市场计划 marketing plan.doc

[Your Company Name] MARKETING PLAN Prepared for: [SPECIFY] Prepared by: [YOUR NAME] [YOUR TITLE] [DATE] Table of Contents Statement of Confidentiality Non-Disclosure 3 EXECUTIVE SUMMARY 3 1. SITUATION ANALYSIS 3 1.1 Industry Analysis 3 1.2 Sales Analysis 3 1.3 Competitive Analysis 3 1.4 Customer Analysis 3 1.5 SWOT Analysis 3 1.6 Analysis of Marketing Activities (if applicable) 3 2. OBJECTIVES 3 2.1 Corporate Objectives 3 2.2 Marketing Objectives 3 3. MARKETING STRATEGY 3 3.1 Market Segmentation Strategy 3 3.2 Targeting Strategy 3 3.3 Product Life Cycle 3 3.4 Potential Strategies 3 3.5 Core Strategy 3 4. MARKETING PROGRAMS 3 4.1 Marketing Mix 3 4.2 Loyalty Programs 3 4.3 Customer Service Support 3 4.4 Market Research 3 4.5 Personal Selling 3 4.6 Trust and Credibility 3 4.7 Trade Promotions 3 5. IMPLEMENTATION PLAN 3 5.1 Product Design and Development 3 5.2 Marketing Sales 3 5.3 Distributors 3 5.4 Resource Requirements 3 5.5 Scheduling 3 6. PERFORMANCE EVALUATION AND MONITORING 3 6.1 Monitoring Ad Campaigns 3 6.2 Sales Analysis 3 6.3 Profit and Loss Statements 3 6.4 Meeting Schedule 3 6.5 Customer Profiling 3 6.6 Salesforce Evaluation 3 7. FINANCIAL INFORMATION 3 7.1 Financial Capsule 3 7.2 Financial Assumptions 3 7.3 Budget 3 7.4 Sales Projections (5 years) 3 8. CONTINGENCY PLANS 3 8.1 Symptoms of Failure 3 8.2 Alternative Strategies 3 APPENDICES 3 Statement of Confidentiality Non-Disclosure This document contains proprietary and confidential information. All data submitted to [RECEIVING PARTY] is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with [YOUR COMPANY NAME]. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the documents content of its confidential nature. The recipient agrees to instruct each employee that they must not disclose any informat