...a Marketing Plan Have a plan. Follow the plan, and you’ll be surprised how successful you can be. Most people don’t have a plan. That’s why it’s easy to beat most folks. —Paul “Bear” Bryant, football coach, University of Alabama WHY WRITE A MARKETING PLAN?1 A s a student, you likely plan out much for the firm, marketing objectives and strategy in your life—where to meet for din- specified in terms of the four Ps, action programs, ner, how much time to spend study- and projected or pro forma income (and other ing for exams, which courses to take financial) statements—enables marketing per- next semester, how to get home for winter break, sonnel and the firm as a whole to understand and so on. Plans enable us to figure out where we their own actions, the market in which they want to go and how we might get there. operate, their future direction, and the means to For a firm, the goal is not much differ- obtain support for new initiatives.2 ent. Any company that wants to succeed (which Because these elements—internal activ- means any firm whatsoever) needs to plan for ities, external environments, goals, and forms a variety of contingencies, and marketing repre- of support—differ for every firm, the marketing sents one of the most significant. A marketing plan is different for each firm as well. However, plan—which we defined in Chapter 2 as a written several guidelines apply to marketing plans...
Words: 7293 - Pages: 30
...Your Security, Our Priority Your Security, Our Priority SPYTECH LTD SPYTECH LTD BUSINESS PLAN 2014 BUSINESS PLAN 2014 Contents EXECUTIVE SUMMARY 3 THE BUSINESS 3 Mission 4 Vision 4 Core Values 4 Objectives 4 MANAGEMENT TEAM 5 COMPANY STRUCTURE, OWNERSHIP & INTELLECTUAL PROPERTY 5 Structure 5 Ownership 6 Personnel Plan 6 Patents 7 INDUSTRY ANALYSIS 7 Competitive Edge 7 Porters Five Force Analysis 8 MARKET ANALYSIS 9 Target Market 9 Market trends and needs 9 Main Competition 9 MARKETING PLAN 9 Product Description 9 Pricing strategies 10 Promotion: 11 Place: 11 Milestones 12 WEB PLAN SUMMARY 12 Website Marketing Strategy 13 Development Requirements and Design 13 OPERATIONS PLAN 13 Operating Hours 13 Daily Operations 13 Distribution Channels 13 FINANCIAL PLANS 14 Pro Forma Profit and Loss 14 Pro Forma Balance Sheet 15 Pro Forma Cash Flow 16 APPENDIX 17 Startup Summary 17 Startup Funding 18 Break Even Analysis 19 Business Ratios 20 EXECUTIVE SUMMARY SpyTech Limited is a Private Limited Company that wants to ensure the safety of all the citizens. Security is a crucial aspect for everyone. Various companies offer this security service, but it still does not stop a large percentage of crime actually taking place. We are still a long way from actually preventing the crime before it happens. SpyTech Ltd provides a software that will be using behavioral analytics...
Words: 3014 - Pages: 13
...[pic] Introduction to Marketing 33:630:301:05 Classroom: Tillett Hall – Room 116 Session: January 23, 2012 – May 7, 2012 Time: Monday Evenings 6:40 – 9:30 Course Web Page: http://blackboard.rutgers.edu Professor: Edward Filippazzo E-Mail: eaf@andromeda.rutgers.edu Phone: 973-464-1385 Office Hours: By Appointment Textbook: Kerin, Hartley, and Rudelius, Marketing (10th ed.), McGraw-Hill, 2009. Study Aid on the Web: http://highered.mcgraw-hill.com/sites/0073404721/student_view0/ Course Description The objective of this course is to provide students with an introduction to marketing and the basic areas that comprise this discipline. Course content includes review of marketing theories, concepts, key terms and tools used in the consumer, reseller, services and industrial markets. Also addressed is the integration of marketing in the broader business context and the role it plays in today’s society. Course Format This course will use the textbook above to guide lectures, class discussion, assignments and exams. Multiple chapters from the text will be discussed during each class lecture. The lectures will discuss the theories and concepts, tools and techniques used in marketing, as well as provide examples of how these have been applied. Lectures will include content and discussion beyond what is provided in the textbook. Attendance and Participation ...
