Lecture Marketing (12/e): Appendix A – Kerin, Hartley, Rudelius

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