市场营销计划书marketing plan模板.docx

市场营销计划书marketing plan模板.docx

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市场营销计划书marketingplan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:

*DoyouhaveamarketingplanYes___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.Justthinkofthemoneyyou'lllose,simplybecauseyou

didn'tdevelopanadequatemarketingprogram!

Marketingisanessentialpartofbusinessoperations.And,it

oftentimesdetermineshowsuccessfulyourbusinesswillbe.What

youasapotentialbusinessownermustdoismaintainathorough

understandingofthemarketingprogram,anduseittoextract

advantagesfromthemarketplace.Gooverthestrategiesand

techniquesuntilyouunderstandhowtoapplythemtogetthe

resultsyoudesire.Remember,youraimisnotonlytoattractand

keepasteadygroupofloyalcustomers,butalsotoexpandyour

customerbasebyidentifyingandattracting,newcustomersandto

reducerisksbyanticipatingmarketshiftsthatcanaffectyour

bottomline.

Tohelpyouaccomplishthisaim,yourmarketingplanshould

includestrategiestypicalofanymarketingplan.Theplanshould

especiallyincludewhatmarketeersdubasthe4P'sofMarketing

（PRODUCT/SERVICE,PRICE,PLACEANDPROMOTION）.Reviewyourplan.

Makecertainitcontainsthestrategieslistedbelow,then

determinehowthesestrategiesareapplied.Includeabrief

explanationforeachstrategy.

*Describethetargetmarketby

-age

-sex

-profession/career

-incomelevel

-educationallevel

-residence

Identifyanddescribeyourcustomers（targetmarket）bytheir

age,sex,income/educationallevels,profession/careerand

residence.Knowyourcustomersbetterthanyouknowanyone--their

likes,dislikes,expectations.Sinceyouwillhavelimited

resourcestargetonlythosecustomerswhoaremorelikelyto

purchaseyourproductorservice.Asyourfranchisegrowsand

yourcustomerbaseexpands,then,youmayneedtoconsider

modifyi