service. In the case of a franchise, thefranchisor will have developed the projections. Study this data to see how he or she arr

11、ived at these projections. This will helpyou to better understand how the marketplace operates relative toyour product/service, and it can help you develop the skillsnecessary to identify and anticipate changes in the marketplace.Start your own file on marketplace trends. Periodically review your da

12、ta, looking for shifts in the market. If changes areoccurring, you should modify the marketing plan to coincide withthese changes. In franchise operations, it is customary for thefranchisor to update the marketing plan periodically to reflectchanges in the marketplace and to keep the marketing progr

13、amcurrent. A marketing plan should answer these questions:* Is this product or service in constant demand?* How many competitors provide the same product or service?* Can you create a demand for your service or product?* Can you effectively complete in price, quality and delivery?* If a franchise, w

14、ill the franchisor price the product or service to give you the projected profit?Review your program to ensure that it answers these questions. Ifyour plan doesnt answer the questions, it will need to bemodified, or you will need to devise a strategy that will providea means for answering them. When

15、 you are satisfied that youunderstand the program, how the market operates and how to identify market shifts and trends, start writing the marketingsection of your business plan.Even if you adopt a marketing program that has been developedelsewhere, it is your responsibility to promote your product

16、orservice by cultivating the marketplace, i.e., attracting andkeeping customers. You can accomplish this aim by knowing yourmarket, your customers, your competitors and your product/service. Dont rely solely on the program provided by a franchisor or others, gather and assess your own data using the

17、techniques outlined in your plan. By gathering and analyzing thisinformation, you will be better able to determine if your programis in line with your competitors, if it is in line with industryaverages and what adjustments you can make to improve your overall competitiveness.A sample Marketing Plan

18、 is attached as part of Appendix I. Study it carefully, then try to develop a similar program for your business plan.MARKET RESEARCHStrategies for Researching the MarketResearching your market is perhaps the easiest way to assess it.Market research does not have to be costly, nor does it have to be

19、a complex process. It can be as simple and as easy as surveying a cross-section of your consumers (focus group) to gettheir opinions about the product or service you will be offering,or conducting a telephone or mail survey. The disadvantages ofusing the telephone or mail survey method are the indiv

20、iduals youcontact may not be interested in responding to a survey. Othermarket research techniques include analyzing demographic data, such as population growth/decline rate; age range, sex,income/educational level; brainstorming with family and friends,focus group interviews. Whatever method you us

21、e, your focus should be on gathering enough information to determine who yourpotential customers are-their needs, wants and expectations; ifthere is a demand for your product or service; who your competitors are and how well they are doing.Market research should answer questions such as:* Who are yo

22、ur customers and potential customers?* What kind of people are they?* Where do they live?* Can and will they buy the product or service youre offering?* Are you offering the kinds of goods or services they want - at the best place, the best time and best amounts?* Are your prices consistent with wha

23、t the buyers view as the products values?* Are you applying the promotional programs in a way that will bring about success?* What do customers think of your franchise?* Who are your competitors?* If a franchise, how does your operation compare with the competition?While there are some disadvantages

24、 to market research-its acostly, time-consuming process, builds in biases that distortinformation, ignores answers or lets arrogance or hostility cut off communications at some point in the marketing process-theadvantages, however, outweigh the disadvantages. Dont forego this process or stop halfway

25、 because you are not getting thedesired results. This may be an indication that you are going into the wrong business or that there isnt a market for yourproduct or service. Dont be discouraged. You simply may need tomodify your original plan.A few of the benefits of market research are outlined bel

26、ow.* Learning who your customers are and what they want.* Learning how to reach your customer and how frequently you should try to communicate with them.* Learning which appeals are most effective and which ones arent.* Learning the relative successes of different marketing strategies in relation to

27、 their return on investment.While market research may appear to be a tedious, time-consumingprocess, it is necessary if you want to be successful. Think ofmarket research as simply a method of finding out what catchescustomers attention by observing their actions and drawingconclusions from what you

28、 see and as an organized way of findingobjective answers to questions every business owner and managermust answer in order to succeed. Market research focuses andorganizes marketing information, ensuring that it is timely andthat it provides what you need to:* reduce business risks,* spot problems a

29、nd potential problems in your current market,* identify and profit from sales opportunities, and* get basic facts about your markets to help you make better decisions and set up plans of action.If viewed from this stand point, market research is an invaluabletool that can save you time, effort and m

30、oney._SELF-PACED ACTIVITYDuring this activity you will answer the following questions:* Do you have a marketing plan? Yes_ No_* If yes, which elements described in pages 1-5 did you NOT include?* Have you conducted any marketing research?* If yes, how and what methods did you use?* If no, why?MARKET

31、ING YOUR BUSINESS FOR SUCCESS - WHAT DOES A MARKETING PLAN CONTAIN?Many first-time business owners think that by simply placing an ad in a local newspaper or a commercial on a radio or a television station, customers will automatically flock to purchase their product or service. This is true to a certainextent. Some people are likely to learn about your product orservice and try it, just out of curiosity. But hundreds, eventhousands, of other potential customers may never learn of yourbusiness. Just think