Construct SMART marketing plan or goals for the service/product your team picked (Proton Beam Radiation Therapy)

Corporate Planning Document

Goals

Goals are specific, measurable performance targets and deadlines that help provide overall direction for an organization. An organization can state, as many goals that they feel would be reasonable to obtain within a certain period of time.   When developing goals remember:

the SMART Formula

sensible, measurable, achievable, realistic, time specific

Goals answer the question: Where does the organization want to go?

Service Example:  To increase the pediatric market share in DuPage County by 5% by June 200X.

Product Example:  To increase Chicagoland market share on Fulmer Fudge by 15% by December 200X.

Strategies

Means by which a goal is to be achieved.

Strategies answer the question: What activities need to be employed to achieve our goal?

Service Example:                      To increase the number of sales calls in DuPage County made each month from 20 to 30 calls.

Product Example:    Make fudge attractive to retailers to stock and sell

Tactics

The detailed day-to-day actions that must be taken right away to execute strategies.

Tactics answer the question: What specific, immediate actions are required to implement the identified strategies?

Service Example:                     · Obtain a list of pediatric physicians from hospitals, clinics, telephone books, mail houses for the DuPage County area

· Obtain internal pediatric physician referral list for comparison

Product Example:                   · Offer incentives to stock the product

                                                · Participate in cooperative advertising

                                                · Set-up sample booths inside retail stores