Marketing plan case sample standard format
1. Cover
2. Table of Contents
3. Plan content
(1) Planning object environment
1. The macro environment of the planning object (political environment, legal environment, economic environment).
2. Local planning object environment (social and cultural environment, technological environment, natural environment, population environment).
3. The opportunities and threats provided by the above-mentioned environmental status and trends.
(2) Basic situation of competitors
1. Competitor profile: past sales, market share, sales, profits and other economic indicators.
2. Sales philosophy and culture: company philosophy, common values, business policy, business style, corporate mission, and goals.
3. Planning project overview.
(3) Market analysis
1. Market research
2. Market research: research topic, research methods, research results (data, charts).
3. Market planning.
4. Market characteristics.
5. Competitors line up - upper-ranking, same-ranking, and lower-ranking competitors (based on market share or sales).
6. Identification of the competitive landscape - whether a market leader, challenger, follower or filler is formed.
7. Market performance, marketing plans, competitive strategies, and competitive advantages of major competitors.
8. Marketing opportunities for this project.
9. Market analysis of similar projects in surrounding areas (market size and trends of specific regional industries, market structure of specific regional industries, market environment situation of specific regional industries).
10. Distribution map of similar planning objects in surrounding areas
11. Comprehensive market analysis of the project (market share, sales and other industry market statistics of the industry).
12. Analysis of project advantages and disadvantages (overall advantages and disadvantages; advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful in marketing aspects or areas).
13. Market opportunities and obstacles
(4) Project positioning
1. Project positioning points and theoretical support
2. Project demands and theoretical support
(5) Market positioning
1. Main market (target market) positioning and theoretical support points
2. Positioning and theoretical support of secondary market (auxiliary market)
(6) Owner status
1. Classification/distribution of owners.
2. Characteristics of owners (What do these owners look like? How do they live and how do they receive this service and related services?)
3. How many owners are there?
4. Owner’s consumption behavior/psychology (why decoration, what characteristics are sought during the decoration process? Decoration process, influencing factors before decoration).
5. Setting up decoration incentives.
(7) Development of marketing activities
1. The goal of marketing activities.
2. Target market.
3. Facing problems.
4. Competitive strategy, competitive advantages, and core capabilities.
5. Marketing positioning (determination of differentiated competitive points of difference).
(8) Marketing strategy
1. Planning strategy: (1) Planning concept; (2) Brand and packaging planning.
2. Price strategy: (1) Pricing ideas and price determination methods; (2) Price policy; (3) Management of the price system.
3. Channel strategy: (1) Channel selection; (2) Channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management.
4. Promotion strategy:
(1) General idea of promotion;
(2) Promotional means/method selection;
(3) Promotional concepts and themes;
(4) Promotional objects’
(5) Original promotional plan/plan, advertising plan, advertising strategy, advertising script;
(6) Promotional activity process;
(7) Effect of promotional activities;
(8) Promotional expenses.
5. Planning activity strategy (1) Event timing (2) Countermeasures (3) Effect prediction
(9) Marketing/Sales Management
1. Marketing/sales plan management.
2. Marketing/sales organization management:
(1) Organizational functions, job responsibilities, and work procedures;
(2) Personnel recruitment, training, assessment, and remuneration;
(3) Sales area management;
(4) Motivation, supervision and leadership of marketing/sales staff.
3. Control of marketing/sales activities:
(1) Financial control;
(2) Product control;
(3) Personnel control;
(4) Marketing/business activity control;
(5) Marketing/business activity control indicators, methods and usage forms.
(10) Sales service 1. Service concept, slogan, policy and goals. 2. Service commitments and measures. 3. Service system (organizational structure, responsibilities, procedures, processes, resources). 4. Service quality standards and control methods.
(11) Overall cost budget.
(12) Effect evaluation.
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