營(yíng)銷(xiāo)計(jì)劃書(shū)英文范本

1、 © 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, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PROD

2、UCT 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 copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE,

3、 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 COMPANY NAMEMARKETING PLANPrepared for:SPECIFYPrepared by:YOUR NAMEYOUR TITLEDATE © Copyright Biztree Inc. 2010. All

4、 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 OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL

5、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, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE

6、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-Disclosure3EXECUTIVE SUMMARY41. SITUATION ANALYSIS51.1 Industry Analysis51.2 Sales Analysis61.3 Competitive An

7、alysis71.4 Customer Analysis91.5 SWOT Analysis91.6 Analysis of Marketing Activities (if applicable)102. OBJECTIVES122.1 Corporate Objectives122.2 Marketing Objectives123. MARKETING STRATEGY133.1 Market Segmentation Strategy133.2 Targeting Strategy133.3 Product Life Cycle143.4 Potential Strategies143

8、.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 Promotions205. IMPLEMENTATION PLAN215.1 Product Design and Development215.2 Marketing & Sales215.3

9、 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 Customer Profiling316.6 Salesforce Evaluation327. FINANCIAL INFORMATION347.1 Financial Capsul

10、e347.2 Financial Assumptions347.3 Budget347.4 Sales Projections (5 years)368. CONTINGENCY PLANS388.1 Symptoms of Failure388.2 Alternative Strategies38APPENDICES39STATEMENT OF CONFIDENTIALITY & NON-DISCLOSUREThis document contains proprietary and confidential information. All data submitted to RE

11、CEIVING 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 agrees to inform its present and future employees and partners who view or have access

12、to the document's 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 matters are generally known to, and are available for use by, the public. The recipien

13、t also agrees not duplicate or distribute or permit others to duplicate or distribute any material contained herein without YOUR COMPANY NAME's express written consent.YOUR COMPANY NAME retains all title, ownership and intellectual property rights to the material and trademarks contained herein,

14、 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 a synopsis of the entire marketing plan. Since some investors only read this s

15、ection 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. Briefly summarize the following: © Copyright Biztree Inc. 2010. All rights

16、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 OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDER

17、S 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, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCL

18、OSE 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 Programs & Strategy§ Ex

19、pected 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

20、will 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 produ

21、ction units) and 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, pr

22、esence of conglomerates, 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, incom

23、e, education, occupation, 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 f

24、uture laws and policies 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, et

25、c.)- Political climate (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

26、individuals from one 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 develop

27、ment- Rate of technological 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 &a

28、mp; 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.1.2Sales Analysis © Copyrig

29、ht 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, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY, THIS PRODUCT IN HARD COP

30、Y OR DIGITAL FORM. ALL OFFENDERS WILL 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 margi

31、ns of your company product(s) over last 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 parent

32、hesis):Product AYear -5Year -4Year-3Year-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)TA

33、BLE 1. Product A Sales History- Distribution 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

34、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. © Copyright Biztree Inc. 2010. All rights re

35、served. 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 WI

36、LL AUTOMATICALLY BE SUED IN A COURT OF LAW.Breakdown for 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 volatilit

37、y of competition in industry: number of yearly new players 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, qualit

38、y, features, etc.)- Identify the industrys competitive 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, p

39、otential entrants, related products) and evaluate relative 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 p

40、ower to competitors (e.g. marketing strategy, superior 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

41、 caused them to fail1.3.3Key Players vs. Your Company- 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 to

42、wards your company). Briefly analyze the following elements 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

43、image, brand awareness, brand recognition and brand reputationPast, 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

44、scope, streamlined processes, JIT, etc.)Degree of vertical integrationHistory of innovationsStrength of managementStrength of distribution Financial resources- Summarize key competitor information in the following table:Direct CompetitorsMarketShareProductorService DescriptionProductor Service Featu

45、resStrengthsWeaknessesMarketing StrategyAggressiveness (High, Low, Medium)Threat Level(High, Low, Medium)Competitor 1Competitor 2Indirect CompetitorsCompetitor 3Competitor 4SubstitutesCompetitor 5Competitor 6Potential EntrantsCompetitor 7Competitor 8Related productsCompetitor 9Competitor 10TABLE 2.

46、Main Competitors1.3.4Competitive Advantage- Describe your competitive capabilities, resources and competitive advantage(s)- Compare your core competencies in relation to that of competitors1.3.5Strategic Group Map - Construct a strategic group map of competitors in your industry (see Figure 1 below)

47、:1. Identify the main characteristics that differentiate firms in the industry (e.g. price/quality, product assortment, number of segments served, geographic coverage, degree of vertical integration, number of distribution channels, customer service orientation, etc.).2. Draw a 2-axis map with 1 dif

48、ferentiating characteristic per axis.3. Plot the competitors on the map.4. Group competitors that fall in the same region by encircling them. The size of the circle should be proportionate to the groups total market share. OREncircle individual competitors. The size of the circle should be proportio

49、nate to that companys relative market share.HIGHCompany A Company B Company C Price/QualityCompany FCompany GCompany HCompany DCompany ECompanyILowManyFewMarket segments servedFIGURE 1. Strategic Group Map1.4Customer Analysis1.4.1Segmentation Dimensions- List the most pertinent segmentation dimensio

50、ns for your market (e.g. demographics, behaviors, geographic regions, purchase habits, resistance to change, adopter categories innovators, early adopters, early majority, late majority, laggards, familiarity with or access to technology, etc.) 1.4.2Target Market- Briefly identify your target market

51、(s) (see Section 3.2.1 for profile of target market)1.4.3Forecasted Changes- Identify expected changes in target customer needs- Identify expected changes in buying behavior - Identify expected changes in customer perceptions and attitudes- Identify how these changes might affect competitors strateg

52、y- Identify segments that might potentially become your target- Provide forecasted changes in market segments:Which segments are growing or declining and whyGrowth rateRelative segment sizesCharacteristics of segments1.5SWOT Analysis- List in a table your companys key internal strengths and weakness

53、es, the threats it faces and the opportunities that the market presents. Elements discussed above (e.g. competitive advantage) should be present in this table (Table 3 below).STRENGTHSExamples:- Elements which provide competitive advantage- Cost structure / efficient production process- Technical kn

54、ow how- Very good reputation- Superior product- Highly qualified workforce- Strong relationships with key industry membersWEAKNESSESExamples:- Lack of innovation- Poor adaptability to market conditions- Lack of communication- Little financial resources- Poor management- Very long product development

55、 time- Poor brand awareness- Unreliable customer serviceOPPORTUNITIESExamples:- Emerging markets- Growing demand- Changing customer tastes- New product uses- New regulations- New distribution channelsTHREATSExamples:- New competitor- Potential loss of financial backing by X- New regulations- Declining population- Mar