市场营销计划书(marketing-plan)模板

市场营销计划书

(marketing-plan)模板

MARKETING YOUR BUSINESS FOR

SUCCESS

WORKSHOP

INTRODUCTION

MARKETING YOUR BUSINESS FOR

SUCCESS

WORKBOOK

Training Module - 3

Workshop Objectives

By the end of this workshop, you should be

able to:

* Determine the purpo of the

marketing plan

- Identify strategies for

conducting market rearch

- Identify advantages of market

rearch

* Determine what the marketing plan

contains

- Target market

- Competition

- Product/rvice

- Marketing budget

- Location

- Pricing strategy

- Promotional strategy

* List

- advantages of developing a

marketing plan

- disadvantages of developing a

marketing plan

* Prepare a marketing plan outline

* Develop an effective marketing

strategy

- Advertising strategy

- Promotional strategy

MARKETING YOUR BUSINESS FOR SUCCESS - THE

MARKETING PLAN -

UNDERSTANDING THE MARKETPLACE

Marketing plays a vital role in successful

business ventures. How

well the plan you develop markets your

business, along with the

management and financial management plans,

will ultimately

determine 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 your

competitors -- their strengths and

weakness. By identifying

the factors, you can develop a marketing

strategy that will

allow you to arou and fulfill customers

needs, better

understand competitors and identify changes

in the marketplace

that can affect your bottom line.

The purpo of the marketing 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 becau

you want it to succeed. It takes careful

planning and a thorough

understanding of the marketplace to develop

a strategy that will

ensure success.

Understanding the Marketplace

Generally, the first and most important step

in understanding the

market is to study it through market rearch.

In the ca of a

franchi, the franchisor has developed a

marketing program, so

you will need to review the program he or she

has provided. Look

over the plan to determine what

product/rvice you will offer

and write a description of it. Even though

a franchisor has

described your product or rvice, it is a

good idea to develop

and write your own description becau this

process helps you to

know your product or rvice--a key variable

in any successful

marketing plan. When describing your product

or rvice outline

what you feel are its unique aspects, and

explain how or why

the aspects will appeal to customers.

Emphasize the special

features that you feel are its lling points.

The features are

what you will u to convince customers to

purcha your product

or rvice.

Next go over sales projections, determining

if there is a demand

for the product or rvice. In the ca of

a franchi, the

franchisor will have developed the

projections. Study this data

to e how he or she arrived at the

projections. This will help

you to better understand how the marketplace

operates relative to

your product/rvice, and it can help you

develop the skills

necessary to identify and anticipate changes

in the marketplace.

Start your own file on marketplace trends.

Periodically review

your data, looking for shifts in the market.

If changes are

occurring, you should modify the marketing

plan to coincide with

the changes. In franchi operations, it

is customary for the

franchisor to update the marketing plan

periodically to reflect

changes in the marketplace and to keep the

marketing program

current.

A marketing plan should answer the

questions:

* Is this product or rvice in constant

demand?

* How many competitors provide the same

product or rvice?

* Can you create a demand for your

rvice or product?

* Can you effectively complete in price,

quality and

delivery?

* If a franchi, will the franchisor

price the product or

rvice to give you the projected

profit?

Review your program to ensure that it answers

the questions. If

your plan doesn't answer the questions, it

will need to be

modified, or you will need to devi a

strategy that will provide

a means for answering them. When you are

satisfied that you

understand the program, how the market

operates and how to

identify market shifts and trends, start

writing the marketing

ction of your business plan.

Even if you adopt a marketing program that

has been developed

elwhere, it is your responsibility to

promote your product or

rvice by cultivating the marketplace, i.e.,

attracting and

keeping customers. You can accomplish this

aim by knowing your

market, your customers, your competitors and

your product/

rvice. Don't rely solely on the program

provided by a

franchisor or others, gather and asss your

own data using the

techniques outlined in your plan. By

gathering and analyzing this

information, you will be better able to

determine if your program

is in line with your competitors, if it is

in line with industry

averages and what adjustments you can make

to improve your

overall competitiveness.