Words: 863 - Pages: 4
...INBM 100’s Project International Strategic Marketing Plan This project will cover all the first semester courses of the International Business Management Program at St. Lawrence College. The students are required to form a group of three and the members should remain unchanged during the semester. Each group is required to choose a new or existing product or service offered by a company headquartered in Canada. STRUCTURE Overview of the Client Identify the various environment of the client • Business environment INBM 102 Henry summarize business and contract law in Canada describe the international regulatory framework INBM 103 Victor recognize the characteristics of a global marketplace How do you need to modify or create products and services designed for the local conditions? How can you build businesses across these global social networks? How can you build consumerism and use social networks to build markets for your products? What is the right balance of your products needed to connect with the market? How can you create the offerings and positioning to reach your youthful markets? How can you grow a large business by thinking small payments, packages, and products? How can you find opportunities in the holes in the infrastructure? How you create the technologies, or ride the technologies, to allow your business to jump with the market? How can you create the distribution networks to reach the market? Is...
Words: 594 - Pages: 3
...Company G 3-Year Marketing Plan Date: 3/09/2015 Mentor Name: Victoria Lutter-Cooper Table of Contents Introduction 3 Mission Statement 3 Product Description and Classification 3 Consumer Product Classification 4 Target Market 4 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 6 Weaknesses 6 Opportunities 7 Threats 7 Market Objectives 8 Product Objective 8 Price Objective 8 Place Objective 8 Promotion Objective 8 Marketing Strategies 8 Product Strategies 9 Price Strategies 9 Place Strategies 9 Promotion Strategies 9 Tactics and Action Plan 9 Product Action Plan 9 Price Action Plan 10 Place Action Plan 10 Promotion Action Plan 10 Monitoring Procedures 10 Introduction G Inc. is an American multinational technology corporation that sells, repairs, and supports computers and other technology. G Inc. was founded by Michael Gell in 1984 with a dream to bring a computer into every American household. In 1986 the 1st Gell computer was sold featuring an Intel 8088 processor, 10MB hard drive, and 6.26 floppy disk drive. Keeping the American household in mind, G Inc. was among the first computers companies to establish “Next-day, at-home product assistance.” Presently G Inc. is # 1 in PC monitor sales, with plans to become the # 1 PC Company in the world. Mission Statement “We enable consumers to improve the quality and...
Words: 3423 - Pages: 14
...MKG310 MARKETING STRATEGY Session 3 Dr. Barbara Caemmerer, Mrs. Catherine Bruneteaux-Swann, Dr. Sana Rouis, Mr. Bernard Grieu, Mr. Reed Meister, Mrs. Elodie Jouny-Rivier, Mrs. Alice Darmon and Mr. Neil Thomas. Course Coordinator: Dr. Sana Rouis sana.rouis@essca.fr COURSE OUTLINE INTRODUCTION TO STRATEGIC MARKETING PLANNING AND MARKET ANALYSIS Session 1: Introduction to Course Session 2: Strategic Marketing Planning Session 3: Market Analysis (1) – The Internal and External Environment Session 4: Market Analysis (2) – Buyer Behaviour DEVELOPING DOMESTIC MARKETING STRATEGY Session 5: Strategy Development Session 6: Segmentation, Targeting and Positioning Session 7: Marketing Mix (1) – Product and Price Policy Session 8: Marketing Mix (2) - Distribution and Communications Policy Session 9: Student Presentations (Project Stage 1) STRATEGIC MARKETING CONSIDERATIONS AND IMPLEMENTATION Session 10: Developing and Maintaining Long-Term Customer Relationships Session 11: Marketing Implementation Session 12: Marketing Control Session 13: Student Presentations (1) (Project Stage 2) Session 14: Student Presentations (2) (Project Stage 2) and Class Revision Key Learning Objectives : Develop capacity to analyse a situation/environment and identify/integrate relevant information Design and implement a marketing plan in coherence with the organisation’s strategy and environment TODAY’S SESSION • Review of last session • Market Analysis • • • • Student presentation Conducting a situation...
