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Appendix 1: The Marketing Plan

  1. MARKET ANALYSIS

    1. Target Market--Who are the customers?

      1. We will be selling primarily to (check all that apply):

          Total Percent
        of Business
        a. Private sector       ______       ______
        b. Wholesalers ______       ______
        c. Retailers ______       ______
        d. Government ______       ______
        e. Other ______       ______

      2. We will be targeting customers by:

        a. Product line/services.
            We will target specific lines:         		________________
        b. Geographic area? Which areas?       ________________
        c. Sales? We will target sales of ________________
        d. Industry? Our target industry is: ________________
        e. Other? ________________

      3. How much will our selected market spend on our type of product or service this coming year?

        $________________

    2. Competition

      1. Who are our competitors?

        NAME ________________________________________
        ADDRESS ________________________________________
          ________________________________________
        Years in Business ___________________
        Market Share ___________________
        Price/Strategy ___________________
        Product/Service Features ___________________

      2. How competitive is the market?

        High ____________________
        Medium       ____________________
        Low ____________________

      3. List below your strengths and weaknesses compared to your competition (consider such areas as location, size of resources, reputation, services, personnel, etc.):

        Strengths
        		 Weaknesses
        1._______________________       1._______________________
        2._______________________ 2._______________________
        3._______________________ 3._______________________
        4._______________________ 4._______________________

    3. Environment

      1. The following are some important economic factors that will affect our product or service (such as trade area growth, industry health, economic trends, taxes, rising energy prices, etc.):
        ________________________________________________
        ________________________________________________
        ________________________________________________

      2. The following are some important legal factors that will affect our market:
        ________________________________________________
        ________________________________________________
        ________________________________________________

      3. The following are some important government factors:
        ________________________________________________
        ________________________________________________
        ________________________________________________

      4. The following are other environmental factors that will affect our market, but over which we have no control:
        ________________________________________________
        ________________________________________________
        ________________________________________________

  2. PRODUCT OR SERVICE ANALYSIS

    1. Description

      1. Describe here what the product/service is and what it does:
        ________________________________________________
        ________________________________________________
        ________________________________________________

    2. Comparison

      1. What advantages does our product/service have over those of the competition (consider such things as unique features, patents, expertise, special training, etc.)?
        __________________________________________________
        __________________________________________________
        __________________________________________________

      2. What disadvantages does it have?
        __________________________________________________
        __________________________________________________
        __________________________________________________

    3. Some Considerations

      1. Where will you get your materials and supplies?
        __________________________________________________

      2. List other considerations:
        __________________________________________________
        __________________________________________________

  3. MARKETING STRATEGIES--MARKET MIX

    1. Image

      1. First, what kind of image do we want to have (such as cheap but good, or exclusiveness, or customer-oriented or highest quality, or convenience, or speed, or...)?
        __________________________________________________

    2. Features

      1. List the features we will emphasize:
        1. __________________________________________
        2. __________________________________________
        3. __________________________________________

    3. Pricing

      1. We will be using the following pricing strategy:
        a. Markup on cost ____      What % markup? _____
        b. Suggested price ____    
        c. Competitive ____    
        d. Below competition   ____    
        e. Premium price ____    
        f. Other ____    

      2. Are our prices in line with our image?
        YES___       NO___

      3. Do our prices cover costs and leave a margin of profit?
        YES___       NO___

    4. Customer Services

      1. List the customer services we provide:
        1. ____________________________________________
        2. ____________________________________________
        3. ____________________________________________

      2. These are our sales/credit terms:
        1. ____________________________________________
        2. ____________________________________________
        3. ____________________________________________

      3. The competition offers the following services:
        1. ____________________________________________
        2. ____________________________________________
        3. ____________________________________________

    5. Advertising/Promotion

      1. These are the things we wish to say about the business:
        ____________________________________________________
        ____________________________________________________
        ____________________________________________________

      2. We will use the following advertising/promotion sources:
        1. Internet ________
        2. Television/Radio ________
        3. Direct mail ________
        4. Personal contacts ________
        5. Trade associations       ________
        6. Newspaper ________
        7. Magazines ________
        8. Yellow Pages ________
        9. Billboard ________
        10. Other ________

      3. The following are the reasons why we consider the media we have chosen to be the most effective:
        __________________________________________________
        __________________________________________________
        __________________________________________________

Copyright © 2020 Kenneth C. Laudon and Carol G. Traver