How to write a good corporate marketing plan

I. Format of Marketing Plan Book The structure of a complete marketing plan is divided into three parts: one is the analysis of the market condition of the product, and the other is the planning of the text. The enthusiasm H is the effect prediction and the feasibility of the plan. Operational. (I) Analysis of market conditions To understand the size of the entire market and the comparison between the enemy and the enemy, the market situation analysis must include the following 13 items: (1) The scale of the entire product in the current market. (2) Comparative analysis of sales volume and sales of competitive brands. (3) Comparative analysis of market share of competitive brands. (4) Analysis of market objectives of the consumer group's age, gender, occupation, education, income, and family structure. (5) Comparative analysis of the advantages and disadvantages of each competitive brand product. (6) Comparative analysis of market segments and product positioning of each competitive brand. (7) Comparative analysis of advertising costs and advertising performance of various competitive brands. (8) Comparative analysis of promotional activities of various competitive brands. (9) Comparative analysis of public relations activities of various competitive brands. (10) Comparative analysis of competitive brand pricing strategies. (11) Comparative analysis of competitive brand sales channels. (12) Analysis of financial profit and loss of the company's products in recent years. (13) Comparative analysis of the advantages and disadvantages of the company's products and the competitive brands. (II) The main text of the planning text The general text of the marketing plan is composed of seven major items. (1) Policy planners who put the company's products into the market must make in-depth and meticulous communication with the company's top management on the company's future business policies and strategies before deciding the plan to determine the company's main principles and policies. Both parties should discuss the following details; Identify target markets and product positioning. 2. The sales target is to expand market share or pursue profit. 3. Formulate a price policy. 4. Determine the sales method. 5. Advertising performance and advertising budget. 6. The focus and principles of the promotion. 7. The focus and principles of public relations activities. (2) Product sales target of the company The so-called sales target refers to the business objectives that the company's various products must achieve within a certain period of time (usually one year). The sales target quantification has the following advantages: To provide a basis for testing the success or failure of the entire marketing plan. Provide a basis for assessing job performance goals. The plan for the promotion planner who provides the base product for the next sales target (3) is to assist in achieving the sales target. The promotion plan includes three parts: objectives, strategies, and detailed plans. 1 The goal plan must clearly indicate the goal of the promotion activities that you want to achieve in order to achieve the sales target of the entire marketing plan. Generally can be divided into: long-term, medium-term and short-term plans. 2 After the strategy determines the goal of the promotion plan, the next step is to develop a strategy to achieve the goal. The promotion plan strategy includes four major items: advertising strategy, distribution channel utilization strategy, promotion price activity strategy, and public relations activity strategy.


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