A sample "Marketing Plan" is attached as part

of Appendix I.

Study it carefully, then try to develop a

similar program for

your business plan.

MARKET RESEARCH

Strategies for Rearching the Market

Rearching your market is perhaps the

easiest way to asss it.

Market rearch does not have to be costly,

nor does it have to

be a complex process. It can be as simple and

as easy as

surveying a cross-ction of your consumers

(focus group) to get

their opinions about the product or rvice

you will be offering,

or conducting a telephone or mail survey. The

disadvantages of

using the telephone or mail survey method are

the individuals you

contact may not be interested in responding

to a survey. Other

market rearch techniques include

analyzing demographic data,

such as population growth/decline rate; age

range, x,

income/educational level; brainstorming

with family and friends,

focus group interviews. Whatever method you

u, your focus

should be on gathering enough information to

determine who your

potential customers are--their needs, wants

and expectations; if

there is a demand for your product or rvice;

who your

competitors are and how well they are doing.

Market rearch should answer questions such

as:

* Who are your customers and potential

customers?

* What kind of people are they?

* Where do they live?

* Can and will they buy the product or

rvice you're

offering?

* Are you offering the kinds of goods or

rvices they want

-- at the best place, the best time and

best amounts?

* Are your prices consistent with what

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

franchi?

* Who are your competitors?

* If a franchi, how does your

operation compare with the

competition?

While there are some disadvantages to market

rearch--it's a

costly, time-consuming process, builds in

bias that distort

information, ignores answers or lets

arrogance or hostility cut

off communications at some point in the

marketing process--the

advantages, however, outweigh the

disadvantages. Don't forego

this process or stop halfway becau you are

not getting the

desired results. This may be an indication

that you are going

into the wrong business or that there isn't

a market for your

product or rvice. Don't be discouraged.

You simply may need to

modify your original plan.

A few of the benefits of market rearch are

outlined below.

* 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

aren't.

* Learning the relative success of

different marketing

strategies in relation to their return

on investment.

While market rearch may appear to be a

tedious, time-consuming

process, it is necessary if you want to be

successful. Think of

market rearch as simply a method of finding

out what catches

customers' attention by obrving their

actions and drawing

conclusions from what you e and as an

organized way of finding

objective answers to questions every

business owner and manager

must answer in order to succeed. Market

rearch focus and

organizes marketing information, ensuring

that it is timely and

that it provides what you need to:

* reduce business risks,

* spot problems and 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 t up plans of action.

If viewed from this stand point, market

rearch is an invaluable

tool that can save you time, effort and

money.

_________________________________________

________________________

SELF-PACED ACTIVITY

During 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

rearch?

* If yes, how and what methods did you

u?

* If no, why?

MARKETING 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

purcha their product or rvice. This is

true to a certain

extent. Some people are likely to learn about

your product or

rvice and try it, just out of curiosity.

But hundreds, even

thousands, of other potential customers may

never learn of your

business. Just think of the money you'll lo,

simply becau you

didn't develop an adequate marketing

program!

Marketing is an esntial part of business

operations. And, it

oftentimes determines how successful your

business will be. What

you as a potential business owner must do is

maintain a thorough

understanding of the marketing program, and

u it to extract

advantages from the marketplace. Go over the

strategies and

techniques until you understand how to apply

them to get the

results you desire. Remember, your aim is not

only to attract and

keep a steady group of loyal customers, but

also to expand your

customer ba by identifying and attracting,

new customers and to

reduce risks by anticipating market shifts

that can affect your

bottom line.

To help you accomplish this aim, your

marketing plan should

include strategies typical of any marketing

plan. The plan should

especially include what marketeers dub as

the 4 P's of Marketing

(PRODUCT/SERVICE, PRICE, PLACE AND

PROMOTION). Review your plan.

Make certain it contains the strategies

listed below, then

determine how the strategies are applied.

