Marketing plan series part 4

A common form of marketing plans
The composition of the marketing plan usually consists of:
1. General review of business performance (executive summary)
The review generally consists of:
- Data on annual sales revenue, for example ranging from 5 years ago to the present and projected next 5 years, broken down by product, unit price, the percentage increase and decline.
- Comments on the increase and decrease in sales in general.
2. Market Analysis
In this section discusses:
- General market analysis.
analysis of competitors’ sales.
own market share analysis and competitor.
analysis on market changes and their effects.
- Discussion of new products entering the market.
special reviews of new product sales
review of long products
analysis of strengths and weaknesses of each product
customer comments and distributors
3. The main problems and opportunities
- The main problems that exist and are expected to exist.
- Opportunities available now and expected.
4. Important issues
5. Determination of business objectives
- Strategic business objectives
- Operational business objectives
6. Determination of the main marketing strategy
- The target customer
- Target competitors
- The core strategy of marketing
7. The establishment of an integrated marketing and scheduling policies
-Promotion policies, pricing policies, advertising policies, the policy of product packaging, product development policy, human resource policy, distribution policy, policy research, policy experiments specific product.
8. Alternative plan
9. Evaluation techniques