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© Moenaert & Robben Marketing Plan: ________ <2014+>

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Presentation on theme: "© Moenaert & Robben Marketing Plan: ________ <2014+>"— Presentation transcript:

1 © Moenaert & Robben Marketing Plan: ________ <2014+>

2 © Moenaert & Robben Business Definition and History

3 © Moenaert & Robben Business Objectives BHAG (‘Big Hairy Audacious Goal’) for product lineBHAG (‘Big Hairy Audacious Goal’) for product line Commercial goals for next 3 yearsCommercial goals for next 3 years Commercial target for next yearCommercial target for next year

4 © Moenaert & Robben Part 1 Present Situation Analysis

5 © Moenaert & Robben Way-to-Market Architecture Company Influencers, e.g., Advisers Advisers Regulatory institutionsRegulatory institutions MediaMedia End-Customer Segments Segment 1 Segment 2 Segment 3 Segment 4 Sales per (sub)channel (%) Sales per segment (%) Nature of relationship, support & reputation Influence Direct Channels e.g., Face-to-FaceFace-to-Face InternetInternet Indirect Channels e.g.: Distributors & ResellersDistributors & Resellers SuppliersSuppliers OEMs and ConvertorsOEMs and Convertors

6 © Moenaert & Robben Contemporary Situation Market Mix % <....> Segment Size (€) Mkt. Share % € (000) Market Segments ProductsTotal(€)Market Size (€) Market Share (%) Total (€) Product Mix % 100 % Total Sales (000 €) : 2011 : 2012 : 2013 : 2014 : (plan) 2015 : (est.)

7 © Moenaert & Robben Our Customer Value Proposition Comp. Advantage __________________________________ Explanation________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

8 © Moenaert & Robben Basic Requirements Basic Requirement __________________________________ Explanation________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

9 © Moenaert & Robben Present Business Model Competitive Advantage 3 Competitive Advantage 4 Competitive Advantage 1 Competitive Advantage 2 Resource 10 Resource 5 Resource 1 Resource 2 Resource 4 Resource 8 Resource 7 Resource 6 Resource 11 Resource 12

10 © Moenaert & Robben Competitive Analysis Industry Competitors:Industry Competitors: Substitutes:Substitutes: New Entrants:New Entrants: Suppliers:Suppliers: Buyers:Buyers:

11 © Moenaert & Robben Market Analysis: The STEP-Issues Social Context:Social Context: Techological Context:Techological Context: Economic Context:Economic Context: Political Context:Political Context:

12 © Moenaert & Robben Opportunities & Threats Opportunities ________________________________________________ Threats

13 © Moenaert & Robben Key Weaknesses Weakness ____________________________________ Explanation ______________________________

14 © Moenaert & Robben Summary Present Situation ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

15 © Moenaert & Robben Part 2 How to compete in the future?

16 © Moenaert & Robben Market Excellence for the Future: Product Targeting Where to Compete? Product lines ____________________________________________ Why?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

17 © Moenaert & Robben Market Excellence for the Future: Market Targeting Where to Compete? Market Segments ____________________________________________ Why?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

18 © Moenaert & Robben Our Intended Future: Customer Value Proposition How to Compete? Competitive Advantages ____________________________________________ Why?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

19 © Moenaert & Robben Future Business Model Competitive Advantage 3 Competitive Advantage 4 Competitive Advantage 1 Competitive Advantage 2 Resource 10 Resource 5 Resource 1 Resource 2 Resource 4 Resource 8 Resource 7 Resource 6 Resource 11 Resource 12

20 © Moenaert & Robben Part 3 The Roadmap

21 © Moenaert & Robben Business Roadmap: Competence Building Projects ____________ ____________ 2014________________________________________2015________________________________________2016___________________________________Responsible___________________________________

22 © Moenaert & Robben Marketing and Sales Calendar 2014 ______________ ______________ Actions Total Cost Revenue Responsible/Accountable Timing ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ J F M A M J J A S O N D

23 © Moenaert & Robben Marketing Score Card

24 © Moenaert & Robben Marketing Score Card 2014 : Innovation New Products Marketing Actions Targets New Channels Marketing Actions Targets New Segments Marketing Actions Targets New Leads Marketing Actions Targets

25 © Moenaert & Robben Marketing Score Card 2014 : Marketing Mix Productivity Focus (customers, channels, products) Targets Sales Person Productivity Trade Fair Focus (customers, channels, products) Targets

26 © Moenaert & Robben Marketing Score Card 2014 : Customer Response InitiativesTargets Customer Complaints % Lost Customers Brand Valuation Customer Satisfaction

27 © Moenaert & Robben Marketing Score Card 2014 : Financial Results Product Line ____________ ____________ 2012________________________2013________________________2014________________________ D % ________________________ Price % ________________________ Vol % ________________________CGM________________________

28 © Moenaert & Robben Conclusions ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

29 Annexes E.g. Organization chart, details of product and market data, etc.E.g. Organization chart, details of product and market data, etc.


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