营销计划书模板 marketing plan template

PAGE

PAGE

1

MarketingPlantemplate

Partone

ExecutiveSummary

MarketOverview

Customerinformation

Marketinformation

Industryinformation

Productinformation

SWOTandissueanalysis

Parttwo(tobecompletedinconjunctionwithmarketing)

MarketingObjectives

ControlsandEvaluation

BudgetDetermination

ActionPlans

1.0 ExecutiveSummary

Whatarethereasonsorgeneralaimsofdevelopingthisstrategy

Whatistheconclusionofthisplan(tobecompletedafterdevelopment)

2.0 MarketOverview

2.1 Customerinformation

Whoareyoutargeting?Describetheperson(s)youwanttoreachandtheirroleinthedecisionprocess.(Whatusefuldemographicinformationisavailabletoassistinlocatingandreachingthisperson?)

Wheredotheylive/work/operate?

Defineanydistinctmarket/sectorgroups?

Whatisthismarket/sectorlookingfor?

Whataretheirbasicneeds?

Whatstimulatestheirdecision?(Cost?Quality?Environment?staff?)

Whoaretheirreferencegroups?(Whatotherinfluencesarethere?)

2.2 Marketinformation

Whatisthemarket/sectorsize?(natureandextentofdemand)

Whoareyouridentifiedcompetitors(alternativeproviders)?Howaretheybetter/worse/different?

Whatisourmarketshareandtheshareforeachparticipant?Ismarketsharerelevant?(Pleaseincluderationale)

Whatarepastandpredictedtrendsinmarket?

2.3 Industryinformation

(Describeanyfactorsrelatingtothecoursearea/industry)

IstherelevantIndustry/Profession/vocation/interestgroupgrowing?

Arethereanyrules,regulations,actsorrestrictionsthataffecttheindustry?

Arethereanyconflictsinneedsorwantsbetweensignificantindustryandotherstakeholdergroups?

2.4 Productinformation

Describethecourse(s)andthemajorsellingpointsand/orissues

Inonesentence,whatisthesinglemostimportantthingaboutyourcourse(s)

Howdopeoplethink/feelabouttheproductnow?

Howdowewantthemtothink/act/feel?

Howisitcurrentlypromoted?

3.0 SWOTandissueanalysis

Whataretheproductstrengths?

Whataretheproduct’sweaknesses?

Whatopportunitiesdoyouseefortheproduct?

Whatthreatensyourproduct?

WhatarethekeyissuesarisingfromSWOTthatmustbeaddressedinthisplan?Whatstrategicquestionsandinformationneedareasremainunresolved?

PartTwo

(Thissectionwillbedevelopedinconjunctionwithmarketing)

4.0 MarketingObjectivesandStrategy

Thisisaseriesofobjectivesdecidedupontomeetagreedmarketingobjectivesandgoalsreflectedintheaimofthestrategyoutlinedintheexecutivesummary,basedontheinformationprovided.Ideallyyoushouldbeabletoidentifyoneprimaryobjectiveandtwosecondary(allmeasurable).

5.0 ControlsandEvaluation

5.1 Howwillsuccessinmeetingmarketing(orsector)objectivesoutlinedinthisplanbemonitored?

Thisisanagreedseriesofgoalsthatareconsideredachievableandmeasurableindicatorsoftheoverallmarketingeffort.

5.2 Howwillthecontributionmadebypromotionalandcommunicationseffortintheachievementofmarketingobjectivesbemeasuredorascertained?

Thisisanagreedseriesofgoalsthatareconsideredachievableandmeasurableindicatorsofthecontributionandeffectivenessofpromotionalandcommunicationseffortintheachievementofspecifiedmarketingandsectorobjectivesinthisplan.

6.0 Budgetdetermination

Whatisthesizeandsourceofbudgetallocationforthisplanandhowwasthisdetermined?

7.0 ActionPlans

Thisisaseriesofpromotionalandcommunicationsprogramst