ENTREPRENEURSHIP SABIR MALIK LECTURE 07

The Marketing Plan

Outline for a Marketing Plan Situation analysis Situation analysis Background of venture Background of venture Market opportunities and threats Market opportunities and threats Competitor analysis Competitor analysis Strength and weaknesses of venture Strength and weaknesses of venture Marketing objectives and goals Marketing objectives and goals Marketing strategies and action programs Marketing strategies and action programs Budgets Budgets Controls Controls

Purpose and timing of the Marketing Plan  Marketing Plan should be an annual activity  It should focus on the strategies for the first three years of the business  The first year contains comprehensive goals and strategies  The second and third year contains the market projections

Marketing Research for the new venture Marketing research involves gathering data in order to determine information like: 1. Who will buy the product or service 2. What is the size of potential market 3. What price should be charged 4. What should be the distribution channel 5. What is the most effective promotion strategy

Marketing Research for the new venture (Contd…) Step 1: Defining the purpose or objectives 1. How much potential customers would be willing to pay for the product or service 2. Where potential customers would prefer to purchase the product or service 3. Where the customer would expect to hear about or learn such product or service

Marketing Research for the new venture (Contd…) Step 2: Gathering data from Secondary sources include: 1. Trade Magazines 2. Libraries 3. Government agencies 4. Universities 5. internet

Marketing Research for the new venture (Contd…) Step 3: Gathering information from primary resources include: 1. Observations 2. Networking 3. Interviewing 4. Focus group 5. Experimentation

Marketing Research for the new venture (Contd…) Step 4: Analyzing and interpreting the results includes: 1. Summarizing questions to answers 2. Preliminary insights 3. Cross tabulation of data for interpreting

Understanding the Marketing plan It is designed to provide the answers to three basic questions: 1. Where have we been? 2. Where do we want to go (short term)? 3. How do we get there?

Characteristic of Marketing Plan 1. Provide a strategy to accomplish the company mission. 2. Be based on facts and valid assumptions. 3. Provide for the use of existing resources. 4. Describe an organization to implement the plan. 5. Provide for continuity. 6. Be simple and short. 7. Be flexible. 8. Specify performance criteria that can be monitored and controlled.

Marketing Mix Marketing plan consists of following market variables: 1. Product 2. Price 3. Place 4. Promotion 5. People 6. Profit

Preparing the Marketing Plan Step 1: Defining the business situation The situation analysis is a review of where the company has been and considers many of the environmental factors The entrepreneur should provide a review of past performance of the product and the company Industry analysis should include information on market size, growth rate, suppliers, new entries, and economic conditions.

Preparing the Marketing Plan (Contd…) Step 2: Defining the Target market / Opportunities and threats The process of segmenting is: The process of segmenting is: –Decide what general market or industry you wish to pursue. –Divide the market into smaller groups based on characteristics of the customer. –Select segment or segments to target. –Develop marketing plan integrating the parts of the marketing mix.

Preparing the Marketing Plan (Contd…) Step 3: Considering strength and weaknesses includes: 1. Strong features of product 2. Excellent communication system in term of promotional activities 3. Reach to the customers in term of good distribution channel

Preparing the Marketing Plan (Contd…) Step 4: Establishing Goals and Objectives 1. This section would response to the question like Where do we want to go? 2. It includes the statements of level of performance desired by new venture

Preparing the Marketing Plan (Contd…) Step 5: Defining marketing strategy and action programs 1. It responds to the question "How do we get there?" 2. It also includes two areas like Product or service and Customer service

Preparing the Marketing Plan (Contd…) Product or service includes: The packaging The packaging Brand name Brand name Price Price Warranty Warranty Image Image Service Service delivery time delivery time Features Features Styles Styles Website Website

Preparing the Marketing Plan (Contd…) Customer Service Includes 1. Meeting customer needs and creating loyalty involves a number of low-cost steps: 2. In writing develop a statement of customer service principles. Train those employees who have direct contact with customers. 3. Establish a process for evaluating customer service. 4. Reward employees who are most effective in providing quality customer service. 5. Make regular contact with customers. 6. Invest in quality telephone equipment. 7. Meet customer expectations. 8. Customer service is especially important for e-businesses.

Preparing the Marketing Plan (Contd…) Pricing 1. One of the difficult decisions is determining the appropriate price for the product. 2. Factors such as costs, discounts, freight, and markups must be considered. 3. Marketing research can help determine a reasonable price that consumers are willing to pay.

Preparing the Marketing Plan (Contd…) Distribution. 1. This factor provides utility or makes the product convenient to purchase when it is needed. 2. This variable must be consistent with other marketing mix variables. 3. Type of channel, number of intermediaries and location of members should be described. 4. Regardless of the type of business, it is usually necessary for the new venture to have a website. 5. Direct mail marketing is one of the simplest and lowest in entry costs. 6. The entrepreneur should evaluate all possible options for distribution.

Preparing the Marketing Plan (Contd…) Promotion. 1. The entrepreneur needs to inform customers as to the product’s availability using advertising media such as print, radio, or television. 2. Usually television is too expensive unless cable television is a viable option. 3. Larger markets can be reached using direct mail, trade magazines, or newspapers. 4. A website may also create awareness and promote the product and services of the venture. 5. It is possible to make use of publicity as a means of introduction. 6. It is important that the marketing strategy and action programs be specific and detailed enough to guide the entrepreneur through the first year.

Preparing the Marketing Plan (Contd…) Other steps in marketing planning process includes: 1. Coordination of the Planning Process 2. Designing Responsibility for Implementation 3. Budgeting the Marketing Strategy 4. Implementation of the Marketing Plan 5. Monitoring Progress of Marketing Actions