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发布时间：2023-10-02 22:55:53 来源：文档文库
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MarketingPlan–SampleOutline
Thereareavarietyofstylesandformatsusedformarketingplans.Thefollowingsectionheadingswillhelpyouorganizeyourplan.Thecontentoftheplanismuchmoreimportantthanrigidadherencetoaspecificformat.I.ExecutiveSummary
TheExecutiveSummaryhighlightsthemaingoalsandrecommendationsofthemarketingplan.Itshouldalsobrieflyaddressbudgetrequirementsandhowsuccesswillbemeasured.II.BusinessOverview
ThissectionissometimereferredtoastheSituationAnalysissegment.Inatypicalmarketingplan,itcontainsrelevantbackgroundonthemarket,product,pricing,anddistributionsituationsaswellasoncompetitors.InformationCenterscandescribetheirbusinessinthesetermsaswell.Assumingtheplanningprocesstakesplaceattheendofafiscalyear,thissectionmaybearecapofthebusinessforthepast12months.Considerdescribingyourcustomerbase,servicesrequiredbyyourcustomers,andenvironmentalfactorsaffectingyouroperation.Yes,InformationCentershavecompetition.HowhastheInternetaffectedyourbusiness?Areotherdepartmentsloadingcontentfortheiruse?IncludeanyhardoranecdotaldataonROIavailabletoyou,aswellasinformationontheInformationCenter’simpactonthebusiness.
SomemarketingplantemplatesincludetheSWOT(Strengths,Weaknesses,Opportunities,ThreatsAnalysisinthissegment.OthersinsertaseparatesegmentdevotedtotheSWOTAnalysis.Inthelightofthebusinesssituationjustdescribed,youmustnowreflectonstrengthsandweaknessesofyouroperation,aswellasopportunitiesandthreatstobedealtwithinthecomingyear.III.TargetMarket
Howwelldoyouknowyourtargetmarket?Howwelldoyouunderstandtheirinformationneeds?Canyouarticulatewhatyourcustomersandpotentialcustomersneedasopposedtowhatyouoffer?Aretheregroupstowhomyoushouldbe“selling”whoarenotnow“buying”yourservices?Arethere
waystosegmentyourmarketsothatyoucanofferhighlyspecializedproductsandservicestovariousgroups,reflectingtheirbusinesspriorities?Whatkindofproductsshouldbeofferedtoabroadbaseofusers?Answeringthesequestionswillhelpyoudefineyourtargetmarket.IV.Goals
Whatdoyouwanttoachieve?Thegoalstatement(sshouldbechallengingandyet,attainable.Isitimportanttoincreasethenumberofdepartmentsserved?Whichdepartments?Doyouintendtoprovidemoretrainingprograms?Samplegoalstatementsmightread:
1.EstablishrelationshipwithLegalandRegulatoryDepartmentsinfirstquarter.
2.Reducestafftimespentoncall-in,adhocrequestsforhelpwithInternetsearchingV.MarketingStrategies
Herestrategiesandprogramsareoutlinedwhichwillhelpusreachthegoalsoutlinedabove.Forthetwogoalssuggestedpreviously,strategiesmightreadasfollows:
1.ProvidedailynewsdeliveryforallpersonsinLegalandRegulatoryDepartmentsontrialbasisfor2weeksasfirststepinincreasingbusinesswiththesedepartments.2.IncreasethenumberofInternettrainingsessionsby10%overthecourseoftheyear.VI.ImplementationTactics
Tasksrequiredtoimplementandmonitoreachstrategy