Include a brief

explanation for each strategy.

* Describe the target market by

- age

- x

- profession/career

- income level

- educational level

- residence

Identify and describe your customers (target

market) by their

age, x, income/educational levels,

profession/career and

residence. Know your customers better than

you know anyone--their

likes, dislikes, expectations. Since you

will have limited

resources target only tho customers who

are more likely to

purcha your product or rvice. As your

franchi grows and

your customer ba expands, then, you may

need to consider

modifying this ction of the marketing plan

to include other

customers.

* Identify Competition

- market rearch data

- demand for product or rvice

- nearest direct and indirect

competitors

- strengths and weakness of

competitors

- asssment of how competitors

business are doing

- description of the unique

features of your product or

rvice

- similarities and

dissimilarities between your product

or rvice and competitor's

- pricing strategy for and

comparison of yours and the

competition's

Identify the five nearest direct competitors

and the indirect

competitors. Start a file on each

identifying their weakness

and strengths. Keep files on their

advertising and promotional

materials and their pricing strategies.

Review the files

periodically determining when and how often

they adverti,

sponsor promotions and offer sales.

* Describe Product/Service

- describe your product or rvice

Try to describe the benefits of your goods

or rvices from your

customer's perspective. Emphasize its

, the

lling points. Successful business owners

know or at least have

an idea of what their customers what or

expect from them. This

type of anticipation can be helpful in

building customer

satisfaction and loyalty.

* Develop Marketing Budget

- advertising and promotional plan

- costs allocated for advertising

and promotions

- advertising and promotional

materials

- list of advertising media to be

ud

Operating an effective marketing plan

requires money, so you will

have to allocate funds from your operating

budget to cover

advertising, promotional and all other costs

associated with

marketing. Develop a marketing budget bad

on the cost for the

media you will u, and the cost for

collecting rearch data and

monitoring shifts in the marketplace.

* Describe Location (Place)

- description of the location

- advantages and disadvantages of

location

Again, try to describe the location of your

business from your

customer's perspective. Describe its asts

-- i.e., the

convenience, whether or not public

transportation is accessible,

the safety aspects--street lighting, well

lit parking lot or

facility, decor, etc. Your location should

be built around your

customers, it should be accessible and

should provide a n of

curity. An advantage of purchasing a

franchi is the

franchisor oftentimes assist in site

lection and decorating.

* Develop Pricing strategy

- pricing techniques and brief

description of the

techniques

- retail costing and pricing

- competitive position

- pricing below competition

- pricing above competition

- price lining

- multiple pricing

- rvice costs and pricing (for

rvice business

only)

- rvice components

- material costs

- labor costs

- overhead costs

Although your pricing strategy may be bad

on the strategy

devid by others, you should study this plan

and the strategies

ud by competitors. That way you will

acquire a thorough

understanding of how to price your product

or rvice, and you

can determine if your prices are in line with

competitors, if

they are in line with industry averages and

what adjustments you

can make to bring them in line.

The key to success is to have an well-planned

strategy, to

establish your policies and to constantly

monitor prices and

operating costs to ensure profits. Keep

abreast of changes in the

marketplace becau the changes can affect

your bottom line.

* Develop an effective Promotional Strategy

- advertising media

- print media (newspaper,

magazine, classified ads,

Yellow Pages advertising,

brochure)

- radio

- television

- networking

- business cards

- tee shirts, hats, buttons, pens

Develop a promotional strategy that us

various media for

promoting your business. Monitor the

different media identifying

tho that most effectively promote your

business. Concentrate on

developing material for the formats that

clearly identifies

your goods or rvices, its location and

price.

Since financial institutions weigh the

soundness of your

marketing plan when deciding whether your

business is a good risk

for their money, it is important that you

prepare and prent

credible market data that shows there is a

need in the community

for your business and that demonstrates your

ability to compete

successfully.

_________________________________________

________________________

SELF-PACED ACTIVITY

During this activity you will:

* Make an outline of the

information a marketing plan

should contain.

