1. Marketing Plan

2. Industry Analysis Industry Analysis Industry Analysis National/local trends National/local trends Competitor Analysis Competitor Analysis Who are our competitors? Who are our competitors? What are their strategies? What are their strategies?

3. Market Research Define the Purpose or Objectives Define the Purpose or Objectives Gathering Information from Secondary Sources Gathering Information from Secondary Sources Gathering Information from primary Sources Gathering Information from primary Sources Observation, networking, interviews, experiments, focus groups Observation, networking, interviews, experiments, focus groups Analyzing and Interpreting Results Analyzing and Interpreting Results

4. Understanding the Marketing Plan Road map Road map Where have we been? Where have we been? Where do we want to go? Where do we want to go? How do we get there? How do we get there?

5. Characteristics of Marketing Plan Provide Strategy for Goals or Mission Statement Provide Strategy for Goals or Mission Statement Base on fact and valid assumptions Base on fact and valid assumptions Describe organization to implement Describe organization to implement Provide continuity Provide continuity Size Size Include “what if” scenarios Include “what if” scenarios Performance criteria Performance criteria

6. Marketing Plans Market System Market System External Factors External Factors Economy Economy Culture Culture Technology Technology Demand Demand Legal Legal Raw materials Raw materials Competition Competition Market System Market System Internal Factors Financial resources Management Team Suppliers Company mission

7. The Marketing Mix Marketing Mix Marketing Mix Steps in Preparing the Marketing Plan Steps in Preparing the Marketing Plan Define the Business Situation Define the Business Situation Situation Analysis Situation Analysis Define the Target Market/ Opportunities & Threats Define the Target Market/ Opportunities & Threats Target Market Target Market Market Segmentation Market Segmentation Basis Basis

8. The Marketing Mix Consider Strengths & Weaknesses Consider Strengths & Weaknesses Establishing Goals and Objectives Establishing Goals and Objectives Where do we want to go? Where do we want to go? 6-8 Goals 6-8 Goals Define Marketing Strategy and Action Programs Define Marketing Strategy and Action Programs Product Product What is the product/service? What is the product/service? What makes it unique? What makes it unique?

9. The Marketing Mix Pricing Pricing Costs Costs Markups/Margins Markups/Margins Competition Competition Distribution Distribution Product image Product image Geographic range Geographic range Product type Product type When can longer channels help? When can longer channels help? Competitive advantage Competitive advantage Brokers or agents? Brokers or agents?

10. The Marketing Mix Promotion Promotion Costs vs. Coverage Costs vs. Coverage

11. Marketing Strategy B2B vs. B2C B2B vs. B2C Budgeting Budgeting Implementing Implementing Monitoring Monitoring Contingency PLanning Contingency PLanning

12. Marketing Plan Failure Lack of Real Plan Lack of Real Plan Lack of Adequate Situation Analysis Lack of Adequate Situation Analysis Unrealistic Goals Unrealistic Goals Unanticipated Competitive Moves Unanticipated Competitive Moves Product Deficiencies Product Deficiencies Acts of God Acts of God