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Marketing Strategy

This chapter explains how you plan to bring the product to the markets, at what sales price, how much it will cost you, and how much you will sell. This elements are known as the four P's:

  • Product
  • Price
  • Promotion
  • Place

Marketing Objectives

Describe your marketing objectives, including the following goals:
  • Profitability goals
  • Sales targets
  • Market share targets
  • Product positioning

Marketing Strategy

Describe your current and projected marketing strategy. Emphasize the reasons for adapting this strategy, covering the following areas:
  • The target market and segmentation
  • The distribution strategy
  • The pricing policy
  • The promotion and advertising
  • Strategic alliances
  • How to address competitors
  • The marketing organizational structure

Strengths and weaknesses

The marketing strategy should be based on the company strengths and weaknesses. Outline the following points:
  • Technology: Performance, Quality, Uniqueness
  • Marketing: Market Share, Distribution, Prices, Image
  • Financial: Financial resources, Stability, Financial leverage
  • Corporate: Size, People, Goodwill Alliances

Target market and segmentation

Clarify your target market, why you decide to focus on it, and how product, price, promotion, and place match the needs of the specific market segments.

Distribution strategy

Describe your current and projected distribution channels, such as retail and wholesale outlets, direct sales by salesmen, direct mailing, and sole representatives.
Explain why you chose these channels, and describe their structure and competitive advantages.
If you intend to use more than one channel, explain how it will work.

Pricing policy

Explain your pricing policy, discount structure, and the relationship of your prices to your competitors' prices. Include your full price list.

Promotion and advertising

Explain how you intend to promote your products, including advertising, public relations, and other activities.

Strategic alliances

List your current and projected strategic alliances, and explain how they serve your marketing needs.

How to Address Competitors

Explain how you intend to address your competitors, and why you think this is an appropriate strategy.

Marketing Organizational Structure

Explain your marketing organization structure, and the plans for the future. Describe the leading team, facilities, and location.

Marketing activities

List your main marketing activities. For each activity describe its objectives, schedule, and responsibilities.

Sales plan

Present your sales plan, including sales quantities, sales price, and revenue, as in the following table:

Sales Plan (Units)

20xx

20xx

20xx

20xx

Telephone - Local

500

600

700

800

Telephone - USA

800

900

1,000

1,100

Telephone - Europe

1,000

1,100

1,200

1,300

Sales Plan (K-$)

20xx

20xx

20xx

20xx

Telephone - Local

750

855

948

1,083

Telephone - USA

960

1,026

1,083

1,191

Telephone - Europe

1,400

1,463

1,516

1,643

Total Sales

3,110

3,344

3,547

3,917

Marketing budget

Prepare a marketing budget, as in the following table.

Fixed Expenses (K-$)

20xx

20xx

20xx

20xx

20xx

Exhibitions

0

50

80

100

120

Advertising

0

50

80

100

120

Brochures

60

50

50

50

50

Travel

60

50

80

100

120

Other

60

50

50

50

50

Total

180

250

340

400

460

Variable Expenses (%)

20xx

20xx

20xx

20xx

20xx

Commissions

25%

25%

25%

25%

25 %

Total (K-$)

61.5

777.5

836.0

86.7

979.2

 



Planium 2015