英文市场计划模板.doc

Insert company logo Strategic Marketing Plan for The XYZ product line January 1, 2004 to December 31, 2006 Prepared by: Date: Executive summary Index Introduction Situation analysis Business definition and scope External environment — remote environment Economic forces Sociocultural forces Political-legal forces Technological forces The natural environment forces External environment — near environment Market review Competitive review Distribution channels and buyers (intermediary customers) End user customers Supply Critical success factors Summary of opportunities Summary of threats Internal capabilities Non-marketing capabilities Marketing capabilities Management Marketing strategies performance Problems and opportunities statement Marketing objectives and higher level marketing strategies Marketing mix strategies Budget Implementation plan Evaluation and control processes Page  Introduction Introduction  BUSINESS DEFINITION AND SCOPE BUSINESS DEFINITION AND SCOPE Mission Statement(s) Product Definition: At the industry level (total of all product categories): At each product category level Product categories targeted by our organization and our products competing in those categories Product category Products Competitors and their products competing in these product categories: Competitors Products The market - Customers (end users) – for the product categories targeted by our organization Scope  SITUATION ANALYSIS — REMOTE ENVIRONMENT ECONOMIC FORCES Scenario Implications Opportunities Rating* Threats Rating* Rating: 5 point scale degree of significance and for likelihood of occurrence: ‘extremely significant’ (5), ‘quite to highly significant’ (4), ‘significant’ (3), ‘reasonably significant’ (2) and ‘not very significant’ (1). Probability of occurrence: Ranging from ‘high probability of occurrence’ (5) to ‘not likely to occur’ in this time horizon (1). For exa