香油市场营销计划书__英语.doc

Marketing and Management Plan Green Sesame Oil Company Marketing Plan Title:Marking plan of sesame oil Name: Mary School: college Reference teacher:Tom Phone number: * Company name: Green Sesame Oil CompanyLogo: Tagline: Natural! Various! Professional! Jingle: We just do it ,and you just eat it! Table of contents1. Executive SummaryThe following plan outlines the marketing strategy and tactics for sesame oil of Da ming,a company which specialized in sesame oil.Han dan is the birth place of sesame oil，although the local oil has the certain competition ability,most of them are small companies and small business，and there is no unified operation and management. Comparing with others,our company has unified operation and management,advanced production tech ology,genuine good at a fair price,variety of styles.It gives our company a good chance to develop.2. Company Description Green company setted up in Han dan.Start at the beginning is an individual company,and it product different types of sesame oil.Our company is committed to create a reasonable market ,to provide quality service and quality of sesame oil. Our company with advanced production technology, reliable quality, enthusiastic service attitude and dedication of the staff for the vast number of consumers to provide credit guarantee.Its Characters are Natural,diversity and professional.Consumers are satisfied about these.At the same time,it also for my company established a good brand image.Our company will try our best to satisfy consumers needs. 3. Strategic focus and plans The corporate strategic of Green Sesame Oil:(1) Mission and Vision (2) Goals (3) Core competency and sustainable competitive advantage are described below （1）Mission and VisionGreen oil company, you can put all the worries behind, enjoy our enthusiasm for the service, the most important is, you can get the best quality of sesame oil.（2）Goals Non-financial goals1、 Becoming a consumer choice and Handan s leading oil company。2、 Throughout the country set up a branch company。Financial goals 1.To achieve break-even point for each company by the end of first year 2.The oil company operating for second years, achieving a pre-tax profit of 350000 yuan (3)Core competency and sustainable competitive advantageThe core competency of Green sesame oil company is its customer-centered atmosphere,where people can buy high quality and affordable sesame oil.Our company has advanced production technology and high-end technical talents to keep a sustainable competitive advantage.Our sesame oil has a large output and its unique features,like exquisite packing,diversity. 4. Situation analysisThe situation analysis begins with a SWOT analysis (strengths,weakness,opportunities and treats) following by the Handan sesame oil industry,existing Handan sesame oil shops and oil market.SWOT Analysis The SWOT analysis for sesame oil is summarized in Figure 1,showing the internal and external factors that affect the sesame oil companys competitive succes.Figure 1,SWOT Analysis for the sesame oil company concept.Internal factors Strengths WeaknessOfferingThe oil of genuine goods at a fair price, warm serviceA wide range of shops servingPersonalObjective salary will attract high quality talents local sales personnel lessManagementExperience and entrepreneurial managementExperience personnel lessSpiritMost of people work hardCooperation is not very understandingFinanceAdequate start-up and working capital financingLimited access to external financingExternal FactorsOpportunitiesThreatConsumerSocialLocal residents like eating sesame oilMany sesame oil shopsTechnologicalLow-cost,advanced technologyThe traditional technology is not very comprehensiveEconomicsArea continues to grow For some sesame oil is little expensiveLegalHealth,safety,professionalTo the provincial development is difficult In the companys favous are internal factors such as the strength of the concept,detailed planing,and a management team with small business ownership.Favorable external factors include the fragmented nature of the local sesame oil shop sectors and gaps in the local market.Green sesame oil company faces adverse factors,both internally and externally.Business start-ups are a risky proposition,especially in the sesame oil manufacturing sector.The company through the external opportunity risk and internal superiority inferiority analysis, established the companys strategic development goals, and make a company develop the strategy, foster strengths and circumvent weaknesses, play their own advantages, so that the target, resource and strategy three to achieve optimal matching will be a challenge. Industry AnalysisOil industry is a popular industry, although has sales in the country, but so far there is no large oil company and the authority of the chain of institutions.And our company has a very large space. Handan is the birthplace of sesame oil.The production of raw materials is rich in oil, and the manufacturing technology and development have great potential.It also has a certain influence in the country. Handan is a very considerable market, and the demand is larger,too. As long as the local characteristics become an influential brand,foreground is very considerable. Competitive Analysis: Green sesame oil company will face competition from casual sesame oil shop. Although there is no large oil company competition, but the local distribution of a large number of sesame oil points and sesame oil sale shops, they are widely distributed. And residents have individual oil stores.Overall, their sales are far greater than our company,and they also have local influence.Keys aspects missing in the above-mentioned schools include the following:A unified managementCertain sales experience and a stable economic conditionAdvanced production technology and equipmentLegitimate business, oil pure natural, no additives, harmful to healthReasonable price, and have the preferential activityDiverse tastes, exquisite packaging, to meet the needs of different consumersThese 6 key factors will allow Green sesame oil company to survive in a competitive environment,and eventually thrive. Company Analysis: My company and the domestic production of more advanced technology compared to other companies, have definite advantage. But the overall quality of staff still has certain difference, need further regular staff training and learning. Production equipment than some other advanced company, need to purchase other more advanced production equipment to improve production efficiency. At the same time, our company needs to introduce more sales and management personnel, strengthen the industry and the company exchanges and cooperation, for the further development of our company to prepare and bedding. 