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Appendix A: Building an effective marketing plan. This topic will describe: Marketing plans and business plans: meanings, purposes, and audiences; marketing plan outline: situational analysis, market-product focus, marketing program;....
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education MARKETING PLANS AND BUSINESS PLANS AppA2 MARKETING PLANS AND BUSINESS PLANS MEANINGS, PURPOSES, AND AUDIENCES “New Ideas are a Dime a Dozen” Target Audience and Purpose Kind and Complexity of the Organization Industry Business Plan AppA3 FIGURE A-1 Elements in typical marketing and business plans targeted at different audiences AppA4 MARKETING PLANS AND BUSINESS PLANS QUESTIONS ASKED BY OUTSIDE AUDIENCES Is the Marketing/Business Idea Valid? Is the Idea Distinctive? Is There a Market for the Offering? Are the Financial Projections Realistic? Are the Key Personnel Capable? Will Investors Get Their Money Back? AppA5 MARKETING PLANS AND BUSINESS PLANS WRITING STYLE SUGGESTIONS Use a Direct, Professional Style Be Positive and Specific; Avoid Superlatives Use Numbers for Impact Use Bullet Points AppA6 MARKETING PLANS AND BUSINESS PLANS WRITING STYLE SUGGESTIONS Use A-Level and B-Level Headings Use Visuals—Photos, Illustrations, Graphs, and Charts Develop a Plan that is 15-20 Pages Use Care in Layout, Design, and Presentation AppA7 MARKETING PLAN OUTLINE Table of Contents Executive Summary Company Description Strategic Focus and Plan • Mission • Goals • Core Competency and Competitive Advantage Financial Non Financial AppA8 MARKETING PLAN OUTLINE Situational Analysis • SWOT Analysis • Industry Analysis • Competitor Analysis • Company Analysis • Customer Analysis AppA9 MARKETING PLAN OUTLINE Market-Product Focus • Marketing and Product Objectives • Target Markets • Points of Difference • Positioning AppA10 MARKETING PLAN OUTLINE Marketing Program • Product Strategy • Price Strategy • Promotion Strategy • Place (Distribution) Strategy AppA11 MARKETING PLAN OUTLINE Financial Data and Projections • Past Sales Revenues • Five-Year Projections AppA12 MARKETING PLAN OUTLINE Organization Implementation Plan Evaluation Appendix A: Key Personnel Biographies Appendix B: Detailed Financial Projections AppA13 Business Plan A business plan is a road map for the entire organization for a specified future period of time, such as one year or five years AppA14 ... Competency and Competitive Advantage Financial Non Financial AppA8 MARKETING PLAN OUTLINE Situational Analysis • SWOT Analysis • Industry Analysis • Competitor Analysis • Company Analysis... Projections AppA12 MARKETING PLAN OUTLINE Organization Implementation Plan Evaluation Appendix A: Key Personnel Biographies Appendix B: Detailed Financial Projections AppA13 Business Plan A. . .MARKETING PLANS AND BUSINESS PLANS AppA2 MARKETING PLANS AND BUSINESS PLANS MEANINGS, PURPOSES, AND AUDIENCES “New Ideas are a Dime a Dozen” Target Audience and Purpose Kind and Complexity