Marketing: BA 2221: Business Venture Management

Marketing
Plan
BA 2221: Business Venture Management

Master of Business Administration
Enterprise Development
Preliminaries
This part includes the vision, mission, goals,
objectives and introduction of the
business plan.
2
Our Business
This section should indicate the vision, mission, goals, and objectives of the
firm.
Vision Mission
An organization’s vision is what it wants to The mission describes the day-to-day work that, if the
be known for at some point in the future (5- organization keeps doing it and doing it well, will
10+ years). Visions do not need to be long eventually make the vision become a reality. Like the
documents. They just need to be a simple vision statement, a mission statement needs to be short.
statement that describes the future. It only A sentence or two can easily sum up the value provided
takes one sentence to do it, and if you would by the organization, and can be communicated to
like to add a brief paragraph to explain or someone quickly and easily. If needed, the mission
support the vision statement, that is fine; statement may also be clarified by a short, descriptive
but it has to be short and to the point. paragraph. A mission is always supported by one or
more goals.
Goals
Objectives
Goals are the key efforts that must happen for the
organization to accomplish the mission. They Objectives are the smaller steps, activities and
provide a detailed description of the services, milestones that must be completed in order to achieve
products and activities the organization a goal. This is where the day-to-day tasks, services,
undertakes. You may have heard the acronym and projects fall in the overall scheme of things. Just
SMART used to describe the various aspects of a as goals are the smaller supporting elements that lead
comprehensive goal. to the accomplishment of the mission, the objectives
are the smaller supporting elements that lead to the
accomplishment of the goals.
3
Example: Vision
H’toan Central
Albos & Palma(2017)
MBA- Enterprise Development Project 4
Example: Mission
JDS School Supplies and Photocopying Services

Dela Serna, (2018)
MBA- Enterprise Development Project
5
Example: Goals
Tribu Bagobo Klata Business Plan

Loyola (2018)
6
Business Venture Management Final Paper
Example: Objectives
H’toan Central
Albos & Palma(2017)
Introduction
This section should be brief and is intended
only to acquaint readers of what they
will find in the succeeding sections of
the BP.
8
Example: Introduction
Lola Biking’s Eat All You Can

Campos (2015)
9
Marketing Plan
1. Products/Services
2. Market Analysis
3. Marketing Programs &
Strategies
4. Marketing Budget
10
1. Product/ Service Description
◎ Indicate here details about the product/s or

service/s being offered by the firm. Questions
to guide you include: What are you selling?
What customers’ wants/needs are being
addressed? What are the benefits for buying
your product? What are its features?
11
Example: Product / Service Description

Loyola (2018)
12
Example: Product / Service Description

Loyola (2018)
13
2. Market Readiness
◎ Indicate whether there is an existing market to

be served or an entirely new need/market to
be served/created.
14
Example: Market Readiness
Clean Laundry Solutions Business Plan

Academia(2018)
15
3. Proprietary Position
◎ Is there exclusivity to the product (copyright,

patent, etc.) or distribution?
16
Example: Proprietary Position
J Printing Solutions Business Plan

Pama (2018)
17
Example: Proprietary Position

Academia(2018)
18
4. Comparative Position
◎ Indicate here how your product compares

with those of your direct competitors in terms
of performance and economics. It is
suggested that a table be presented to
summarize the comparisons
19
Example: Comparative Position
Demi Sevilla Makeup Artistry

Sevilla (2015)
20

Sevilla (2015)
21

Sevilla (2015)
22
Market Analysis
1. Macro-Environmental Analysis
◎ This usually covers the political,
economic, social, technological and
environmental factors that generally affect the
external business environment of your firm.
23
24
Example: Macro-Environmental Analysis
Lola Bikings Eat All You Can Restaurant

Campos (2015)
25

Campos (2015)
26

Campos (2015)
27
NOTE. On last paragraph, Make a

Lola Bikings Eat All You Can Restaurant summary/synthesis on how PEST Analysis
Campos (2015) affect/s your business in general
28
Market Analysis
2. Industry Analysis
2.1. Description of the Industry. Identify the industry where your

business may be classified according to the Philippine Standard
Industrial Classification (PSIC) prepared by the National
Statistical Coordination Board (NSCB). The NSCB-PSIC is a
downloadable document that you should refer to for this. Having
identified the industry classification, describe the industry
according to historical trend and outlook. This section should
also contain information about size (in revenue and number of
firms) and factors that impact on industry condition. Identify and
describe also the major customer groups under this industry.
29
Example: Description of the Industry
H’toan Central
Albos & Palma(2017)
Example: Description of the Industry
NOTE. On last
paragraph, Make a
summary/synthesis
on how analysis
affect/s (relevance)
your business in
general
H’toan Central
Albos & Palma(2017)
Market Analysis
2. Industry Analysis
2.2. Market Forces Analysis. This should highlight factors that

directly impact in business decisions (e.g. pricing, positioning). A
commonly used analytical framework for this section is the Five
Forces Model of Michael Porter. Analysis therefore should cover
how suppliers, buyers, new entrants, substitutes and rivalry
influence the conduct of your business in the market place.
32
Example: Market Forces Analysis

Academia(2018)
33

Academia(2018)
34

Academia(2018)
35
Market Analysis
3. Competitive Analysis
This section provides readers information as to
how your company compares with
competition using some factors (e.g. business
philosophy, R&D expenditures, no. of new
product/services, depth of product line) as
bases for comparison. It is suggested that a
table be presented to summarize the
comparisons
36
Example: Competitive Analysis

