如何制定市场计划.ppt

* * * * * * * * * * * * * External Audit For Uncontrollable variables Internal Audit For controllable variables * * * * * * * * * * * * * * * * * Marketing Audit Procedure Marketing environment audit Marketing strategy audit Marketing organization audit Marketing system audit Marketing productivity audit Marketing function audit Marketing excellence review Ethical and social responsibility review SWOT Analysis Opportunities Threats Strengths ST SO Weakness WT WO Internal External Corporate Planning Step 5: Corporate Plans Step 4: Plans Step 3: Objective and Strategy Setting Step 2: Management Audit Step 1: Corporate Financial Objective Issue: corporate objectives and strategies Marketing “ … Marketing Distribution Manufacturing Financial Personnel Marketing Distribution Manufacturing Financial Personnel Marketing Distribution Manufacturing Financial Personnel Targeted Growth in Sales and earnings Elements ofCorporate Plan The desire level of profitability Business boundaries What Kinds of products will be sold to what kinds of market (Marketing) What Kinds of facilities will be developed (Production and distribution) The size and character of the labor force (Personnel) Funding (Finance) Technology to be developed (Research and development) Other corporate objectives Social Responsibility and corporate Stock-market Employer image Assumptions This is one of the most critical steps in the preparation of a marketing plan because it is the easiest step to do carelessly. They should be: Key, Critical and few in Number Consistent with relevant known facts With defensible assumptions Examples: Industrial overcapacity will increase from 105 percent to 115 percent as new plants come into operation. Price competition will force price levels down by 10 percent across the board. A new product that competes with ours will be introduced by our major competitor before the end of the second quarter. 4. Diversification Market Development New Markets Market Penetration Existi