市场营销计划书marketingplan模板.docx
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市场营销计划书marketingplan模板.docx
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市场营销计划书marketingplan模板
市场营销计划书(marketing-plan)模板
MARKETINGYOURBUSINESSFORSUCCESS
WORKSHOPINTRODUCTION
MARKETINGYOURBUSINESSFORSUCCESS
WORKBOOK
TrainingModule-3
WorkshopObjectives
Bytheendofthisworkshop,youshouldbeableto:
*Determinethepurposeofthemarketingplan
-Identifystrategiesforconductingmarketresearch
-Identifyadvantagesofmarketresearch
*Determinewhatthemarketingplancontains
-Targetmarket
-Competition
-Product/service
-Marketingbudget
-Location
-Pricingstrategy
-Promotionalstrategy
*List
-advantagesofdevelopingamarketingplan
-disadvantagesofdevelopingamarketingplan
*Prepareamarketingplanoutline
*Developaneffectivemarketingstrategy
-Advertisingstrategy
-Promotionalstrategy
MARKETINGYOURBUSINESSFORSUCCESS-THEMARKETINGPLAN-
UNDERSTANDINGTHEMARKETPLACE
Marketingplaysavitalroleinsuccessfulbusinessventures.How
welltheplanyoudevelopmarketsyourbusiness,alongwiththe
managementandfinancialmanagementplans,willultimately
determineyourdegreeofsuccessorfailure.Thekeyelementsof
asuccessfulmarketingplanareto1)knowyourcustomers--
theirlikes,dislikesandexpectations,and2)toknowyour
competitors--theirstrengthsandweaknesses.Byidentifying
thesefactors,youcandevelopamarketingstrategythatwill
allowyoutoarouseandfulfillcustomersneeds,better
understandcompetitorsandidentifychangesinthemarketplace
thatcanaffectyourbottomline.
Thepurposeofthemarketingplanistodefineyourmarket,i.e.,
identifyyourcustomersandcompetitors,tooutlineastrategy
forattractingandkeepingcustomersandtoidentifyand
anticipatechange.Yourbusinesswillnotsucceedsimplybecause
youwantittosucceed.Ittakescarefulplanningandathorough
understandingofthemarketplacetodevelopastrategythatwill
ensuresuccess.
UnderstandingtheMarketplace
Generally,thefirstandmostimportantstepinunderstandingthe
marketistostudyitthroughmarketresearch.Inthecaseofa
franchise,thefranchisorhasdevelopedamarketingprogram,so
youwillneedtoreviewtheprogramheorshehasprovided.Look
overtheplantodeterminewhatproduct/serviceyouwilloffer
andwriteadescriptionofit.Eventhoughafranchisorhas
describedyourproductorservice,itisagoodideatodevelop
andwriteyourowndescriptionbecausethisprocesshelpsyouto
knowyourproductorservice--akeyvariableinanysuccessful
marketingplan.Whendescribingyourproductorserviceoutline
whatyoufeelareitsuniqueaspects,andexplainhoworwhy
theseaspectswillappealtocustomers.Emphasizethespecial
featuresthatyoufeelareitssellingpoints.Thesefeaturesare
whatyouwillusetoconvincecustomerstopurchaseyourproduct
orservice.
Nextgooversalesprojections,determiningifthereisademand
fortheproductorservice.Inthecaseofafranchise,the
franchisorwillhavedevelopedtheprojections.Studythisdata
toseehowheorshearrivedattheseprojections.Thiswillhelp
youtobetterunderstandhowthemarketplaceoperatesrelativeto
yourproduct/service,anditcanhelpyoudeveloptheskills
necessarytoidentifyandanticipatechangesinthemarketplace.
Startyourownfileonmarketplacetrends.Periodicallyreview
yourdata,lookingforshiftsinthemarket.Ifchangesare
occurring,youshouldmodifythemarketingplantocoincidewith
thesechanges.Infranchiseoperations,itiscustomaryforthe
franchisortoupdatethemarketingplanperiodicallytoreflect
changesinthemarketplaceandtokeepthemarketingprogram
current.
Amarketingplanshouldanswerthesequestions:
*Isthisproductorserviceinconstantdemand?
*Howmanycompetitorsprovidethesameproductorservice?
*Canyoucreateademandforyourserviceorproduct?
*Canyoueffectivelycompleteinprice,qualityand
delivery?
*Ifafranchise,willthefranchisorpricetheproductor
servicetogiveyoutheprojectedprofit?
Reviewyourprogramtoensurethatitanswersthesequestions.If
yourplandoesn'tanswerthequestions,itwillneedtobe
modified,oryouwillneedtodeviseastrategythatwillprovide
ameansforansweringthem.Whenyouaresatisfiedthatyou
understandtheprogram,howthemarketoperatesandhowto
identifymarketshiftsandtrends,startwritingthemarketing
sectionofyourbusinessplan.
Evenifyouadoptamarketingprogramthathasbeendeveloped
elsewhere,itisyourresponsibilitytopromoteyourproductor
servicebycultivatingthemarketplace,i.e.,attractingand
keepingcustomers.Youcanaccomplishthisaimbyknowingyour
market,yourcustomers,yourcompetitorsandyourproduct/
service.Don'trelysolelyontheprogramprovidedbya
franchisororothers,gatherandassessyourowndatausingthe
techniquesoutlinedinyourplan.Bygatheringandanalyzingthis
information,youwillbebetterabletodetermineifyourprogram
isinlinewithyourcompetitors,ifitisinlinewithindustry
averagesandwhatadjustmentsyoucanmaketoimproveyour
overallcompetitiveness.
