Submitted by: Submitted by LauraFirst
Views: 288
Words: 259
Pages: 2
Category: Business and Industry
Date Submitted: 11/03/2012 05:00 PM
Structure of the marketing plan Year 1, Term 4
Introduction
• Why and idea
• Who is doing what?
• The aim
• Motto?
• Reason for development (shocking statement and problem definition)
• How does it work?
• Sentence about what will follow ( current equine market and marketing strategy to introduce the market)
Marketing Audit (Current marketing situation)
o Marketing environment (use PEST/5-forces) O & Ts!!!!!!!!!!
o Market description (describe market, market size, market segment ,customers)
o consumer
o (Product Review (sales, prices, margins, product line)
o Competition (big competitors, their strategies, marketing mix, market share)
o Distribution (sales trends and developments in the channel)
Internal audit
Strength & Weaknesses
+ combine
S with Opportunities, W with Threats
Marketing Objectives
• What are the objectives/goals that the company would like to obtain (SMART)
Marketing issue (Problem)
Marketing strategy description of goal and objective
o Target market (geographic, demographic and physiographic (social))
o Positioning strategy (differentiating strategy) ( what makes us different? summarize product, what to do to stay ahead of competitors
o Product strategy (short description + objective) for who needs product name and key benefits, main competitors
o Pricing strategy (short description + objective) what price
o Promotion strategy (short description + objective) how to reach customers
o Place strategy (short description + objective) channel
Marketing mix (programmes)
o Product (product decisions, variety, quality, design, features, brand name, packaging, service)
o Place (which channels, tasks, responsibilities, location)
o Price ( price objectives, price strategy, discounts, pricing system)
o Promotion (advertisement, sales promotion...