Revised Strat Marketing Paper Outline

8/7/2019 Revised Strat Marketing Paper Outline

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STRATEGIC MARKETING PLAN

Suggested Outline

Items

A.COMPANY NAME

Number of employees

Key personnel

Company business philosophy

B.PRODUCTS AND/OR SERVICES

1. General description

a. purpose

b. features/benefits

2. Advantages over competition

3. Disadvantages

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

8. Current Selling process

9. Current market positioning

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


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Suggested Outline

Items

6. Sales history/ share of market

7. Summary of promotional programs

8. Positioning

9. Most likely strategy for the near future

10

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)

o. Increased competitive pressures

Other non-marketing considerations (e.g., legal, social,

technical variables)


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Suggested Outline

Items

6

L.IMPLEMENTATION TIMETABLE (Indicative time periods)

Promotion (e.g., increase promotion budget, commission

advertising agency services)


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Existing New

x

x

x

x

x

x

x


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Existing New


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Existing New


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STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.

Suggested Outline

Items

7 8

Strategic Intent Strategic Formulation

A. COMPANY NAME

Number of employees

Key personnel

Company business philosophy

B. PRODUCTS AND/OR SERVICES


a. purpose

b. features/benefits

2. Advantages over competition

3. Disadvantages -ditto-

4. Current awareness level

5. Current perception

6. Promotion program summarya. 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.MARKET1. Market size

a. number of potential customers

Mission; Statement of

strategic intent

Competitive advantage (CA);

sources of CA; experience &

value effect; industry

position


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Suggested Outline

Items

7 8


b. number of potential sales units

c. Potential peso volume

2. End user

a.

b.

c.

d. Other factors

D. COMPETITION (Competitive Product/Service)


a. Features/benefits

b. pricing

c. sizes

d. method/s of distribution

2. Advantages over your product/service

3. Disadvantages

4. Current awareness level among buyers

5. Current perception level among buyers

6. Sales history/ share of market

7. Summary of promotional programs

8. Positioning

9. Most likely strategy for the near future

10

E.MARKETING/SALES GOALS Goals & objectives

Demographics (e.g., age, income,

education, marital status, race,

etc.)

Psychographics (e.g., personality

type, lifestyle, hobbies)

Behavioristics (e.g., occasions,

benefits sought, user status, usagerate, readiness stage)

Other non-marketing considerations

(e.g., legal, social, technical

variables)


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Suggested Outline

Items

7 8


1. Total Unit Sales

2. Total Peso Sales

F.MARKETING PROBLEMS Strategic wear-out

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.

o. Increased competitive pressures

H.MARKETING OBJECTIVE

1 Increase in market size

2 Increase in market share

3

J.

MARKETING STRATEGY

after-sales service (repair/

maintenance, training)

Increase usage rate in existing

market

Industry position; product &market strategies


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Suggested Outline

Items

7 8


1 Pull strategies

2 Push strategies

K.

MARKETING TACTICS Difficult market conditions

1

2

3 Price ( raise, lower, maintain)

4

5 Redesign package

6

L. IMPLEMENTATION TIMETABLE (Indicative time periods)

Adopt viable positioning, vis-a-vis

competition

Improve product (e.g., new

features, improved performance)

Distribution channel (e.g.,

increase sales force/ sales

representation, new outlets)

Promotion (e.g., increase promotion

budget, commission advertising

agency services)


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lpg-cars.co.uk/services/conversions/

9 10

ss

Targeting, positioning &

brand strategy

Product development &

Innovation

Evaluating market

segments; establishing

organizational

capabilities

Evaluating marketsegments; establishing

organizational


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9 10


brand strategy


Innovation

Evaluating market

segments; establishing

organizational

capabilities


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9 10


brand strategy


Innovation

Alignment of assets and

competencies; target

segment choices


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9 10


brand strategy


Innovation

Positioning; positioning

alternatives

Creating brand equity;

strategic brand

management; brandstretching; brand

revitalization

Product development

strategy; new product

development process;managing innovation

Revised Strat Marketing Paper Outline

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