5. Market-product Focus This section outlines the marketing objectives for Green sesame oil ,identifying target markets,prints of difference,and sesame oil positioning. Marketing and Product Objectives.Marketing objectives are divided into categories,short-term and long-term. One-year Marketing Objectives:To establish the brand, to the vast number of consumers left a good reputation, to attract repeat customers.To occupation of market 10 percent share.To achieve recognition that Green sesame oil company is the place to go for a good time. Five-years Marketing Objectives:To become known as a leading sesame oil companyTo establish sesame oil company in others cities.Achieving break-even points for all sesame oil companies established.To enable the company to double the sizes of. Target Markets:The foundation of our company target is Handan city broad citizen several segments, while around the county town two class market。Downtown hotels, hotel, supermarket, store grain and the consumption main body, the general public for consuming individuals for their custom, reasonable marketing plan is the broad market appeal.My company is located in the downtown area, periphery has many hotels and other large consumer groups, as well as many residential buildings, residential. Is extremely advantageous geographical location, is conducive to the target market: exclusive hotels, hotel for different kinds of oil, supermarket sales, the general public and consumer groups for daily use.Points of differenceGreen sesame oil company has distinguishing characteristics:*A comfortable atmosphere created by serving teams with enthusiastic attitude different kinds of sesame oils that have good quality,and advanced technology.*The introduction of features lacking in local sesame oil shops-different packages as different grades,different tastes.*The use of advertising,promotion,and publicity to establish a brand identity,creating a sense of excitement,and target specific market segments. Positioning:Green sesame oil is positioned in among of the casual sesame oil package.pricing and quality.The Green sesame oil company differentiation is its atmosphere,its use of features common in franchise sesame oil shop.And its targeting of distinct market segments. Hotel Restaurant Wholesale Market Supermarket 6. Marketing ProgramThe four elements of the marketing program for Green sesame oil company are described below.(a)Product Strategy Our company provides a series of oil to meet the various sectors of the needs.Like hotel special oil,restaurant special oil,home special oil and so on. The oil production is very sophisticated, advanced technology, diverse tastes, to meet the different needs of consumers.We believe you will satisfied with our sesame oils. Our company realizes oil is inseparable from the exquisite traditional technology, but according to the needs of the vast number of consumers and the further development and improvement, to meet the needs of different consumers with different oil demand. At the same time, the company also will warm to the service attitude to serve every customer.Your satisfaction,our target!Various sesame oil(b) Price Strategy The strategy of our company is to stablish a sesame oil brand,and become an advanced oil enterprises chain.At the same time reach a certain influence in the country.My company brand sesame oil at reasonable prices, prices of different packaging oil variety. Especially suitable for the vast numbers of ordinary class of citizen consumption. Holiday special, for the vast number of consumers and members of other preferential. The price of my company is very competitive. We believe consumers will be satisfied with our price.At same time,our company will make persistent efforts and make better sesame oil .Oil typePrice/yuanDiscountHotel special 50 9Restaurant special 45 9Wholesale market 30、25 8.5Supermarket35、30 8.5Ordinary25 8 (c) Place strategy My company is located in the downtown area, circumjacent traffic is convenient.You can take 31 road 32road to reach. It is surrounded by many large hotels, restaurants, supermarkets, convenient transportation. These large consumers will be our important customers. There are many residential quarters, they will also be important customers. My company has 5 buildings, 4 buildings are production workshops, 1 building is office. And the internal environment is very elegant. The majority of staff to make concerted efforts to develop production, high production efficiency.The company is full of vigor. (d)Advertising,Publicity and Promotional Activities The overall marketing plan is designed to create local awareness and a sense of excitement among local residents.Print materials,brochures and signage will have same styles of lettering,logo and a common theme-Natural!Diversity!Professional! In addition, the staff will wear work clothes, wear badges. Overall improve the professional appearance. On holidays ,we will have discount preferential activities.And in the name of the company in the square held a number of shows and events.And our company will give some souvenirs with the company on T-shirt. If it is the first large order with us, our company will be preferential. Believe that our sincerity and service will make you satisfied. 7. Five-year Financial Projections The five-year financial forecast for Green sesame oil company is presented below:Year20112012201320142015Company12345Revenue1000,0001500,0003000,0003500,0004000,000Labor costs500,000700,0001000,0001200,0001500,000Other costs100,000200,000300,000500,000700,000Operating Profit400,000600,0001700,00001700,0001800,000 The financial forecasts are prepared based on Conservative assumptions.Given sophistication of the marketing plan and the sesame oil company concept,the fore casted sales figures are probably too low. 8. Organization The organizational structure for the fifth year of operation is summarized in Figure 3. At first the management is very simple, a general manager and chairman, three vice managers and five directors. With the expansion of the company,