Words: 2237 - Pages: 9
...1.0 Executive Summary The purpose of this business plan is to raise $100,000 for the development of an automotive repair shop while showcasing the expected financials and operations over the next three years. The Automotive Repair Shop, Inc. (“the Company”) is a New York based corporation that will provide automotive repair services and part sales in its targeted market. The Company was founded in 2009 by John Doe. 1.1 Products and Services The Automotive Repair Shop will be engaged in the business of providing automobile repair and other automotive services to the general public. The Company has the ability to service almost any domestic or foreign automobile. The Company will generate revenues from both the sale of mechanic labor and from after-market replacement automobile parts. Once Mr. Doe brings the business to profitability, he intends to further expand the after-market auto parts revenue center and increase the sports tuning services, which command higher premiums that standard automotive repair. The third section of the business plan will further describe the services offered by the Automotive Repair Shop. 1.2 The Financing Mr. Doe is seeking to raise $100,000 from as a bank loan. The interest rate and loan agreement are to be further discussed during negotiation. This business plan assumes that the business will receive a 10 year loan with a 9% fixed interest rate. 1.3 Mission Statement The Automotive Repair Shop’s mission is to become the recognized leader...
Words: 1713 - Pages: 7
... | PRINCIPLES OF MARKETING BA003IU 1. COURSE STAFF Lecturer: Nguyen Thi Huong Giang Room: A207 E-mail: giangnth@hcmiu.edu.vn (preferred contact method) Consultation Hours: Anytime with appointment, from Monday to Thursday All students are advised to make appointment in advance. 2. COURSE INFORMATION 2.1 Teaching times and Locations Lecture: 8am-11am Monday Venue: L102 2.2 Units of Credit This course is worth 3 credits. 3. COURSE DESCRIPTION: National markets are now in a period characterised by ‘exchange relationships’ where the principal focus is on sets of integrated activities geared to serve the interests of the customer first. The role of the marketer, therefore, is to facilitate exchange transactions in an increasingly challenging environment. This justifies the development of an understanding of the micro and macro dimensions of the wider environment as the participant works through the learning activities of this course. Marketers are expected to be receptive to shifts in customer preferences, attitudes, and loyalties to a brand or a product. There is equally a genuine interest in the capacity of markets (consumers) to engage or respond to demand for innovation in product or service characteristics. At the same time developing a coherent marketing plan depends upon a range of skills, insights, and methodologies, but the focus of your endeavours...
Words: 1644 - Pages: 7
...Business Plan Template Please include the following three things at the beginning of the business plan: |1. |Cover Page | |2. |Table of Contents | |3. |Executive Summary | Cover Page Please mention the title as `Business Plan' in the Cover Page and include the followings: |1. |Name of enterprise | |2. |Name of entrepreneurs | |3. |Logo of the Company (if any) | |4. |Address (Office & factory) | |5. |Phone / Mobile no. | |6. |Fax | |7 |E-mail | |8. |Website | Table of Contents |Sl |Content |Pages | |I |Executive Summary | | |II |Brief Description of the Business | | |III |Description of Product/ Service | | |IV |Marketing Plan...
Words: 2679 - Pages: 11
...Restaurant Business Plan - Blue Note Café University Name: Confidentiality Statement This documents and the provided information in it are strictly confidential and is addressed to a specific personal with an understanding that the addressed personal will adhere to the confidentiality clause and will not disclose or distribute any part of this plan to third parties without the prior written permission of the author. Information includes any data, reports, schedules, or attachments that may be contained in or referred to in this document. Executive Summary Blue Note Café is a single-unit, medium-sized restaurant. We focus on natural food and avoid use of inorganic ingredients and provide creative services. The restaurant will be located in New York. Financial success is most important for us but high-quality of service and customer satisfaction is highest on the priority list of Blue Note Café. Business Plan Business plan of Blue Note Café is divided into three sections: i. Mission ii. Objectives iii. Business Concept Mission Blue Note Café is a blend of traditional-modern trend and a hygienic place to eat with a combination an intriguing comforting atmosphere with excellent and interesting food that is also very good for the people who mostly like home cooked food. It will be a rewarding place for employees, which is reflected in their service delivery. Objectives 1. Generate Sales of 100%+70% for an investment of $1000 dollars per month...
