Marketing Plan University of Rio Grande amp; io Grande 营销计划里奥格兰德大学里奥格兰德amp；.pptVIP

Marketing Plan Industry Analysis Industry Analysis National/local trends Competitor Analysis Who are our competitors? What are their strategies? Market Research Define the Purpose or Objectives Gathering Information from Secondary Sources Gathering Information from primary Sources Observation, networking, interviews, experiments, focus groups Analyzing and Interpreting Results Understanding the Marketing Plan Road map Where have we been? Where do we want to go? How do we get there? Characteristics of Marketing Plan Provide Strategy for Goals or Mission Statement Base on fact and valid assumptions Describe organization to implement Provide continuity Size Include “what if” scenarios Performance criteria Marketing Plans Market System External Factors Economy Culture Technology Demand Legal Raw materials Competition Market System Internal Factors Financial resources Management Team Suppliers Company mission The Marketing Mix Marketing Mix Steps in Preparing the Marketing Plan Define the Business Situation Situation Analysis Define the Target Market/ Opportunities Threats Target Market Market Segmentation Basis The Marketing Mix Consider Strengths Weaknesses Establishing Goals and Objectives Where do we want to go? 6-8 Goals Define Marketing Strategy and Action Programs Product What is the product/service? What makes it unique? The Marketing Mix Pricing Costs Markups/Margins Competition Distribution Product image Geographic range Product type When can longer channels help? Competitive advantage Brokers or agents? The Marketing Mix Promotion Costs vs. Coverage Marketing Strategy B2B vs. B2C Budgeting Implementing Monitoring Contingency PLanning Marketing Plan Failure Lack of Real Plan Lack of Adequate Situation Analysis Unrealistic Goals Unanticipated Competitive Moves Product Deficiencies Acts of God * * *