15 page business plan
srandace0827
bus_103_dis_week_10.pptxDiscussion Week 10
BUS 103 Marketing and Distribution Management
Announcements
Due this Friday:
iEvals (printed screenshot)
Marketing Handbook
CPK refelection
Marketing Plan Requirements
10-12 point font, business block
15-20 page, double-spaced, typed document
Late submission is NOT accepted
Include Table of Contents
Submitted through Safe Assign
Marketing Plan Structure
Executive Summary
Financial Overview
Current Market Situation
Market Description
Product Review
Table A2.1 (Segment Needs and Corresponding Features/Benefits)
Competitive Review
Table A2.2 (Sample of Competitive Products)
Channels and Logistics Review
Strengths, Weaknesses, Opportunities, and Threat Analysis
Table A2.3 (SWOT Table)
Strengths
Weaknesses
Opportunities
Threats
Objectives and Issues
First Year Objectives
Second Year Objectives
Issues
Marketing Strategy
Product
Price
Place
Promotion
Position
Marketing Research
Action Programs
Budgets
Controls
Works Cited
I.) Executive Summary
What product your company is offering
How your product is positioned in the marketplace
Who your customers are
Marketing objectives
Overview of what the Marketing Plan will cover
II.) Financial Overview
Explanation of company’s current financial position
What are the reasons, causes for their current financial state
Includes Five Year Table with description of trends
Databases/Annual Reports
III.) Current Market Situation
a.) Market Description
b.) Product Review
i. Table A2.1 (Segment Needs and Corresponding Features/Benefits)
c.) Competitive Review
i. Table A2.2 (Sample of Competitive Products)
d.) Channels and Logistics Review
IV.) SWOT Analysis
a.) Strengths
Characteristics of the product that give it an advantage over others
b.) Weaknesses
Characteristics that place the product at a disadvantage relative to others
c.) Opportunities
Elements that the product could exploit to its advantage
d.) Threats
Elements in the environment that could cause trouble for the product
SWOT Table
Positive Negative
| Strengths - - - | Weaknesses - - - |
| Opportunities - - - | Threats - - - |
Internal
External
Table A2.3 (SWOT Table)
IV.) SWOT Analysis
The SWOT analysis should be about the product, not the company.
The goal of SWOT for this marketing plan is to help the company adjust it’s overall strategies for better product placement.
V.) Objectives and Issues
a.) First Year Objectives
b.) Second Year Objectives
c.) Issues
VI.) Marketing Strategy
a.) Product
b.) Price
c.) Place
d.) Promotion
e.) Position
f.) Marketing Research
5Ps/5Cs
VI.) Marketing Strategy
a.) Product
A product strategy identifies, in broad terms, how you plan to sell your products to your marketplace.
VI.) Marketing Strategy
b.) Price
Value Based
Cost Based
Competition Based
Market Skimming
Market Penetrating
VI.) Marketing Strategy
c.) Place (distribution)
How a product or service is made available for use or consumption by a consumer or business user
- Using direct or indirect means
Build on “Channels & Logistics Review”
Expand it to a more comprehensive distribution strategy
VI.) Marketing Strategy
d.) Promotion
Marketing communications mix consists of the specific blend of:
Advertising
Sales promotion
Personal selling
Public relations
Direct marketing
VI.) Marketing Strategy
e.) Position
Positioning Statement:
To (target segment and need) our (brand) is (concept) that (point of difference).
VI.) Marketing Strategy
f.) Marketing Research
How you will measure customer satisfaction
Marketing research is systematic design, collection analysis, and reporting of data/ findings relevant to a specific marketing situation facing the company.
f.) Marketing Research
5 Basic marketing research methods:
Surveys
Focus groups
Personal interviews
Observation
Field Trials
VII.) Action Programs
Design a short-term (6 months) action plan to achieve the stated objectives.
For example:
Time one (January)…
Time two (February)…
Time three (March)…
Time four (April)…
Time five (May)…
Time six (June)…
VIII.) Budgets
How much are you going to spend on each marketing activity?
How many units do you have to sell in order to break even or earn a profit?
(Use break-even analysis)
VII.) Budgets
Break-even volume (BEV):
The number of units sold which enables the company to cover its fixed costs (i.e., it is the number of units sold at which unit revenue equals total cost)
Revenue – VC – FC = Zero (P – VC)*Q – FC = 0 (P – VC)*Q = FC
IX.) Controls
What are you going to control?
Product quality
Brand image
Brand awareness
Operational effectiveness
Customer satisfaction
…etc.
How to control it?
X.) Works Cited
10 minimum, quality references are required (APA format)
Alphabetical by Author’s Last Name
https://owl.english.purdue.edu/owl/resource/560/01 /
Can include an Appendix if necessary
Attendances
“To be a great champion you must believe you are the best. If you’re not, pretend you are.”
