如何写策划英文案(ppt 43页).ppt

chapter5writingtheplan,contents1、introduction2、executivesummary3、situationanalysis:assumption.sales.strategicmarket.Keyproduct.keysalesareas.,4Marketobjectives5Marketstrategies6schedules7salespromotion8budgets9profitandlossaccount10controls11updateproceduresAppendix1,guidelines,Thewrittenplanmustbeclear,conciseandeasytoread.StarteachcompletesectiononanewpageWhenlistingkeypoints,usedoublespacingDonottrycramtoomanyfiguresontoonepage.Donotusejargonthatmaynotbeunderstoodbyallthosewhowillreceivetheplan.,Introduction,Thisgivesthebackgroundtotheplan,andthereasonforitspreparation,andoutlinesitspurposeanduses.For:UKsaleshavestagnated停止inrecentyears.Withtheenforcement实施ofEUdirectives指令forwatertreatment净化andsewagedisposal污水处理,theindustryiscarryingout完成amajorcapitalimprovementprogramme.增加资本改进计划,itwasthereforefeltbythesalesandmarketingdirectorthatweneedtoanalysisourpositioninthemarketandprepareforgrowthtotakeadvantageoftheincreasedlevelofspending花费bytheindustry.,Executivesummary,Thesummaryshouldpresentthekeypointsoftheplaninaclearandconciseform.Itshouldnotbetoolong.Thesummaryshouldalwaysinclude:,Theunderlyingassumption背景onwhichtheplanisbased;Theobjectivesoftheplan;Thetimescaleoverwhichtheplanwillbeimplemented;,AlthoughourtotalsalesintheUKmarkethavefallen,ourproblemisball球阀门valvesthatwehaveonly10percentmarketshare.wecurrentlyhavemarketshareinwaterindustryof10percentforfilters过滤器and5percentforvalves.Webelievethatifeconomicconditionsremainstable,wewillbeableto,Gainmarketshareintheexpandingmarket.Theobjectiveofthisplanistoachieve10percentgrowthinUKsaleinthenextthreeyears,doublingourwaterindustrymarketshareforfiltersto20percentanddoublingourmarketshareforballvalvesto10percentoftheprojectedmarketin2008,UKoverallgrossmarginsfrom39percentto43percentby2008Thisplandetails详细资料howthiscanbeachievedwithaninvestment投资inpersonnelandresources,butwithoutanymajoradditionalinvestment额外投资inplant工厂andmachinery设备.,situationanalysis,ItincludeonlythesummariesoftheexternalandinternalmarketingresearchandthekeyresultingSWOTanalysis:AssumptionsAsummaryofhistoricalandbudgetedsalesAreviewofstrategicmarketsAreviewofkeyproductAreviewofkeysalesarea,situationanalysis：assumptions,TheSexchangeratewillremainintherangeS1.5toS1.7:1forthenext12months;Interestrateswillnotincreasebymorethan1percentoverthenextthreeyearsInflationwillremainat3percentin20 x6,risingto4percentin20 x7and20 x8.Companywageincreaseswillnotexceedinflationoverthenextthreeyears.,situationanalysis：sales,Inthissectionyoushouldincludehistoricalsalesgoingbackthreeyearstogetherwithsalesforecastsforthenextthreeyears.,SalesprojectionfortheUK,situationanalysis：Strategicmarket,Theinformationcanbepresentedintwoways:1.showingthepercentageofcompanysalesintoeachmarket,2.Showingthepercentageshareofindividualmarketsthatthecompanybelievesthatithas,Presentationofsalesbystrategicmarket,situationanalysis：Keyproduct,Thissectionlistsyourkeyproductsanddetailstechnologicalandcommercialfactorsrelatingtothem.thiswouldincludetheresultsoftheSWOTanalysisonyourproductsandyourcompetitorsproducts.aswotanalysisforaproductandtheproductportfoliomatrixfortheEquipmentManufacturingCompanyareshowninfigure1and2.,1-SWOTanalysisforproductballvalves,为公司、地区进行SWOT分析,:portfoliomatrixoftheEMC,marketgrowthrate,2-Relativemarketshare,10%,1,situationanalysis：keysalesareas,Theinformationcanbepresentedintabularform表格形式asintable1oringraphicalform图asfigure2/3.,Salesarea1,2-Valvessalesbyarea,3-Keysalesareasin20 x8,Scotland/n15%North30%South23%Midland36%ThekeysalesareasforvalvesalesforEMC,折线图,Keyobjectives,toincreaseUKsalesby10percentperyearinrealtermsforthenextthreeyearsTodoublevalvesalestothewaterindustrywithinthreeyearsToincreaseoverallgrossprofitfrom39percentto43percentby2008,Strategiesmarkets2005,Others25%chem33%Food7%paper12%water23%,Marketingstrategies,Youshouldindicatewhetheryouareadopting维持,developingorattackingstrategiesoramixtureofdifferenttypes.Theindividualstrategiesshouldthenbelistundertheheadings标题ofthefourmainelementofthemarketingmix:,strategiesrelatingtoproductsstrategiesrelatingtopricingstrategiesrelatingtoadvertising/promotionstrategiesrelatingtodistribution,Products:packageproducts(ballvalveswithfilter)designnewballvalvedesignreplacementfor替代“type：sfilters.,Pricing:discountpolicyfor“type：s”filterswillbeprogressivelywithdrawn.无销路penetrationpolicy渗透willbeadoptedwithpackagessincethesewillhelpustosellmorevalves.penetrationpolicywillbeadoptedon“type:k”filterssincethesegeneratealargeproportionofreplacementcartridges(容器).,Promotion:changesalesforceorganizationRestructure重建salesmanagementUsemailshotsIncreaseexhibitioncoverageIncreaseadvertisingDistribution:changedistributionIncreaseownsalescoverage.,Scheduleofwhat/where/how,Thisisthemasterscheduleshowingtheprogrammefortheimplementation执行ofactionplans.Thisscheduleindicatetoeachdepartmentandtoeachmemberofstafftheirresponsibilitiesadthetimetableforcarryingtheout.theyshouldtaketheformofbarcharts,schedules.,budgetingthecostofamarketingplan,Salespromotion,Underthisheadingyoushoulddetailyouradvertisingandpromotionsplan,thisincludesyourpersonnelrequirementaswellasadvertisingandsalespromotion.youshoulddefinethemixofdistributionchannelsthatyouwillbeusingandstructureofyoursalesorganization,.,organization,Salesengineers,Distributors,UKsalesmanager,Invoicedsales260(04)Costofsales_158.6Grossprofit+101.4Salesandmark