Words: 2091 - Pages: 9
...Market Assessment EXCEL Business Consulting 1 Market Plan Weakness One of the most critical flaws when you “know all about” your technology, is that often you over look what you don’t know about your business. Market plans based on assumptions and secondary research do not give you enough information about your customers Consumers perceptions may differ from the reality, and are as important to understand. ? 2 Determining Your Market? Your Business Plan should be based on market research to avoid pitfalls, including: Too small or to broad a target market Lack of real product/service advantage Not knowing which features / benefits drive consumption Bad timing Not knowing what the customer wants 3 The Marketing Planning Process Build the Foundation With a Market Assessment 4 Assessment of the Current Situation The entrepreneur must perform both: 1. Research and Analyze • Secondary 2. Understand markets and customers • Primary 5 What does research provide? Answers the question “who is your customer”. Determines best distribution channels to reach these customers Determines market positioning; uniqueness, pricing, competitive advantage, who cares and why. Enables you to complete the remaining steps of the market planning process with more accuracy 6 Understanding your customer External analysis involves – – – – – – – What are you really selling? savings, safety, new market access??? What are the regulations and legal barriers...
Words: 978 - Pages: 4
...Entrepreneur Business Plan Outline Cover Page (Do this page last!) Name of the company (full business name): Company address: Company phone number(s) including phone Company fax number Company email Company website Company logo or other graphic depicting the business Name(s) of owners Title(s) Owner(s) Address; Month and year the plan was completed. A Sample Cover Page A Business Plan for Wool ‘n Wood 219 Cloverleaf Place Lincoln NE 68583 phone: 555-578-9797 fax: 555-578-9797 Business email: Wooly@Wool’nWood.biz Woody@Wool’nWood.biz Company website: www.Wool’nWood.biz W(W Wooly Woody Jane Doe, President Bill Smith, CEO 219 Cloverleaf Place 2345 Apple Way Lincoln, NE 68583 Lincoln, NE 68583 May 2008 Table of Contents (You’ll develop this section after writing the business plan and executive summary.) The table of contents should show major section headings and the page number that starts the section. It’s even better if you can show the detailed subheadings under the major sections with corresponding page numbers. Section I. Executive Summary (You’ll develop this section after completing your business plan.) Write a one to two page summary representing the various sections of your Business Plan. Your goal is to make...
Words: 1866 - Pages: 8
...THE MARKETING PLAN Getting started: 1) Perform background research on the business category to gain an understanding of buyer behavior, key industry players, key factors that influence the market, etc. (These sources should be shown in the “Sources” section of your paper. 2) Identify the initial parts of a good marketing plan (i.e. competition, background industry information, and external impacts, etc.) 3) Do a thorough SWOT analysis, and make it prominent in your report. This, of course, supports your recommendations. (Again, document all sources.) 4) Do a study of consumer behavior based on demographics, and other secondary sources. (Document all sources.) 5) Identify segments and differences between segments. 6) From this background preparation, write the marketing plan to target the segment(s), complete with goals and strategies to support the pursuit of these goals (1st year to 5th year). See the sample outline below. 7) It is suggested you start your work on this project early in the semester. You may consult with me at any time as you progress to completion. I will check with each student as to the progress of their marketing plan no later than June 29. 8) Academic honesty is expected. Any instances of plagiarism will be dealt with in accordance with university policy. 9) Charts and graphs (either in the body of the report or in appendices) are encouraged in order to illustrate certain key points in your marketing plan...
Words: 1061 - Pages: 5
...Management Human Capital & Entrepreneurship Business Plan GOZDESI SPECIAL EVENT PLANNING & MANAGEMENT Muhammed Furkan YILDIZ Student Number: C0176KEKE1113 Lecturers : David Hall & Rajendra Kumar Date: 18.02.2014 TABLE OF CONTENTS 1. ExecutiveSummary.....................................................................................................................3 2. BusnessDescription....................................................................................................................3 3. Vision and Mission Statement....................................................................................................4 4. Content of the Business.............................................................................................................4 5. Main Partners.............................................................................................................................5 6. Business Opportunities...............................................................................................................5 7.1. Industry Analysis..........................................................................................................................6 7.2. Location Analysis..........................................................................................................................6 7. Finance...........................................................................
Words: 2389 - Pages: 10
...Write a marketing plan |Version no and date | | Business details |Name of business owner | | |Name of business | | |Business address | | |Post code | |Telephone | | |Home address | | |Post code | |Home telephone | | |Date business commenced | | |Legal status | ...
Words: 1690 - Pages: 7
