商务英语-marking-planppt课件

.,1,Insistsportshoe,MarketingPlan,.,2,AboutUs,Establishedin1995,InsistisaShenZhenbasedOEM（OriginalEquipmentManufacturer）sportshoecompany.Atthebeginning,weprovidedfurtherprocessingserviceofqualityshoesforvariousbrands.WithISO9002qualityassuranceandexperience,westartedtocreateourownbrand“Insist”in2005.Wehavesetupatotalof5InsistSpecialtyStores,3inShenZhenand2including:DongGuanandGuangZhou.,.,3,OurGoal-MarkerShare,In2005,ourmarketshareinthesportshoeindustrywasonly1%.However,withthegreateffortofourmanagementandthesupportofourcustomers,wehaveagreatexpansioninourbusiness.wethereforeobtained2.5%ofthemarketsharein2009.For2010,ourgoalistoreach3.5%ofthemarketshare.Toachievethegoal,wewillpreparetolaunchaseriesofmarketingstrategiesonbothonlineandoffline.,.,4,OurTargetMarket,Ourtargetmarketwillbeagroupofteenagersandyouthswithanagefrom16-25.Thereasonsforustochoosethemare:theyhavehighpurchasingpower.theyarehighrateinonlinevisit.theyarecreative,fashionableandenergetic.theywanttobedifferentandunique.theyarewillingtotryandacceptnewthings.,.,5,S.W.O.Tanalysis-Strengths,Ourcompanyisalwaystakingmeasurestomarketitsproducts.Totargettheconsumersbyadvertising,theyprovidepicturesoflatestproductsinthecatalogueeachmonth.Ourcompanyhasphysicalstoresandon-onlinewebsite,itoffersOnlineshopping.,.,6,S.W.O.Tanalysis-Weaknesses,Itwillhavenoenoughmoneytoemployalargenumberofassistants,sotheshopcannotbelarge-scaleaslongasexpected.Theproductsarelimited,ourcompanycannotmeetalltheneedsofconsumersfromdifferentlevels.,.,7,S.W.O.Tanalysis-Opportunities,Ourshoeshopsarelocatedinthecenterofthebigcities.Theyhavealargeamountofpotentialcustomersinthefuture.Thenumberofresidentsisgrowingrapidly.Itismoreconvenientforresidentstobuyshoesinourstores.,.,8,S.W.O.Tanalysis-Threats,Thecostofmaterialisrisingrapidly.Itwillleadthepricemuchhigherthanbefore.On-linestoreofferingdiscount,whichattractmoreandmorecustomers.Inordertoattractmorepeople,wehavetoofferourgoodswithmoreactivities,suchasgivesomepresentstothecustomers.Sothatwegetlessprofits.,.,9,Product,Howourproductsfulfilltheneedsofourtargetaudiences:Inordertocaterfortheneedsofourtargetaudiences,ourproductsaredesignedtobestylishandsmart.TheimageofInsistiscreative,trendyandcheerful.Withyearsofexperience,weunderstandthedesiresofourcustomers.Theydonotonlywanttohaveapairofcomfortableanddurablefootwear,butalsoapairofshoesthatshowtheirowncharacters.,.,10,Product,Whatwehaveinphysicalstoresandon-onlinewebsite:Wehavekindsofreadymaderunningshoes,hikingshoes,walkingshoes,casualsandalsandmanyotherqualityfootwearinInsistSpecialtyStores,specificretailstoresandonlinecatalogue.,.,11,Product,ForOfflineshopping:Inourspecialtystores,experiencedstaffsarepleasedtoofferyouwithprofessionalsuggestionsandservices.Wehavewell-designedpatternsandstyleswhicharesuitableforourcustomerstomatchwithkindsofoutfit.,.,12,Product,ForOnlineshopping:Sinceourtargetmarketisagroupofpeoplewhoarefashionable,instyleandalwayssurfoninternet,Insistisnowabletoprovidethemwithallthesefulfillmentbygivingthemapairofuniquesportshoeswithourworkshop.Whattheyhavetodoisjustsimplysurfonourwebsite,clickonwhattheylike,thensitbackandwaitforourpromptdelivery.,.,13,Prices,Howweofferreasonablepriceswithhigh-qualityshoes:Ourtargetaudienceisteenagersandyouthfrom1625,agroupofpeoplewhohaveaveryhighpurchasingpower.Theyhavetheirownworldwithabundantofcreativeideasandwelcomenewthings.Theyarewillingtotryanythingspecialandmakethemselveslookdifferent.Ourpricesaredividedintoin2maingroups.,.,14,Prices,1.Ready-madesportshoedisplayedinInsistSpecialtyStores,retailstoresoronline.Itcostsaround180250yuandependsonvariousstyles.2.Foronlinecustomizedsportshoes,wehavebasicpackageandadd-onpackage.(1)BasicPackage:Selectcolorsinthecolorplateweprovidedwith1identity.Itcostsaround300yuan.(2)Add-onPackage:Ontopofthebasicpackage,customershavemorespecialfeaturestochoosefromsuchasadd-onembroidery,badgesorlabels.Thepriceforthispackagecostsaround500yuan.,.,15,Prices,Ifthepurchaseismadeonline,ourcustomerscaneitherspotalocation(Differentspecificlocationswillbelistedonthewebsitetoourcustomerforreference)andpickuptheirshoesinperson.Inthiscase,nohandlingfeeswillbecharged.However,ifthecustomersarenotabletopickuptheirshoesinperson,wewilldelivertheshoestowherevertheywantbyUPSWorldwideExpresses.,.,16,CustomerService,Wecareourcustomersbecausetheyarevaluable;qualitycustomerserviceisthereforethemainbuildingblockofthesuccessofourcompany.Inordertomaintainalong-termrelationshipwithourcustomers,weprovide:Pre-salesServicesAfter-salesServices,.,17,CustomerService,Pre-salesServices:Byusingthesolidcustomerdatabase,wegeneratedetailedanalysisandstrategicplanning.Wecanthereforefocusonprofitableproductsandpotentialcustomerstoensurerevenueorreducerisks.Ourmissionistoprovidepersonalizedservicesandadditionalinformationtocustomersinourwebsite.,.,18,CustomerService,After-salesServices:ComprehensivereturnsystemShoescanbeexchangedonc