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A guide for developing a marketing plan

A guide for developing a marketing plan.

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A guide for developing a marketing plan

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  1. A guide for developing a marketing plan Guideline for cultural analysisGuideline for economic analysisGuideline for market audit and competitive analysisGuideline for preliminary marketing planIn each case, specific points must be adapted to reflect a company´s products, target market and company´s objectives.

  2. Cultural analysis Economic analysis Market audit and competition analysis Positioning Product, Price, Place, Promotion Marketing plan

  3. Cultural analysis • Introduction – includes short profiles of the company, the product to be exported, and the country with which you wish to trade • Geographical setting, political and legal system • Business customs and practices • Religion and aesthetics • Living conditions (including housing, clothing, leisure activities) • Language

  4. Cultural analysis Economic analysis Market audit and competition analysis Positioning Product, Price, Place, Promotion Marketing plan

  5. Economic analysis • Population, distribution of population • Economic statistics and activity • GDP, economic growth, personal income, principal industries, foreign investors • International trade statistics • Trade restrictions • Channels of distribution • Retailers, role of chain stores and other types of stores • Wholesale middlemen • Media availability

  6. Cultural analysis Economic analysis Market audit and competition analysis Positioning Product, Price, Place, Promotion Marketing plan

  7. Market audit and competitive market analysis • The market: describe the markets in which the product is to be sold • Geographical regions • Forms of transportation and communication available in those regions • Consumer buying habits, shopping habits • Distribution of the product • Advertising and promotion • Compare your product and the competition´s products • Brand name • Features • Prices, advertising methods, distribution channels, regulations

  8. Cultural analysis Economic analysis Market audit and competition analysis Positioning Product, Price, Place, Promotion Marketing plan

  9. Preliminary marketing plan • Marketing objectives: target markets, expected sales, profit, market penetration and coverage • Product adaptation or modification: use the product component model as a guide: • core components: product platform, functional features, • packaging components, • support services components. • Promotion mix, objectives, media mix, message, costs • Distribution: from origin to destination • Channels of distribution • Price determination, terms of sale, methods of payment • Marketing budget (????) • Executive summary: after completing the research for this project, prepare an one page summary of the major points of your successful marketing plan, and place it at the front of the report.

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