Microsoft Bookshelf CD-ROM Reference Library/BOOKSHELF.ISO/book/forms/volksw/market

Text File | 1987-08-31 | 6KB | 215 lines

                       [MARKETING PLAN]


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                            PART I
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MARKET ANALYSIS
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1.  What is the general health of your industry

     a. nationally?
     b. regionally?
     c. locally?


2. Which companies/businesses in your industry are doing
   well and why?

   Are there regional differences in what does well?


3.  What implication does this market information have
    for your business?


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CUSTOMER ANALYSIS
-------------------------------------------------------------

1.  Who are your target customers and what they they seeking
    from you?


2.  How much of the total market do you share with your
    competition?


3.  Are you appealing to the entire market or a segment of
    it?


4.  If a segment, is it large enough to be profitable?


5.  What changes are taking place among your target customers
    that might significantly affect your business?


6.  Have you used a consumer questionnaire to aid you in
    determining customer needs?


7.  Have you visited market shows and conventions to help
    learn and anticipate customer needs?
8.  What day of the week and time of day do your customers
    do most of their buying?


9.  Do your customers prefer cash or credit?
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PRICING   
-------------------------------------------------------------

1.  Have you established a set of pricing policies?          


2.  Are you priced below, at or above market price?


3.  Do you have specific mark-ups for each product?


4.  Do you set markups for product categories?


5.  Do you use a one-price policy rather than bargain with
    customers?


6.  Do you offer discounts for quantity purchases, or to
    special groups?


7.  Do you set prices to cover full costs on every sale?


8.  Have you developed a policy on when to take markdowns
    and how large?


9.  Do the prices you have established earn planned gross
    margin? 


10. Do you clearly understand the market forces affecting
    your pricing methods?


11. Do you know which products are the slow movers and which
    are fast?


12. Do you know which products are price-sensitive to your
    customers, that is, when a slight increase in price will
    lead to a big drop-off in demand?


13. Do you know what role you want price to play in your 
    overall retailing strategy?
14. Are you influenced by competitor's price changes?

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PROMOTION
------------------------------------------------------------

1.  Are you familiar with the strengths and weakness of
    various promotional methods?


2.  How might each type be used for your firm?
 
     advertising
          print
               consumer publications
               trade publications
               
          broadcast
               television
               radio
     
     public relations
     yellow pages
     direct mail


3.  In what circumstances should you use product or
    institutional advertising?


4.  Which types of promotional methods can most effectively
    reach your target group?

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                            PART II
=============================================================
MARKET CONCLUSIONS
-------------------------------------------------------------

1.  Based on the market information you gathered for Part I,
    what do you conclude about the market for your business?




2.  How aggressive will your marketing efforts have to be in 
    order for you to succeed?








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MARKETING GOALS AND OBJECTIVES
-------------------------------------------------------------

1.  What do you hope to accomplish with your business in its
    first year?


    In its first five years?


2.  How will you accomplish this?

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MARKETING STRATEGIES
-------------------------------------------------------------

1.  What methods and resources will you employ to reach your 
    marketing objectives?

     
    For the first year?



    For the first five years?



2.  How will they be coordinated?


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MARKETING TACTICS
-------------------------------------------------------------
1.  Break down your strategies into specific tasks and
    tactics; how will you effect these strategies?



    Tactics for the first year:
     
     

    Tactics for the first five years:
     
     
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