The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies.
Essentially the Marketing Plan:
• forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
• forces the marketing personnel to look externally in order to fully understand the market in which they operate.
• sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
• is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is generally undertaken for one of the following reasons:
1. Needed as part of the yearly planning process within the marketing functional area.
2. Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem.
3. Is a component within an overall business plan, such as a new business proposal to the financial community.
There are many ways to develop and format a marketing plan. The approach taken here is to present a 6-Part plan that includes:
1. Purpose and Mission
2. Situational Analysis
3. Marketing Strategy and Objectives
4. Tactical Programs
5. Budgets, Performance Analysis and Implementation
6. Additional Consideration
This plan is aimed at individual products and product lines, however, it can be adapted fairly easily for use in planning one or more strategic business units (SBU). The page length suggested for each section represents a single-spaced typed format for a plan focused on a single product. Obviously for multi-product plans lengths will be somewhat longer.
It is assumed that anyone developing a Marketing Plan possesses a working understanding of marketing principles. If you do not, it is suggested you spend considerable time learning about basic marketing through the previous sections of the Principles of Marketing Tutorials.
Note, throughout the plan the word "product" is used. However, the information presented in the Marketing Plan tutorials applies to both products and services
Part 1: Introduction
Part 1 of the plan is designed to provide the reader with the necessary information to fully understand the purpose of the marketing plan. This part also includes organizational background information, which may be particularly important if the audience for the plan is not familiar with the company, such as potential financial backers.
This part of the plan contains two key components:
1. Purpose of the Marketing Plan
2. Organization Mission Statement
Some of the information, in particular the mission statement, may require the input of upper-management. The information in this part will prove useful later in the plan as a point of reference for material that will be introduced (e.g., may help explain pricing decisions). In cases in which there are separately operated divisions or SBU, there may also be mission statements for each.
Purpose of the Marketing Plan
The main body of the Marketing Plan often starts with the planner providing the rationale for the plan. The tasks associated with this section are to (Length: 1 paragraph):
• Offer brief explanation for why this plan was produced
o e.g., introduce new product, enter new markets, continue growth of existing product, yearly review and planning document, etc.
• Suggest what may be done with the information contained in the plan
o e.g., set targets to be achieved in the next year, represents a departmental report to be included in larger business or strategic plan, etc
Organization Mission Statement
For larger firms this may already exist in a public way (e.g., found in annual report, found on corporate website) but for many others this may need to be formulated.
The organization mission statement consists of a short, finely-honed paragraph that considers the following issues (Length: 1 paragraph):
• Identifies a stable (i.e., not dramatically changing every year), long-run vision of the organization that can answer such questions as:
o Why is the company in business?
o What markets do we serve and why do we serve these markets?
o In general terms, what are the main benefits we offer our customers?
e.g., a low price software provider may state they offer “practical and highly affordable business solutions”
o What does this company want to be known for?
o What is the company out to prove to the industry, customers, partners, employees, etc.?
o What is the general corporate philosophy for doing business?
o What products/services does the company offer?
• In developing the vision presented in the mission statement consider:
o Company History
How company started and major events of the company, products, markets served, etc.
o Resources and Competencies
Consider what the company currently possesses by answering the following:
What are we good at?
What is special about us compared to current and future competitors (in general terms do not need to mention names)?
What do we do that gives us a competitive advantage?
Consider the questions above in terms of:
people, products, financial position, technical and research capabilities, partnership/supply chain relations, others
o Environment
Consider the conditions in which company operates including:
physical (e.g., facilities), equipment, political regulatory, competitive, economic, technological, others
الخطة التسويقية : هي عبارة عن كم من المعلومات الدقيقة – وبحث عالي من الدقة – امل ... مكتوب على هيئة تقرير بصورة جيدة
حيث انه يعتبر وثيقة اساسية لقسم التسويق الداخلي والخارجي في الشركات الكبيرة
اساس خطة التسويق
- وجود افراد في التسويق الداخلي البحثي من اجل فهم كامل لنتتائج التقارير السابقة
- وجود موظفي تسويقيين خارج المنظمة التسويقية مسؤولين عن فهم التسوق الخارجية التي تعمل فيها
- فهم ودعم وتحديد الأهداف المستقبلية وتقديم التوجيه للجهود التسويقية في المستقبل
- الخطة التسويقية هي عنصر اساسي للحصول على التمويل لأي مبادرات جديدة
اسباب عمل خطة التسويق
- خطة التسويق لازمة كجزء من عملية التخطيط السنوي داخل وظيفة التسويق
- الحاجة دائما لوضع استراتيجيه متخصصه لتقديم شيئ جديد مثل " تخطيط المنتج الجديد – فتح اسواق جديدة "
- محاولة وضع استراتيجية جديدة لإصلاح اي مشاكل قائمة
- خطة التسويق هي عنصر من ضمن خطة العمل الشاملة مثل " اقتراح اعمال جديدة للمجتمع المالي "
طرق تطوير وتنسيق خطة التسويق
1- الفرض والمهمة
2- تحليل الموقف
3- اهداف واستراتيجيات التسويق
4- البرامج التكتيكية
5- الميزانيات وتحليل الاداء
6- اضافة وجهات النظر
ليست هناك تعليقات:
إرسال تعليق
ملحوظة: يمكن لأعضاء المدونة فقط إرسال تعليق.