Strategic Marketing Plan- directory.docVIP

 PAGE \* MERGEFORMAT 6 ‘Strategic Marketing Plan’: directory Part I: Strategic Marketing Chapter I: strategic marketing perspective (I, II, III, IV, V) Strategic marketing process To determine the company’s business mission to Analysis of the external environment (opportunities and threats analysis) Internal environment analysis (strengths / weaknesses analysis) SWOT Analysis Summary The formulation of goals Corporate strategy and marketing strategy formulation Marketing Activities Program Plan Marketing Management - Marketing Plan implementation of the program, control, evaluation and feedback Thinking Questions Chapter II: customers and potential customers (I, II) Who are the company’s current customer Who are your best customers and worst customers Why do customers buy your product or service How customers make choices Who are your potential customers How much is your market share Thinking Questions Chapter III: Industry and competitive analysis (I, II, III) The main economic characteristics of the industry What is this? How the structure of competition in the industry? How great a variety of competitive forces? Drivers of industry change what? Their impact? Competition in the industry to achieve a key factor in the success of what? Industry is really attractive? In excess of annual average earnings prospects? Industry total market demand analysis Industry Analysis Summary The company’s main competitors? Competitor’s strategy and objectives? Where the advantages of its competitors? Where weaknesses? Competitors may take action for that? Relative to competitors, where your strengths? What are your company’s competitive position? Thinking Questions Part II: Marketing Plan Chapter IV: Marketing Plan Overview Products or services you sell that? Where is your target market? What is the goal of your marketing? What are the factors that may prevent you to achieve these goals? Marketing mix decisions The formulation of mark