MARKETING YOUR BUSINESS FOR SUCCESS - THE

MARKETING PLAN: ITS ADVANTAGES

AND DISADVANTAGES

A well-written, comprehensive marketing

plan is the focal point

of all business ventures becau it

describes how you plan to

attract and retain customers--the most

crucial aspect of a

business. And why are customers so important?

The answer is

simple. They ultimately are the means by

which you will generate

the income needed for daily operations, to

repay debts and to

turn a profit. In esnce, the customers are

your life line and

the marketing plan is the pipeline that

allows you access to them

-- i.e., to fulfill their needs and

expectations.

The marketing plan is esntial to any

successful business. It is

the heart of the business, the basis from

which all other

operational and management plans are derived.

Marketing offers

you a wealth of information that if applied

correctly virtually

can ensure your success.

Therefore, it is important that you, as a

first-time business

owner, develop a comprehensive, effective

marketing plan. If you

need assistance in accomplishing this task,

contact your local

SBA office. Consult the local telephone

directory under "U.S.

Government" for the telephone number and

address of the office

nearest you.

Advantages/Disadvantages of Developing a

Marketing Plan

An effective marketing plan will certainly

boost your sales and

increa your profit margins, which is the

goal of every business

owner. It is a milepost down the road to

success and, as such,

care and time should be put into its

development. You must be

able to convince customers that you have the

best product or

rvice for them at the best possible price.

If you cannot

convince potential customers of this, then

you are wasting your

time and money. This is where the marketing

plan comes into play,

and this is why it is so important.

There are numerous advantages you can

extract from the

marketplace if you know how. And the

marketing plan is an

excellent tool for identifying and

developing strategies for

extracting the advantages.

A few of the advantages are outlined below.

The plan:

* identifies needs and wants of

consumers

* determines demand for product or

rvice

* aids in design of

products/rvices that fulfill

consumers needs

* outlines measures for generating

the cash for daily

operation, to repay debts and to

turn a profit

* identifies competitors and

analyzes your firm's

competitive advantage

* identifies new product/rvice

areas

* identifies new and/or potential

customers

* allows for test to e if

strategies are giving the

desired results.

Some of the disadvantages of the market plan

are:

* identifies weakness in your

business skills

* leads to faulty marketing

decisions bad on

improperly analyzed data

* creates unrealistic financial

projections if

information is interpreted

incorrectly

* identifies weakness in your

overall business plan

The marketing plan offers numerous

advantages; however, as you

can e, there can be drawbacks. Remember,

however, the

advantages outweigh the drawbacks, so ek

professional

assistance when you are developing the

marketing ction of your

business plan. It will be worth the

investment.

_________________________________________

_________________________

SELF-PACED ACTIVITY

During this activity you will:

* Identify and list the advantages

and disadvantages of

developing a marketing plan.

MARKETING YOUR BUSINESS FOR SUCCESS -

OUTLINE FOR A MARKETING PLAN

Elements of a Marketing Plan

I. Description of the Target Market

- age

- x

- profession

- income level

- educational level

- residence

II. Description of Competitors

- market rearch data

- demand for product or rvice

- nearest direct and indirect

competitors

- strengths and weakness of

competitors

- asssment of how competitors

business are doing

- description of the unique

features of your product

or rvice

- similarities and

or rvice and product

dissimilarities between your

competitors

III. Description of Product or Service

- describe your product or

rvice

- emphasize special features,

i.e., the lling points

IV. Marketing Budget

- advertising and promotional

plan

- costs allocated for advertising

and promotions

- advertising and promotional

materials

- list of advertising media to be

ud and an estimate

of cost for each medium

V. Description of Location

- description of the location

- advantages and disadvantages of

location

VI. Pricing Strategy

- pricing techniques and brief

description of the

techniques

- retail costing and pricing

- competitive position

- pricing below competition

- pricing above the competition

- price lining

- multiple pricing (for rvice

business only)

- rvice components

- material costs

- labor costs

- overhead costs

MARKETING YOUR BUSINESS FOR SUCCESS -

DEVELOPING AN EFFECTIVE

MARKETING STRATEGY

An advantage of purchasing a franchi is

that the marketing plan

is provided by the franchisor. While this

saves you the time and

energy it takes putting together a marketing

program, it doesn't,

however, ensure that you will attract

customers to your

franchi. How well your advertiments and

promotions draw

customers will ultimately determine how

effective your marketing

strategy is.

