如何制作市场计划.pptVIP

Section 3.3Developing A Marketing Plan Wendy Umberger, Dawn Thilmany and Susan Hine Department of Agricultural and Resource Economics Colorado State University Section Summary Analyze strengths, weaknesses, opportunities and threats Research customers, costs and competition Develop the marketing mix using product, price, place and promotion Strategic Marketing Plan Marketing Component Focus on strength, weakness, opportunity and threat (SWOT) analysis of your three Cs: Customers Costs Competition Market research on marketing mix: Product Price Place Promotion SWOT Analysis Strengths = Opportunities Weaknesses = Threats ? Analyze: Company perspective Competition’s perspective What can be emulated or learned? Examples Of Business Strengths Good management Efficient business organization High employee satisfaction Excellent financial records Facilities in new or good condition Using current technology and information Using successful marketing techniques Examples OfBusiness Weaknesses Poor management Lack of communication between staff and management - disorganization High employee turnover Poor facilities Using out-dated technology Poor financial records Examples Of Market Opportunities Market trends, change in consumer tastes and preferences Available federal grant money Research proving the health benefits of a certain product you raise Zero to slight competition from others in your region Examples Of Market Threats Research indicating product is no longer safe for consumers’ health New entrants into the market (i.e., supermarkets selling own brand of “organic beef”) Existence of substitute products, or the inability to truly differentiate your product from others SWOT Analysis: Your Company What does your company do very well? What are your company’s weak areas? Where is your company most competitive? Why? What’s the difference between your product and others? What services or attributes set you apart? Your Company Where i