1. Copyright © Texas Education Agency, 2013. All rights reserved. Marketing Dynamics 1

2. The Marketing Plan Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts and schools educational use without obtaining permission from the Texas Education Agency; 2)Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3)Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4)No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. Copyright © Texas Education Agency, 2013. All rights reserved. 2

3. The Marketing Plan Goals Students can perform market analysis. Students can conduct a SWOT analysis. Students an create a marketing plan. Students can communicate effectively in a business setting. Students can develop effective correspondence. Students can apply written direction to achieve tasks. Students can make oral presentations. Copyright © Texas Education Agency, 2013. All rights reserved. 3

4. The Marketing Plan Goals – continued The student can prepare oral presentations to provide information for specific purposes and audiences. The student can construct support materials that will enhance an oral presentation. The student can align presentation strategies to the intended audience. Copyright © Texas Education Agency, 2013. All rights reserved. 4

5. The Marketing Plan Terms SWOT Business Ownership Business Plan Copyright © Texas Education Agency, 2013. All rights reserved. 5

6. The Marketing Plan Business Plan A proposal that describes the new business to potential investors. Description and analysis of the proposed business situation Organization and marketing plan Financial plan Copyright © Texas Education Agency, 2013. All rights reserved. 6

7. The Marketing Plan Company Goals What do you want your company to accomplish? Increase sales by 25% Reduce costs by 15% Introduce product into new market Copyright © Texas Education Agency, 2013. All rights reserved. 7

8. The Marketing Plan Description of Customers and Their Needs. What are their needs? Do they listen to TV or radio? How old are they? How often do they shop and where? Demographics Psychographics Geographics Product Benefits Copyright © Texas Education Agency, 2013. All rights reserved. 8

9. The Marketing Plan Competitors What products are offered by competitors? How do they promote their product? How do they price and distribute their product? Copyright © Texas Education Agency, 2013. All rights reserved. 9

10. The Marketing Plan SWOT Analysis Strength Weakness Opportunities Threats Copyright © Texas Education Agency, 2013. All rights reserved. 10

11. The Marketing Plan Economic, Social, Legal, and Technological Trends What are the trends? How will economic conditions and forecast affect business? What are the social trends? Environmental or legislative changes? Technological changes? Copyright © Texas Education Agency, 2013. All rights reserved. 11

12. The Marketing Plan Financial and Human Resources Is enough money available to fulfill marketing plan? Are their enough people to meet needs? Copyright © Texas Education Agency, 2013. All rights reserved. 12

13. The Marketing Plan Timeline When will piece of the plan be implemented? Ensure that products it not launched too early or too late. Promotion must meet distribution plans. Competitors may meet demand. Copyright © Texas Education Agency, 2013. All rights reserved. 13

14. The Marketing Plan Methods for Measuring Success What do financial reports look like? Has product share increased? Have company goal been met? How many new customers were gained? Copyright © Texas Education Agency, 2013. All rights reserved. 14

15. The International Marketing Plan Be aware of geographic, cultural, and political factors. Can your product be standardized or must it be adapted for local situations? Is your product affordable? Will the countries infrastructure allow for low-cost distribution? Copyright © Texas Education Agency, 2013. All rights reserved. 15

16. The International Marketing Plan Should advertising be modified for each country? Should you use strategic partnerships such as joint ventures for this country? Copyright © Texas Education Agency, 2013. All rights reserved. 16