While a reputable franchisor will not ll

you a franchi in a

territory where there is not a market, or

where the market is

declining, it is your responsibility to

cultivate your designated

market. Whether you are independent or a

franchi, one of the

easiest ways to do this is through

advertising and promotions.

Remember the aim of the advertising and

promotional strategy is

to create awareness of your product or

rvice, to arou

customers' needs and expectations to the

point of consumption and

to create a loyal stream of satisfied

customers who continue to

patronize your business.

Effective Advertising and Promotions

Techniques

Perhaps, the first step in developing an

effective advertising

and promotional strategy is to understand

the difference between

the two concepts. Most people think that

advertising and

promotions are one in the same; there is,

however, a distinction

between the two. While both advertising and

promotions u the

different media formats--print, radio and

television--as a way of

conveying a message, promotion encompass

much more. It is the

method of advertising and can entail

community involvement. This

could mean sponsoring a Boy or Girl Scout

troop, allowing non-

profit organizations to u your facility,

such as, letting the

high school drama club u your parking lot

for a car wash fund

rair, nding an underprivileged child to

day camp or

involvement in any type of positive

community activity that will

bring attention to your business.

While advertising is a way of keeping your

business is the

public's eye, promotions are a way of

signaling that you are

concerned and committed to the welfare of the

community and its

residents. This commitment may be one of the

most effective

techniques for building customer loyalty.

People tend to be more

supportive of business and organizations

that give something to

the community rather than tho that just

take from the

community, never giving anything in return.

Now, let's look at how to develop an

effective advertising

program and promotional program for your

business.

The Key to a Successful Advertising and

Promotional Plan

Advertising

Advertising plays an important role in

successful business

ventures. It entails identifying and

lecting the media that

provide the greatest amount of exposure for

your business and

developing effective, yet appropriate

materials for each medium.

It is more than running an ad in a local

newspaper, on a radio or

television station or just simply hanging a

sign outside your

business and waiting for the customers to

purcha your product

or rvice. It requires that you know your

product or rvice --

that is, the lling points -- and that you

develop literature

that can arou the customers' consciousness

levels to the point

that they are curious enough to investigate

it, and then rais

their need or desire levels to the point that

they are willing to

purcha it.

Advertising keeps your product or rvice in

the public's eye by

creating a n of awareness. Yet this

awareness alone will not

ensure the success of your business. Thus,

advertising not only

has to be effective, it also has to be a

continuous process.

When developing an effective advertising

strategy for a

franchi, review the national advertising

materials the

franchisor has developed and determine if

they can be applied

regionally or locally. If they can, lect

the media that will

provide the greatest amount of exposure and

the most effective

means for promoting your franchi. If the

national materials are

inappropriate, you may need to modify or

develop your own

materials. Remember, however, that you may

have to get the

franchisor's approval to u the materials.

As a courtesy,

regardless of the advertising policies in

the franchi

agreement, allow the franchisor to review

the materials.

Once you are satisfied with the advertising

materials, lect the

media that will best market your business.

Since advertising can

be costly, try to u a medium that is cost

effective, yet will

effectively market your business. If this is

not possible, then

be prepared to spend what is necessary to

promote your business

effectively -- the outcome will be worth the

investment.

It may be a good idea to mix the different

media formats that you

u. For example, design a brochure that

describes your product

or rvice, emphasizing its lling points

(special features).