Asample"MarketingPlan"isattachedaspartofAppendixI.
Studyitcarefully,thentrytodevelopasimilarprogramfor
yourbusinessplan.
MARKETRESEARCH
StrategiesforResearchingtheMarket
Researchingyourmarketisperhapstheeasiestwaytoassessit.
Marketresearchdoesnothavetobecostly,nordoesithaveto
beacomplexprocess.Itcanbeassimpleandaseasyas
surveyingacross-sectionofyourconsumers(focusgroup)toget
theiropinionsabouttheproductorserviceyouwillbeoffering,
orconductingatelephoneormailsurvey.Thedisadvantagesof
usingthetelephoneormailsurveymethodaretheindividualsyou
contactmaynotbeinterestedinrespondingtoasurvey.Other
marketresearchtechniquesincludeanalyzingdemographicdata,
suchaspopulationgrowth/declinerate;agerange,sex,
income/educationallevel;brainstormingwithfamilyandfriends,
focusgroupinterviews.Whatevermethodyouuse,yourfocus
shouldbeongatheringenoughinformationtodeterminewhoyour
potentialcustomersare--theirneeds,wantsandexpectations;if
thereisademandforyourproductorservice;whoyour
competitorsareandhowwelltheyaredoing.
Marketresearchshouldanswerquestionssuchas:
*Whoareyourcustomersandpotentialcustomers?
*Whatkindofpeoplearethey?
*Wheredotheylive?
*Canandwilltheybuytheproductorserviceyou're
offering?
*Areyouofferingthekindsofgoodsorservicestheywant
--atthebestplace,thebesttimeandbestamounts?
*Areyourpricesconsistentwithwhatthebuyersviewasthe
products'values?
*Areyouapplyingthepromotionalprogramsinawaythat
willbringaboutsuccess?
*Whatdocustomersthinkofyourfranchise?
*Whoareyourcompetitors?
*Ifafranchise,howdoesyouroperationcomparewiththe
competition?
Whiletherearesomedisadvantagestomarketresearch--it'sa
costly,time-consumingprocess,buildsinbiasesthatdistort
information,ignoresanswersorletsarroganceorhostilitycut
offcommunicationsatsomepointinthemarketingprocess--the
advantages,however,outweighthedisadvantages.Don'tforego
thisprocessorstophalfwaybecauseyouarenotgettingthe
desiredresults.Thismaybeanindicationthatyouaregoing
intothewrongbusinessorthatthereisn'tamarketforyour
productorservice.Don'tbediscouraged.Yousimplymayneedto
modifyyouroriginalplan.
Afewofthebenefitsofmarketresearchareoutlinedbelow.
*Learningwhoyourcustomersareandwhattheywant.
*Learninghowtoreachyourcustomerandhowfrequentlyyou
shouldtrytocommunicatewiththem.
*Learningwhichappealsaremosteffectiveandwhichones
aren't.
*Learningtherelativesuccessesofdifferentmarketing
strategiesinrelationtotheirreturnoninvestment.
Whilemarketresearchmayappeartobeatedious,time-consuming
process,itisnecessaryifyouwanttobesuccessful.Thinkof
marketresearchassimplyamethodoffindingoutwhatcatches
customers'attentionbyobservingtheiractionsanddrawing
conclusionsfromwhatyouseeandasanorganizedwayoffinding
objectiveanswerstoquestionseverybusinessownerandmanager
mustanswerinordertosucceed.Marketresearchfocusesand
organizesmarketinginformation,ensuringthatitistimelyand
thatitprovideswhatyouneedto:
*reducebusinessrisks,
*spotproblemsandpotentialproblemsinyourcurrent
market,
*identifyandprofitfromsalesopportunities,and
*getbasicfactsaboutyourmarketstohelpyoumakebetter
decisionsandsetupplansofaction.
Ifviewedfromthisstandpoint,marketresearchisaninvaluable
toolthatcansaveyoutime,effortandmoney.
_________________________________________________________________
SELF-PACEDACTIVITY
Duringthisactivityyouwillanswerthefollowingquestions:
*Doyouhaveamarketingplan?
Yes___No___
*Ifyes,whichelementsdescribedinpages1-5didyouNOT
include?
*Haveyouconductedanymarketingresearch?
*Ifyes,howandwhatmethodsdidyouuse?
*Ifno,why?
MARKETINGYOURBUSINESSFORSUCCESS-WHATDOESAMARKETINGPLANCONTAIN?
Manyfirst-timebusinessownersthinkthatbysimplyplacingan
adinalocalnewspaperoracommercialonaradioora
televisionstation,customerswillautomaticallyflockto
purchasetheirproductorservice.Thisistruetoacertain
extent.Somepeoplearelikelytolearnaboutyourproductor
serviceandtryit,justoutofcuriosity.Buthundreds,even
thousands,ofotherpotentialcustomersmayneverlearnofyour
business.Ju
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