Professional Documents
Culture Documents
Suggested Outline
Items
A. COMPANY NAME
Number of employees
Key personnel
Company business philosophy
C. MARKET
1. Market size
a. number of potential customers
b. number of potential sales units
c. Potential peso volume
2. End user
a. Demographics (e.g., age, income, education, marital status,
race, etc.)
b. Psychographics (e.g., personality type, lifestyle, hobbies)
d. Other factors
Items
6. Sales history/ share of market
7. Summary of promotional programs
8. Positioning
9. Most likely strategy for the near future
10 Other non-marketing considerations (e.g., legal, social,
technical variables)
E. MARKETING/SALES GOALS
1. Total Unit Sales
2. Total Peso Sales
F. MARKETING PROBLEMS
1. Awareness
2. Perception, familiarity
a. price
b. positioning
c. quality
d. performance
e. features
f. operating efficiency
g. ease of use/handling
h. delivery/availability
i. package
j. technology
k. innovativeness
l. breadth of product line
m. pre-purchase assistance
n. after-sales service (repair/ maintenance, training)
H. MARKETING OBJECTIVE
1 Increase in market size
2 Increase in market share
3 Increase usage rate in existing market
J. MARKETING STRATEGY
1 Pull strategies
2 Push strategies
K. MARKETING TACTICS
1 Adopt viable positioning, vis-a-vis competition
2 Improve product (e.g., new features, improved performance)
Items
6 Promotion (e.g., increase promotion budget, commission
advertising agency services)
x
x
x
x
x
x
x
Existing New
Existing New
STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.lpg-cars.co.uk/services/co
Suggested Outline
7 8
Strategic Intent Strategic Formulation
Items
A. COMPANY NAME
Number of employees
Key personnel
Company business philosophy Mission; Statement of
strategic intent
3. Disadvantages -ditto-
4. Current awareness level
5. Current perception
6. Promotion program summary
a. literature
b. public relations
c. advertising by medium
d. sales promotion
e. trade show participation
7. Stage of Product Life Cycle Product Life Cycle
8. Current Selling process
9. Current market positioning
C. MARKET
1. Market size
a. number of potential customers
STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.lpg-cars.co.uk/services/co
Suggested Outline
7 8
Strategic Intent Strategic Formulation
Items
7 8
Strategic Intent Strategic Formulation
Items
H. MARKETING OBJECTIVE
1 Increase in market size
2 Increase in market share
3 Increase usage rate in existing
market
J.
STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.lpg-cars.co.uk/services/co
Suggested Outline
7 8
Strategic Intent Strategic Formulation
Items
1 Pull strategies
2 Push strategies
9 10
Targeting, positioning & Product development &
brand strategy Innovation
Evaluating market
segments; establishing
organizational
capabilities
ss
Evaluating market
segments; establishing
organizational
capabilities
ww.lpg-cars.co.uk/services/conversions/
9 10
Targeting, market
Evaluating positioning & Product development &
segments;
brandestablishing
strategy Innovation
organizational
capabilities
Evaluating market
segments; establishing
organizational
capabilities
ww.lpg-cars.co.uk/services/conversions/
9 10
Targeting, positioning & Product development &
brand strategy Innovation
9 10
Targeting, positioning & Product development &
brand strategy Innovation
Positioning; positioning
alternatives