Place copies of the brochure in strategic

locations of your

business to u as customer handouts. Or,

devi a customer

survey. The survey should focus on whether

customers like the

product or rvice, the quality of the

product/rvice, ways to

improve it, the quality of rvice provided

by staff--their

friendliness and courtesy. Place the survey

with a lf-

addresd, stamped envelope near the

check-out counter and ask

customers to mail in or return the survey

when they come back.

Review their comments with staff and

implement tho suggestions

that are practical, cost efficient and can

improve the overall

quality of rvice your business provides.

Other media formats to u are:

* newspaper, radio or television

ads (newspaper

advertising is the least

expensive and television

advertising is the most

You will need probably

expensive of the formats).

professional advice and

assistance when developing ads

for the media

formats.

* business cards.

* classified ads in the local

newspaper.

* direct marketing.

* telemarketing (this format can

be expensive, also).

* Yellow Pages advertising.

* sampling - mailing or

distributing free samples of

your product or a flyer about

your rvice to the

public.

* advertising in community-bad

magazines or

newspapers.

Whatever media format you u, be willing to

invest the money

needed to develop an effective ad campaign.

Promotions

As discusd earlier, promotion entails more

than just lecting

the media format to market your business. It

can, and oftentimes

does, encompass community involvement. This

involvement can range

from sponsoring a Boy or Girl Scout troop to

hosting a charity

ball for nior citizens or allowing

non-profit organizations to

u your facilities.

Your approach to promoting your business

should encompass more

than creating a n of awareness about your

business. It should

include a commitment to community

involvement--the desire to give

something back to the community and its

residents. An excellent

way to foster this type of involvement is to

meet with community

leaders to find out how you can help, and what

events are

forthcoming that could or will require your

assistance. Keep in

mind that community leaders can be an

excellent networking tool,

especially if they feel your involvement is

genuine.

Examples of community programs you can

sponsor or take part in

are:

* sponsor a Boy or Girl Scout troop

for summer camp

* sponsor a underprivileged child

in day camp

* host and sponsor a charity ball

for nior citizens

* sponsor cooperative education

for high school and/or

college students

* volunteer as a tutor for at-risk

(tho likely to drop

out or fail in school) students

* sponsor a fund rair for the

homeless, or day care

tuition assistance for children

of single-parent

houholds

* offer summer employment to local

high school, middle

school and college students

* become active in the local

chapters of the Big Bothers

or Big Sisters organizations.

* volunteer in a local literacy

program.

Other inexpensive ways of promoting your

business that doesn't

encompass community involvement are:

* employee tee shirts, hats,

aprons or jackets with the

name of your business and logo.

* ball point pens with the name,

telephone number and

logo of your business.

* balloons with the name,

telephone number and logo of

your business

* free samples

* a door prize for the 100th or

1,000th customer to

enter your business.

While it is impossible for you to participate

in every event or

program in the community, you should at least

get involved in one

or two activities, even if it's only on a

part-time basis. People

tend to be more supportive of business,

organizations or

individuals who give something to the

community. And, this is the

image you especially want to project in your

promotional

activities.

No plan that anyone provides will show you

how to promote or

adverti your business. The are

techniques that you, yourlf,

will have to develop. Talk it over with your

family and community

leaders, then decide which activities you

can afford to sponsor

and have the time to commit to before

becoming involved.

Involvement in the community doesn't

necessarily have a price tag

attached. Find a project that you can afford,

that you have time

for and is of interest to you.

For ideas on how to develop an effective

advertising and

promotional strategy, e "Marketing Tips,

Tricks & Traps" in

Appendix I. A sample Marketing Plan also is

included to assist

you in developing an effective marketing

strategy for your

business, and Table 1.

"Advertising/Promotional Strategic Mix,"

will help you outline a strategy for

advertising and promoting

your business, while monitoring costs.

_________________________________________

_________________________

SELF-PACED ACTIVITY

During this activity you will:

* List the different advertising

and promotional media

you can u.

* Cite examples of activities you

can u to promote

your business.