Dela Serna, (2018)
37

Dela Serna, (2018)
38

Dela Serna, (2018)
39
Market Analysis
4.Target Market Profile

◎ This should provide a description of the specific target audience.
Information should include their characteristics, benefits sought,
demand & supply conditions, size & expected growth, geographic
location. How will specific customers be identified? What is the market
penetration target? Where market research (or feasibility) was
conducted, what percentage of the potential customers will try? Of
those who will try, how many will be buying for the 2nd or 3rd time?
How much do customers buy in currency or number of units? What
percentage of customers will switch should competitors give special
offers?
◎ Analysis of the industry should help determine how aggressive the
marketing plan will be. Customer analysis, on the other hand, should
help determine the marketing tools needed to induce trial and repeat
purchases of the firm’s brand.
40
Market Analysis
41
Market Analysis
42
Market Analysis
43
Example: Target Market Profile

Campos (2015)
Example: Target Market Profile

Campos (2015)
Marketing Programs and
Strategies
This section should specify the marketing objectives,
strategies and action plans. Objectives refer to the
specific goals that the business wants to attain. This
must be measurable and time bounded. Budgets and
timing of expenditures may be presented to serve as
control. Strategies are the means, methods or plans
by which the business sets out to meet its goals.
Action plans, on the other hand, specifies how the
strategies are to be executed. Objectives, strategies
and action plans are to be prepared for at least the
following specific plans:
46
Strategies
Objectives Strategies Action Plan
Finally, an
organization's action
plan describes in great
Objectives refer to
Strategies explain how detail exactly how
specific measurable
the initiative will reach strategies will be
results for the
its objectives. implemented to
initiative's broad goals.
accomplish the
objectives developed
earlier in this process
WHAT CHANGE WILL
HOW MUCH OF WHAT
HAPPEN; WHO WILL DO
WILL BE ACCOMPLISHED THE HOW
WHAT BY WHEN TO
BY WHEN
MAKE IT HAPPEN
47
Strategies
1. Product and Service Plan

This should cover such subjects as pricing strategy,
packaging and depth of the product/service line
(sizes, shapes and models).
48
Strategies
2. Communication
◎ This consists of three separate plans: advertising plan, sales promotion plan and public
relations plan. Advertising may include the (1) creative strategy (that which contains
your selling message to the target audience; the product/service positioning that
needs to be conveyed to the target audience; ), (2) creative plan (refers to the
execution of the creative strategy or the advertisements themselves), (3) media
strategy (defines how you will use your advertising budget to reach the maximum
number of people in your target audience in the most efficient and effective manner)
and (4) media plan (details the specific media that will be used, during which months,
weeks, days or time and the size and length of your ads and commercials). The
estimated awareness and preference levels may also be indicated. Sales promotion
generally refers to activities that help increase awareness and preference for your
product/services (e.g. trade shows, sampling, coupons, price-offs, refunds). Public
relations (PR) plan includes those that help the company build, improve or strengthen
public image. PR activities are usually categorized under financial PR (e.g. periodical
financial reports, presentations to financial groups and companies); government,
business and community relations; product publicity and internal marketing. 49
Strategies
3. Research Plan
◎ Objects must be set for the methods you will use to measure the
effectiveness of your marketing plan, changes in the market and
new product/service development. Where marketing research
will be conducted on a regular basis to assist the firm in meeting
its overall objective, this section should be included. The
research agenda should at least include the following: Who is the
target audience? What do the customers want? What does
competition offer them? What can we offer them? What do you
think we offer them?
50
Strategies
4. Customer Service Plan

◎ Objectives should be set for the performance of
customer service (e.g. effectiveness ranking within the
industry, management involvement, marketing
involvement, knowledge of product/service line,
number of telephone rings before response, costs of
handling returns and expertise of technical
personnel).
51
Strategies
5. Sales Management Plan

◎ This should project conversion of awareness to trial
and repeat purchases rates. Details should be
provided in terms of no. of units and currency terms.
Market share targets or desired market share changes
may also be specified.
52
Thanks! ;-)
Business Venture Management

Master of Business Administration
major in Enterprise Development
53

Marketing: BA 2221: Business Venture Management

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Marketing

BA 2221: Business Venture Management

JDS School Supplies and Photocopying Services

Tribu Bagobo Klata Business Plan

Lola Biking’s Eat All You Can

◎ Indicate here details about the product/s or

Tribu Bagobo Klata Business Plan

Tribu Bagobo Klata Business Plan

◎ Indicate whether there is an existing market to

Clean Laundry Solutions Business Plan

◎ Is there exclusivity to the product (copyright,

J Printing Solutions Business Plan

Clean Laundry Solutions Business Plan

◎ Indicate here how your product compares

Demi Sevilla Makeup Artistry

Demi Sevilla Makeup Artistry

Demi Sevilla Makeup Artistry

Lola Bikings Eat All You Can Restaurant

Lola Bikings Eat All You Can Restaurant

Lola Bikings Eat All You Can Restaurant

NOTE. On last paragraph, Make a

2.1. Description of the Industry. Identify the industry where your

2.2. Market Forces Analysis. This should highlight factors that

Clean Laundry Solutions Business Plan

Clean Laundry Solutions Business Plan

Clean Laundry Solutions Business Plan

JDS School Supplies and Photocopying Services

JDS School Supplies and Photocopying Services

JDS School Supplies and Photocopying Services

4.Target Market Profile

Lola Biking’s Eat All You Can

Lola Biking’s Eat All You Can

1. Product and Service Plan

4. Customer Service Plan

5. Sales Management Plan

Business Venture Management

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