10Fab 4S服务品牌营销战略 三教材编辑.pptVIP

企业愿景 经营使命 终极战略;Support;Philosophy/ 想法, 看法; ;182小时可以学会如何交流;公司计划;制定营销计划的流程 一份完整的营销计划的编制流程图;MARKETING PLAN WORKSHEETS I. Executive Summary （营销计划综述）。。。。。。。。。。。。。 The executive summary is a synopsis of the overall marketing plan. The executive summary is easier to write if you do it last, after you have written the entire marketing plan. II. Environmental Analysis （动态环境SWOT分析）。。。。。。。。 A. The External Environment（外部环境问题了解分析？） Political System and stability ？ Economic growth and stability ？ Social and Cultural trends ？ Technology Changes and production factors ？ Legal, Regulatory factors Education and Employment factors ？ Environmental Protection and Geographical factors ? B. The Customer/ Market Environment / 5W1H（顾客/市场/环境问题?） Who are our current and potential customers ? What do our customers do with our products ? Where do our customers purchase our products ? When do our customers purchase our products ? Why (and not) do our customers select our products ? How do potential customers purchase our products ?; C. Internal (Organizational) Environment（内部/组织/环境） Review of marketing goals, objectives, and performance ? Review of current and anticipated organizational resources ? Review of current and anticipated cultural and structural issues ? Review of Competitive edges and forces ？……….. III. SWOT Analysis（SWOT分析）。。。。。。。。。。。。 A.?????Strengths ……… B. Weaknesses ……… C.??? Opportunities ……….. 　 D. Threats ………. ? E. The SWOT Matrix Strengths: Weakness: