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Marketing Plan: ________. <Business Unit/Line> <Company> <2014+>. Business Definition and History. Business Objectives. BHAG (‘ Big Hairy Audacious Goal’ ) for product line Commercial goals for next 3 years Commercial target for next year. Part 1 Present Situation Analysis.

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Presentation Transcript
marketing plan

Marketing Plan: ________

<Business Unit/Line>

<Company>

<2014+>

business objectives
Business Objectives
  • BHAG (‘Big Hairy Audacious Goal’) for product line
  • Commercial goals for next 3 years
  • Commercial target for next year
way to market architecture
Way-to-Market Architecture

Company

Nature of

relationship, support & reputation

Sales per

(sub)channel (%)

  • Direct Channels
  • e.g.,
  • Face-to-Face
  • Internet
  • Indirect Channels
  • e.g.:
  • Distributors & Resellers
  • Suppliers
  • OEMs and Convertors
  • Influencers
  • , e.g.,
  • Advisers
  • Regulatory institutions
  • Media

Sales per

segment (%)

Influence

End-CustomerSegments

Segment 1

Segment 2

Segment 3

Segment 4

contemporary situation
Contemporary Situation

€ (000)

Market Segments

Products

<S1>

<S2>

<S3>

<S4>

<S5>

<...>

Total

(€)

Product

Mix %

Market

Size (€)

<company>

Market

Share (%)

<P1>

<P2>

<P3>

<P4>

<P5>

<P6>

<....>

Total (€)

2011 :

2012 :

2013 :

2014 : (plan)

2015 : (est.)

100 %

Market Mix %

Segment Size (€)

Total Sales (000 €) :

<company>

Mkt. Share %

our customer value proposition
Comp. Advantage

_________________

_________________

_________________

_________________

_________________

Explanation

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

OurCustomerValueProposition
basic requirements
Basic Requirement

_________________

_________________

_________________

_________________

_________________

Explanation

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

Basic Requirements
present business model
Present Business Model

Resource 2

Resource 4

Resource 1

Competitive

Advantage 1

Competitive

Advantage 2

Resource 5

Resource 12

Resource 11

Resource 10

Resource 6

Competitive

Advantage 4

Competitive

Advantage 3

Resource 8

Resource 7

competitive analysis
Competitive Analysis
  • Industry Competitors:
  • Substitutes:
  • New Entrants:
  • Suppliers:
  • Buyers:
market analysis the step issues
Market Analysis:The STEP-Issues
  • Social Context:
  • Techological Context:
  • Economic Context:
  • Political Context:
opportunities threats
Opportunities

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

Threats

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

Opportunities & Threats
key weaknesses
Weakness

__________________

__________________

__________________

__________________

__________________

Key Weaknesses

Explanation

  • ______________________________
  • ______________________________
  • ______________________________
  • ______________________________
  • ______________________________
  • ______________________________
  • ______________________________
  • ______________________________
  • ______________________________
  • ______________________________
summary present situation
Summary Present Situation

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

market excellence for the future product targeting
Where to Compete?

Product lines

______________________

______________________

______________________

______________________

______________________

Why?

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

Market Excellence for the Future: Product Targeting
market excellence for the future market targeting
Where to Compete?

MarketSegments

______________________

______________________

______________________

______________________

______________________

Why?

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

Market Excellence for the Future: Market Targeting
our intended future customer value proposition
How to Compete?

Competitive Advantages

______________________

______________________

______________________

______________________

______________________

Why?

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

__________________________

Our Intended Future:Customer Value Proposition
future business model
Future Business Model

Resource 2

Resource 4

Resource 1

Competitive

Advantage 1

Competitive

Advantage 2

Resource 5

Resource 12

Resource 11

Resource 10

Resource 6

Competitive

Advantage 4

Competitive

Advantage 3

Resource 8

Resource 7

business roadmap competence building
Business Roadmap: Competence Building
  • Projects
  • ____________
  • ____________
  • ____________
  • ____________
  • ____________

2014

________

________

________

________

________

2015

________

________

________

________

________

2016

_______

_______

_______

_______

_______

Responsible

_______

_______

_______

_______

_______

marketing and sales calendar 2014
Marketing and Sales Calendar2014

Revenue

Cost

Responsible/

Accountable

Actions

Timing

D

A

A

S

J

M

O

F

J

N

M

J

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

Total

marketing score card 2014 innovation
Marketing Score Card 2014 :Innovation

New Products

Marketing Actions

Targets

New Channels

Marketing Actions

Targets

New Segments

Marketing Actions

Targets

New Leads

Marketing Actions

Targets

marketing score card 2014 marketing mix productivity
Marketing Score Card 2014 :Marketing Mix Productivity

Sales Person Productivity

Focus (customers, channels, products)

Targets

<person>

<person>

<person>

<person>

<person>

Trade Fair

Focus (customers, channels, products)

Targets

<trade fair>

<trade fair>

<trade fair>

marketing score card 2014 customer response
Marketing Score Card 2014 :Customer Response

Initiatives

Targets

Customer Satisfaction

Customer Complaints

% Lost Customers

Brand Valuation

marketing score card 2014 financial results
Marketing Score Card 2014 :Financial Results
  • 2012
  • ____
  • ____
  • ____
  • ____
  • ____
  • ____
  • 2013
  • ____
  • ____
  • ____
  • ____
  • ____
  • ____
  • 2014
  • ____
  • ____
  • ____
  • ____
  • ____
  • ____
  • D %
  • ____
  • ____
  • ____
  • ____
  • ____
  • ____
  • Product Line
  • ____________
  • ____________
  • ____________
  • ____________
  • ____________
  • ____________
  • Price %
  • ____
  • ____
  • ____
  • ____
  • ____
  • ____
  • Vol %
  • ____
  • ____
  • ____
  • ____
  • ____
  • ____
  • CGM
  • ____
  • ____
  • ____
  • ____
  • ____
  • ____
conclusions
Conclusions

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

___________________________________________________

annexes
Annexes
  • E.g. Organization chart, details of product and market data, etc.