市场营销计划标准模板.doc

市场营销计划标准模板 C ON TE NT Guidelinesfor use0Executive SummaryWhat arethe criticalaspects of the marketing plan thatmust behighlighted?Market situation?Main objectives and goals?Strategy andpetitive advantage?Financials?Remendations1Introduction Whatinformation isneeded bysomeone whodoes notunderstand your products butwant todo so?Provide a brief descriptionof:?The product line andits market?Major trends?Challenges andOpportunities2Market SituationAnalysis Whereare younow onseveral importantmarket factors?2.1Application/therapeutic areaand totalmarket?What arethe applicationand/or therapeuticareas of the product/product line?Which productsare currentlyused?What isthe totalmarket size(world wideand regionsor keycountries)This mustbe ashort description(not apetitive analysis)focused oninformation relevantto understandingremendations.For detailsuse attachments.2.2Identify majorbusiness andmarket trends?What arethe criticalfactors/forces thatinfluence thedirection of your markets?What insightsdo yougain fromthese trends(problems,threats,opportunities)?Which trendscan be influenced orset byB.Braun?Can you develop differentscenarios(best,worst andlikely)based on these trends?2.3Competitor analysis?Who areour mainpetitors?What aretheir objectivesand strategies?What aretheir strengthsand weaknesses?Market data(sales,units,market sharesetc.)2.4Customer analysis?Who areour customers(people whouse orpurchase theproduct)?What arethe customersneeds?What isthe buyingprocess?Typically requiressome form of market research(e.g.,customer visits,focus groups,market surveys,desk research,etc.)2.5Value chain analysis Valuechainanalysishelps youto understandeverything thatadds valueto theproduct forthe customer(e.g.listing ofproducts innational healthcare systems,education andtraining,distribution partnerswho provideimmediate availability,etc.)?What doesthe value chain looklike foryourproducts?Who arethe mainstakeholders whohave animpact onthe valuebeing deliveredto theend user?What aretheir majoractivities,and ifthey arechanged,how willvalue in the entiresystem beimproved?2.6SWOT analysisSummary ofthe aboveanalysis?What areour businesspetences(strengths/weaknesses,relative to the market)and howattractive isthe market(opportunities/threats)?2.7Clarify informationneeds Asyoudevelopyour situation analysis youwill identifyadditional informationneeds.This shouldprompt youto developa proposalfor additionalmarketresearch.You maycollect someofyourown marketresearch throughlow costapproaches.Typically marketresearch canbe obtainedfrom externalsuppliers.The bestway towork withsuch suppliersis toprepare a“request forproposal”(RFP)in theformofa marketresearch brief.An exampleof suchabriefis providedin thefollowing attachment.3Establish MarketingDirection Wheredo you want to beinthe next3-5years(global)/1-3years(local)?3.1Identify opportunitiesBased onthe marketsituation andtrend analysis(section2.2):?Where isthe marketheading?How can we influencethis?What areour opportunities?What mustwe doto takeadvantage ofthese opportunities(e.g.repositioning existingproduct,develop newproduct,streamlining)?What willmake itdifficult oreasy to achieve this(gateways andbarriers)?3.2Marketing objectivesand goalsMarketing objectivesshould focusonthedesired responsefrom customers.It isuseful todistinguish marketing objectives frombusiness objectives(e.g.,market share,sales,profitability,etc.).Use theladder of“awareness”to helpyou focuson truemarketingobjectives.4How will you getto whereyouwanttobe?Think ofalternative marketingstrategies(global andlocal)!Analyze theoptions andselect thebest oneMarketing Strategy4.1Market levelobjectives Whatdo we expect toachieve?(e.g.expand totalmarket,take market shared frompetition,)How willwe knowif wehave sueeded?global objectives(3-5years view)?local objectives(1-3years view)?estimation ofsales4.2The roleof marketsegmentation andSTP isto facilitatea structuralanalysis ofthe marketin order to betterinform yoursituationanalysis,to identifymajor marketingissues,set clearobjectivesandgoals,and developa focusedmarketing positioningand strategythat leadsto defensiblepetitive advantage.STP Process(Segmentation,Targeting,Positioning)4.2.1Segmentation?What kindof marketsegments canbe identified?Evaluate differentapproaches tosegmentation?Macro-segmentation isbased onmonly understoodcategories ofcustomers(customer groups,product usage,geographic locationetc.)?Micro-segmentation isbased onindividual levelassessments ofbuyer needs,product benefits,etc.4.2.2Targeting?Evaluate andjudge thedifferent segmentsin termsof size,ability toreach,growth potential?Which segment(s)should betargeted?Include yourregistration strategy,i.e.definition ofmarkets(regions/countries)see also5.24.3Positioning?In lightof ourtarget segment(s),how do we positionour offering?Positioning Statementand PositioningStrategy4.4Innovation,Product Portfolio,Life CycleManagement andStreamlining?What isthe needfor Innovation/New ProductDevelopment inordertobe suessfulwith theproduct line?What isthe optimalproduct portfolioto positionit suessfullyintheselected marketsegments?Which productsare notneeded tobe suessful?4.5Branding?How doesthe positioningoftheproduct orproduct linehelp tosupport buildingawareness ofthe B.Braun brand?4.6Pricing?What isthe financialvalue ofyour offeringtothe market?(valuechainanalysis“value salami”)?Define relativeprice positioningwithin productline andwith respectto petition.4.7Distribution?Main distributionchannel HospitalCare Division?Can weuse additionaldistribution channelsto suessfullymarket theproductline/product?4.8Communication?What isour keymessage?To whodowetarget thismessage andhow?What resourcesare neededto implementthe municationplan?How dowe measureeffectiveness ofour munication?4.9Customer Relationship?How manycustomers dowe needtoachievesales targets?What salesresources andsystems arerequired tosupport implementationofthe marketing plan?4.10Summary ofmarketing strategy:(example seeStrategy ElementMarketing StrategyMarket levelobjectives Segment/Target PositioningInnovation Product/Brand PricingDistribution CommunicationCustomer relationship5Implementation5.1Marketing Planningand LaunchPlanning Processand Communication5.2Action planand Resources?What step-by-step actionswillyoutake toget there?What resourcesare needed?(Dont forgetabout yourregistration strategy!see4.4)?What arethe criticalissues toachieve thedesired timeto market?What isthe anticipatedmarket response5.3Monitoring ofaction plan?How willyour a