MARKETING YOUR BUSINESS FOR SUCCESS -

APPENDIX I - MARKETING

1. THE MARKETING PLAN

2. PRICE/QUALITY MATRIX

3. MARKETING TIPS, TRICKS & TRAPS

4. TABLE I - ADVERTISING/PROMOTIONAL

STRATEGIC MIX

_________________________________________

________________________

THE

ENTREPRENEUR'S

MARKETING

PLAN

This is the marketing plan

I. MARKET ANALYSIS

A. Target Market - Who are the

customers?

1. We will be lling primarily to

(check all that

apply):

Total Percent

of Business

______

of_____________________________________

a. Private ctor _______

b. Wholesalers _______

______

______

______

______

2. We will be targeting customers

by:

a. Product line/rvices.

We will target specific

lines _________________

b. Geographic area? Which areas?

_________________

c. Retailers _______

d. Government _______

e. Other _______

c. Sales? We will target sales

of _________________

d. Industry? Our target

e. Other?

_________________

3. How much will our lected market

spend on our type of

product or rvice this coming

year? $_______________

B. Competition

1. Who are our competitors?

NAME

industry is _________________

_____________________________________

ADDRESS

_____________________________________

_____________________________________

Years in business

___________________

Market share

___________________

Price/Strategy

___________________

Product/Service

Features

___________________

NAME

______________________________________

ADDRESS

______________________________________

______________________________________

Years in business

___________________

Market share

___________________

Price/Strategy

___________________

Product/Service

Features

___________________

2. How competitive is the market?

High

____________________

Medium

____________________

Low

____________________

3. List below your strengths and

weakness compared to

your competition (consider such

areas as location, size

of resources, reputation,

Strengths

Weakness

rvices, personnel, etc.):

1.________________________

1._______________________

2.________________________

2._______________________

3.________________________

3._______________________

4.________________________

4._______________________

C. Environment

1. The following are some important

economic factors that

will affect our product or

rvice (such as country

growth, industry health,

economic trends, taxes,

rising energy prices, etc.):

_________________________________________

_____________

_________________________________________

_____________

_________________________________________

_____________

2. The following are some important

legal factors that

will affect our market:

_________________________________________

____________

_________________________________________

____________

_________________________________________

____________

3. The following are some important

government factors:

_________________________________________

_____________

_________________________________________

_____________

_________________________________________

_____________

4. The following are other

environmental factors that

will affect our market, but over

which we have no

control:

_________________________________________

_____________

_________________________________________

_____________

_________________________________________

_____________

II. PRODUCT OR SERVICE ANALYSIS

A. Description

1. Describe here what the

product/rvice is and what it

does:

_________________________________________

_____________

_________________________________________

_____________

_________________________________________

_____________

B. Comparison

1. What advantages does our

product/rvice have over

tho of the competition

unique patents, features,

etc.)?

_________________________________________

_____________

_________________________________________

_____________

_________________________________________

_____________

(consider such things as

experti, special training,

2. What disadvantages does it have?

_________________________________________

_____________

_________________________________________

_____________

_________________________________________

_____________

C. Some Considerations

1. Where will you get your materials

and supplies?

_________________________________________

_____________

2. List other considerations:

_________________________________________

_____________

_________________________________________

_____________

III. MARKETING STRATEGIES - MARKET MIX

A. Image

1. First, what kind of image do we

want to have (such as

cheap but good, or exclusiveness,

or customer-

oriented, or highest quality, or

convenience, or

speed, or ...)?

_________________________________________

_____________

B. Features

1. List the features we will

emphasize:

a._______________________________________

____________

b._______________________________________

____________

c._______________________________________

____________

C. Pricing

1. We will be using the following

pricing strategy:

a. Markup on cost ____

What % markup? ______

b. Suggested price ____

c. Competitive ____

d. Below competition ____

e. Premium price ____

f. Other ____

2. Are our prices in line with our

image?

YES___ NO___

3. Do our prices cover costs and

leave a margin of

profit?

