BASIC ELEMENTS OF A MARKETING PLAN

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BASIC ELEMENTS OF A MARKETING PLAN

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Nội dung Text: BASIC ELEMENTS OF A MARKETING PLAN

  1. BASIC ELEMENTS OF A MARKETING PLAN I. SITUATION A NALYSIS a. External Environment i. Regulatory ii. Political iii. Economic iv. Social v. International b. Corporate Review i. Mission statement, corporate vision, strategic intent ii. Corporate plan iii. Long term goals iv. Objectives such as profit, ROI, share price v. Organizational chart c. Product Category Review i. General description (life cycle state, needs/wants specified) ii. Sales trends (years, seasonality, share of major brands) iii. Distribution profile iv. Pricing overview v. Packaging overview d. Competitive Analysis i. Description of major competitors’ strengths/weaknesses 1. product 2. distribution 3. pricing ii. Brand positioning and advertising 1. media spending (by medium, seasonality) 2. sales promotion (trade vs. consumer) iii. Anticipated major programs (new/improved brands, new territories, changes in distribution, pricing, marketing communication) e. Consumer Analysis i. Customers/buyers vs. consumers/users (and influences) ii. Demographics and psychographics iii. Purchase rate iv. Brand loyalty analysis v. Difference between brand and category users f. Brand Review i. Current positioning, sales trends, performance test results, awareness, pricing history, distribution history, marketing communication history, stage in brand life cycle, source of additional business II. PROBLEMS AND OPPORTUNITIES a. SWOT i. Internal Strengths and Weaknesses ii. External Threats and Opportunities b. Opportunity analysis c. Problems III. STRATEGIC PLANNING: T HE BASIC D ECISIONS a. Marketing objectives (sales; share) b. Marketing strategies
  2. c. Targeting and segmenting d. Identification or competitive advantage e. Positioning and branding IV. MARKETING MIX O BJECTIVES , STRATEGIES , AND TACTICS a. Product i. Objectives (brand/line extensions, improvements, deletions) b. Place (distribution) i. Objectives (penetration, type outlets, geography, service level) ii. Channels iii. Warehousing iv. Retailing c. Pricing i. Objectives d. Promotion (communication) i. Personal selling ii. Advertising iii. Sales promotion iv. Packaging v. Direct marketing V. CONTROL AND EVALUATION a. Forecasting b. Budgeting c. Scheduling and Timing d. Evaluation
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