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BACK TO 100 examples in Business, Operations and
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MBA MARKET PLAN LANCE LEE LAWSON
WILLIAM A. COHEN
The marketing plan mystique.
The marketing plan is essential for every business operation.
What the plan will do for the organization.
Act as a road map.
Assist in mgmt control and implementing strategy.
Inform new people of their role and teaching your objectives.
Assist in obtaining resources for implementation.
Stimulate thinking and the better use of resources.
Help the organization assign responsibility, tasks and timing.
Help you become aware of problems, opportunities, and threats of the future.
Getting in a competitive position before you start.
Types of marketing plans.
The new product plan.
Annual meeting plans.
Summary.
Chapter 2
Planning the developing of the mkt. plan.
The structure of the plan.
The executive summary.
The table of contents.
Introduction.
Situational
Analysis
Situation
environment.
Neutral Environment.
Competitor environment.
Company environment.
The target market.
Problems and opportunities.
Marketing goals and objectives.
Marketing Strategy.
Marketing tactics.
Implementation and control.
THE Summary.
Keeping your material organized.
Summary.
STEP TWO………SCANNING YOUR ENVIRONMENT.
The introduction.
The situation analysis
The Target market.
Cultural, ethic, religious and racial groups.
Social Classes.
Reference Groups.
Demographics.
Family work status and occupations.
Decision makers and purchasing agents.
Risk perception.
Income from each family member.
Disposable income.
Additional descriptions, classifications and traits of the target market.
Target market needs and wants.
Product decription.
Size of target market.
Growth trends.
Media habits.
Organizational Buyers.
Amount of money available or budgeted for the purchase.
Purchase history.
Additional industrial buyer information.
Competition.
Resources of the Firm.
Technological
Environment.
Economic
Environment.
Political Environment.
Legal and Regulatory environment.
Social and cultural environment.
Other Aspects
Problems and opportunities.
Sources of information for completing the environmental questions form.
Primary Research.
Summary.
STEP 3………………..ESTABLISHING GOALS AND OBJECTIVES.
Establishing objectives.
Ten criteria to help develop objectives.
Goals.
The Concept of Competitive or Differential Advantage.
Summary.
STEP 4…………Developing-marketing strategy.
The Strategy pyramid.
Strategic Marketing Management.
The four cell portfolio matrix for decision making in Strategic mkt. mgmt.
Product life cycle analysis.
Introductory Stage.
Growth.
Maturity.
Decline.
Locating the product in its product life cycle.
Developing strategies for the product in each stage of the product life cycle.
Alternative Strategies for the marketing plan.
New market penetration.
Entry,
Ninch,
Dimension,
Positioning.
Market share expansion.
Product differentiation versus market segmentation.
Limited versus general expansion.
Entrenchment.
Repositioning.
Direct Confrontation.
Withdrawal.
Summary.
STEP 5………CHAP 6…………DEVELOPING MARKETING TACTICS.
Manipulating the controllable variables.
Product.
Price.
Other Tactical Pricing Tactics.
Place.
Promotion.
Use of sales promotion tactics.
Advertising and publicity tactics.
Manipulating Marketplace environments.
Tactical questions for the marketing plan.
Summary.
STEP 6 ……CHAPTER 7………….FORECASTING FOR YOUR MARKETING PLAN.
Difference between market potential, sales potential, and sales forecast.
Finding market potential.
The Index method of calculating market potential.
Bottom up and top down sales forecasting.
Executive Judgement.
Sales force composite.
Trend projections.
Industrial Survey.
Regression Analysis.
Intention to buy survey.
Exponential Smoothing.
Leading Indicators.
Which method to use. All of them.
Information you need for forecasting.
The project development schedule.
The break-even analysis.
The Balance sheet, projected profit and loss statement, and cash flow projections.
Summary.
STEP 7……………..CHAPTER 8……..CALCULATING IMPORTANT FINANCIAL RATIOS FOR PLAN.
Measures of Liquidity.
The current Ratio.
The acid test or quick ratio.
Average collection period.
Inventory turnover.
Profitability measures.
Assets earning power.
Return on owners equity.
Net profit on sales.
Investment turnover.
Return on investment ROI.
Sources of ratio analysis from all industries.
Summary.
STEP 8……CHAPTER 9………PRESENTING THE MARKETING PLAN.
The marketing plan as a product.
The formal presentation.
Intro.
Why u will succeed.
Strategy and tactics.
Forecasts and financial information.
Conclusion.
Preparing for your presentation.
Planning for visual aids.
Slides.
Overheads.
Handouts.
Charts.
Chalkboards.
Use of products as visual aids.
The practice sequence.
The importance of controlling your time.
Questions and answers and how to prepare for them.
Use of the mental visualization Technique.
The keys to success for marketing plan presentations.
Summary.
STEP 9……IMPLEMENTATION.
TRACK ALL AND REACT ACCORDINGLY.
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BACK TO 100 examples in Business, Operations and
Engineering. |
|
Do it once, do it right, and do it now.
|
|
Back to Lawson Computing Homepage
|
Apply as needed,
when needed. |
