Marketing Plan: ________

1. Marketing Plan: ________ <Business Unit/Line> <Company> <2014+>

2. Business Definition and History

3. Business Objectives • BHAG (‘Big Hairy Audacious Goal’) for product line • Commercial goals for next 3 years • Commercial target for next year

4. Part 1Present SituationAnalysis

5. Way-to-Market Architecture Company Nature of relationship, support & reputation Sales per (sub)channel (%) • Direct Channels • e.g., • Face-to-Face • Internet • Indirect Channels • e.g.: • Distributors & Resellers • Suppliers • OEMs and Convertors • Influencers • , e.g., • Advisers • Regulatory institutions • Media Sales per segment (%) Influence End-CustomerSegments Segment 1 Segment 2 Segment 3 Segment 4

6. Contemporary Situation € (000) Market Segments Products <S1> <S2> <S3> <S4> <S5> <...> Total (€) Product Mix % Market Size (€) <company> Market Share (%) <P1> <P2> <P3> <P4> <P5> <P6> <....> Total (€) 2011 : 2012 : 2013 : 2014 : (plan) 2015 : (est.) 100 % Market Mix % Segment Size (€) Total Sales (000 €) : <company> Mkt. Share %

7. Comp. Advantage _________________ _________________ _________________ _________________ _________________ Explanation ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ OurCustomerValueProposition

8. Basic Requirement _________________ _________________ _________________ _________________ _________________ Explanation ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ Basic Requirements

9. Present Business Model Resource 2 Resource 4 Resource 1 Competitive Advantage 1 Competitive Advantage 2 Resource 5 Resource 12 Resource 11 Resource 10 Resource 6 Competitive Advantage 4 Competitive Advantage 3 Resource 8 Resource 7

10. Competitive Analysis • Industry Competitors: • Substitutes: • New Entrants: • Suppliers: • Buyers:

11. Market Analysis:The STEP-Issues • Social Context: • Techological Context: • Economic Context: • Political Context:

12. Opportunities ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ Threats ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ Opportunities & Threats

13. Weakness __________________ __________________ __________________ __________________ __________________ Key Weaknesses Explanation • ______________________________ • ______________________________ • ______________________________ • ______________________________ • ______________________________ • ______________________________ • ______________________________ • ______________________________ • ______________________________ • ______________________________

14. Summary Present Situation ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________

15. Part 2Howto compete in the future?

16. Where to Compete? Product lines ______________________ ______________________ ______________________ ______________________ ______________________ Why? __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ Market Excellence for the Future: Product Targeting

17. Where to Compete? MarketSegments ______________________ ______________________ ______________________ ______________________ ______________________ Why? __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ Market Excellence for the Future: Market Targeting

18. How to Compete? Competitive Advantages ______________________ ______________________ ______________________ ______________________ ______________________ Why? __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ Our Intended Future:Customer Value Proposition

19. Future Business Model Resource 2 Resource 4 Resource 1 Competitive Advantage 1 Competitive Advantage 2 Resource 5 Resource 12 Resource 11 Resource 10 Resource 6 Competitive Advantage 4 Competitive Advantage 3 Resource 8 Resource 7

20. Part 3The Roadmap

21. Business Roadmap: Competence Building • Projects • ____________ • ____________ • ____________ • ____________ • ____________ 2014 ________ ________ ________ ________ ________ 2015 ________ ________ ________ ________ ________ 2016 _______ _______ _______ _______ _______ Responsible _______ _______ _______ _______ _______

22. Marketing and Sales Calendar2014 Revenue Cost Responsible/ Accountable Actions Timing D A A S J M O F J N M J ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ Total

23. Marketing Score Card

24. Marketing Score Card 2014 :Innovation New Products Marketing Actions Targets New Channels Marketing Actions Targets New Segments Marketing Actions Targets New Leads Marketing Actions Targets

25. Marketing Score Card 2014 :Marketing Mix Productivity Sales Person Productivity Focus (customers, channels, products) Targets <person> <person> <person> <person> <person> Trade Fair Focus (customers, channels, products) Targets <trade fair> <trade fair> <trade fair>

26. Marketing Score Card 2014 :Customer Response Initiatives Targets Customer Satisfaction Customer Complaints % Lost Customers Brand Valuation

27. Marketing Score Card 2014 :Financial Results • 2012 • ____ • ____ • ____ • ____ • ____ • ____ • 2013 • ____ • ____ • ____ • ____ • ____ • ____ • 2014 • ____ • ____ • ____ • ____ • ____ • ____ • D % • ____ • ____ • ____ • ____ • ____ • ____ • Product Line • ____________ • ____________ • ____________ • ____________ • ____________ • ____________ • Price % • ____ • ____ • ____ • ____ • ____ • ____ • Vol % • ____ • ____ • ____ • ____ • ____ • ____ • CGM • ____ • ____ • ____ • ____ • ____ • ____

28. Conclusions ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________

29. Annexes • E.g. Organization chart, details of product and market data, etc.