YES___ NO___

D. Customer Services

1. List the customer rvices we

provide:

a.

_________________________________________

___

b.

_________________________________________

___

c.

_________________________________________

___

2. The are our sales/credit terms:

a.

_________________________________________

____

b.

_________________________________________

____

c.

_________________________________________

____

3. The competition offers the

following rvices:

a.

_________________________________________

_____

b.

_________________________________________

_____

c.

_________________________________________

_____

E. Advertising/Promotion

1. The are the things we wish to

say about the

business:

_________________________________________

_____________

_________________________________________

_____________

_________________________________________

_____________

2. We will u the following

advertising/promotion

sources:

1. Television

________

2. Radio

________

3. Direct mail

________

4. Personal contacts

________

5. Trade associations

________

6. Newspaper

________

7. Magazines

________

8. Yellow Pages

________

9. Billboard

________

10. Other___________

________

3. The following are the reasons why

we consider the media

we have chon to be the most

effective:

_________________________________________

______________

_________________________________________

______________

_________________________________________

______________

MARKETING YOUR BUSINESS FOR SUCCESS -

APPENDIX I - PRICE / QUALITY MATRIX

SALES APPEALS

PRICE/QUALITY HIGH

HIGH "Rolls Royce" "We Try

Harder" "Best Buy"

Strategy

Strategy Strategy

MEDIUM "Out Performs" "Piece of the

Rock" "Smart Shopper"

Strategy

Strategy Strategy

LOW "Feature Packed" "Keeps on

Ticking" "Bargain

Strategy

Strategy Hunter"

Strategy

MEDIUM LOW

MARKETING YOUR BUSINESS FOR SUCCESS -

APPENDIX I - MARKETING TIPS,

TRICKS & TRAPS

1. Marketing Steps

* Classifying Your Customers'

Needs

* Targeting Your Customer(s)

* Examining Your "Niche"

* Identifying Your Competitors

* Asssing and Managing Your

Available Resources

- Financial

- Human

- Material

- Production

_________________________________________

________________________

NOTES AND STRATEGIES FOR

YOUR BUSINESS

_________________________________________

________________________

MARKETING TIPS,

TRICKS & TRAPS

2. Marketing Positioning

* Follower versus Leader

* Quality versus Price

* Innovator versus Adaptor

* Customer versus Product

* International versus Domestic

* Private Sector versus Government

_________________________________________

_______________________

NOTES AND STRATEGIES FOR YOUR

BUSINESS

_________________________________________

________________________

MARKETING TIPS, TRICKS &

TRAPS

3. Sales Strategy

* U Customer-Oriented Selling

Approach - By Constructing

Agreement

* Pha One: Establish

Rapport with Customer - by

agreeing to

discuss what the customer

wants to

achieve.

* Pha Two: Determine

Customer Objective and

Situational

Factors - by agreeing on

what the

customer wants to achieve

and tho

factors in the environment

that will

influence the results.

* Pha Three: Recommend a

Customer Action Plan - by

agreeing that

using your product/

rvice will

indeed achieve what

customer

wants.

* Pha Four: Obtaining

Customer Commitment - By

agreeing that

the customer will

acquire your

product/rvice.

* Emphasize Customer Advantage

Must be Read: When a

competitive advantage can not

be

demonstrated, it will not

translate into

a benefit.

Must be Important

to the Customer: When the

perception of competitive

advantage

varies between supplier and

customer, the

customer wins.

Must be Specific: When a

competitive advantage lacks

specificity,

it translates into mere

puffery and is

ignored.

Must be Promotable: When a

competitive advantage is

proven, it is

esntial that your

customer know

it, lest it not exist

at all.

_________________________________________

________________________

NOTES AND STRATEGIES FOR

YOUR BUSINESS

_________________________________________

________________________

MARKETING TIPS, TRICKS &

TRAPS

4. Benefits vs. Features

* The six "O's" of organizing Customer

Buying Behavior

ORIGINS of purcha: