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1、Four short words sum up what has lifted most successful individuals above the crowd: a little bit more.-author-date营销计划书(英文范本)Marketing Plan Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treaties. IT IS ILLEGAL
2、AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW. Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyri
3、ght laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.YOUR
4、 COMPANY NAMEMARKETING PLANPrepared for:SPECIFYPrepared by:YOUR NAMEYOUR TITLEDATE Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SA
5、LE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW. Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treaties. IT
6、 IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW.Table of ContentsStatement of Confidentiality & Non-Disclosure
7、3EXECUTIVE SUMMARY41. SITUATION ANALYSIS51.1 Industry Analysis51.2 Sales Analysis61.3 Competitive Analysis71.4 Customer Analysis91.5 SWOT Analysis91.6 Analysis of Marketing Activities (if applicable)102. OBJECTIVES122.1 Corporate Objectives122.2 Marketing Objectives123. MARKETING STRATEGY133.1 Marke
8、t Segmentation Strategy133.2 Targeting Strategy133.3 Product Life Cycle143.4 Potential Strategies143.5 Core Strategy154. MARKETING PROGRAMS174.1 Marketing Mix174.2 Loyalty Programs204.3 Customer Service & Support204.4 Market Research204.5 Personal Selling204.6 Trust and Credibility204.7 Trade Promot
9、ions205. IMPLEMENTATION PLAN215.1 Product Design and Development215.2 Marketing & Sales215.3 Distributors255.4 Resource Requirements255.5 Scheduling256. PERFORMANCE EVALUATION AND MONITORING276.1 Monitoring Ad Campaigns276.2 Sales Analysis296.3 Profit and Loss Statements316.4 Meeting Schedule316.5 C
10、ustomer Profiling316.6 Salesforce Evaluation327. FINANCIAL INFORMATION347.1 Financial Capsule347.2 Financial Assumptions347.3 Budget347.4 Sales Projections (5 years)368. CONTINGENCY PLANS388.1 Symptoms of Failure388.2 Alternative Strategies38APPENDICES39STATEMENT OF CONFIDENTIALITY & NON-DISCLOSURET
11、his document contains proprietary and confidential information. All data submitted to RECEIVING PARTY is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with YOUR COMPANY NAME. The recipient of this document
12、 agrees to inform its present and future employees and partners who view or have access to the documents content of its confidential nature.The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such mat
13、ters are generally known to, and are available for use by, the public. The recipient also agrees not duplicate or distribute or permit others to duplicate or distribute any material contained herein without YOUR COMPANY NAMEs express written consent.YOUR COMPANY NAME retains all title, ownership and
14、 intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia.BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT.EXECUTIVE SUMMARYThe Executive Summary is
15、a synopsis of the entire marketing plan. Since some investors only read this section to determine whether they should spend more time evaluating your plan (and company), it should highlight the main elements of your plan and business strategy, and create a desire to read the rest of the document. Br
16、iefly summarize the following: Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY O
17、THER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW. Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, P
18、UBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW. Current Situation, Company Mission & Objectives Product/Service Description Marketing Objectives Major Marketing
19、Programs & Strategy Expected Marketing and/or Financial Results Keys to SuccessThe subjects above should contain the answers to the following questions: Who? (who is your company? who is target customer?) What? (what is the product or service offered?) Where? (where is your market located? where wil
20、l you be implementing your marketing activities?) When? (when will your plan be implemented? when do you expect the results?) How much? (how much profit, sales, ROI to you expect?)1.SITUATION ANALYSIS1.1Industry Analysis1.1.1Market Characteristics- Market size (in dollars and/or production units) an
21、d growth rate (annual rate in percentage) by geographical region or sales territory- Market potential, industry/expert forecasts- History of market (how it has evolved), market stage (e.g. new market, mature market, etc.)- Industry structure- Level of competition, dominant players, presence of congl
22、omerates, noticeable past failures, noticeable new entries- Trends in supply and demand 1.1.2Trends and Drivers- Major industry trends, fashion and fads- Major drivers of change- Changes in use of product- New categories of product usersBased on demographics such as age, gender, income, education, o
23、ccupation, etc. Based on psychographics such as benefits desired, habits, values, attitudes, lifestyle, behavior, opinions, etc.- Demand cycles, seasonality effect (summer vs. winter), special occasions, and worldwide events1.1.3Legal, Political & Economical Factors- Present and future laws and poli
24、cies affecting your business and market- Presence of government agencies and regulating bodies- Corporate tax shelters- Government spending- Effects of taxation, inflation, monetary policies (e.g. interest rates), exchange rates- International trade developments (e.g. FTAA, EU, etc.)- Political clim
25、ate (e.g. stable, war setting, etc.) and stability of government1.1.4Sociocultural Factors- Lifestyle and sociocultural changes- Environmental concerns- Changes in use of disposable income- Living conditions (amenities, utilities, pollution)- Level of social mobility (movement of individuals from on
26、e societal class to another)- Degree of rural migration (movement of population from rural areas to cities) and urban sprawl (spreading of the population and development into rural areas)1.1.5Technological Factors- Breakthrough technologies or processes, technologies under development- Rate of techn
27、ological innovation- Relative cost of technology, research and development- Industry dependence on technological factors, impact of technological innovation- Energy use Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United States & Canada and by internationa
28、l treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.1.2Sales Analysis Copyright Biztree Inc. 2010. All rights rese
29、rved. Protected by the copyright laws of the United States and Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL
30、 AUTOMATICALLY BE SUED IN A COURT OF LAW.- Economic growth and profitability of industry vs. your growth and profitability- Evolution of sales, market share, variable costs (labor, raw materials, energy, etc.)- Evolution of marketing expenditures and profit margins of your company product(s) over la
31、st 5 years compared to industry figures By product family or by product SKU (each model, version, format, etc.)By sales territory or by any other unit pertinent to your company- Summarize the elements above in table format (calculation formulas provided in parenthesis):Product AYear -5Year -4Year-3Y
32、ear-2Year -1AIndustry SalesBCompany SalesCMarket ShareDAverage Selling Price EVariable Costs (per unit)FGross Margin per unit (D - E)GNumber of Units Sold(A x C)HGross Revenue(D x G)ITotal Gross Margin(F x G)JMarketing ExpensesKOther ExpensesLNet Profits(I J K)TABLE 1. Product A Sales History- Distr
33、ibution trends and developments- Types of distribution channels used in market and breakdown of sales generated through each channel Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICT
34、LY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW. Copyright Biztree Inc. 2010. All rights reserved. Protected by the copyright laws of the United S
35、tates and Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT OF LAW.Breakdown fo
36、r industryBreakdown for your company- Distribution costs through different channels1.3Competitive Analysis1.3.1Competitive landscape- Indicate level of competition in industry (e.g. fierce, moderate) and number of competitors- Indicate volatility of competition in industry: number of yearly new play
37、ers and failures- Describe type(s) of competition affecting your business (product/service competition, competition at the level of corporate/marketing strategy or business model, or competition based on specific attributes such as price, quality, features, etc.)- Identify the industrys competitive
38、barriers to overcome and state how your company has dealt or will deal with them- Identify potential sources of competitive advantage1.3.2Key Players- Identify main sources of competition (direct competitors, indirect competitors, substitutes, potential entrants, related products) and evaluate relat
39、ive intensity of competition arising from each source - Identify major competitors and lesser competitors and list them in categories based on source type (refer to above item) and/or based on their threat level- Identify the factors that give power to competitors (e.g. marketing strategy, superior
40、product, established company, strong financial backing, expertise, relationship with key industry members, etc.). Identify the strategies and/or market conditions that have allowed competitors to achieve good results and, if applicable, what has caused them to fail1.3.3Key Players vs. Your Company-
41、Select your main competitors and compare them to your company. Evaluate the performance of their marketing activities and identify the intensity and type of threat they pose, main strategies, recent initiatives and offensive tactics (directed towards your company). Briefly analyze the following elem
42、ents and compare them to your company: Product/service offering (characteristics, features, benefits)Size (in terms of sales, market share, infrastructure and customer base)ObjectivesStrengths and weaknessesBrand equity: customer loyalty, brand image, brand awareness, brand recognition and brand rep
43、utationPast, present and future strategies Marketing strategies (positioning, branding, advertising, media expenditures)Probable actions in response to market changes and to your companyEfficiencies in cost structure (e.g. economies of scale or scope, streamlined processes, JIT, etc.)Degree of verti
44、cal integrationHistory of innovationsStrength of managementStrength of distribution Financial resources- Summarize key competitor information in the following table:Direct CompetitorsMarketShareProductorService DescriptionProductor Service FeaturesStrengthsWeaknessesMarketing StrategyAggressiveness (High, Low, Medium)Threat Level(High, Low, Medium)Competitor 1Competitor 2Indirect CompetitorsCompetitor 3Competitor 4SubstitutesCompetitor 5Competitor 6Potential EntrantsCompetitor 7Competitor 8Related productsCompetitor 9Competitor 10TABLE 2. Main Competitors1.3.4Competitive Advantage