求一个简单的marketing plan 英语作文.
Summary and Further Reading on Marketing PlanWhen making a marketing plan,it is important to know and state the timescale you are working with.Are you making a long term plan,a short term plan,or something in between?You may also find that some areas of your marketing plan are short term,while others will work in the long term.
A business that deals with new technology may need to update their marketing plans every 3-6 months,where as a business in an established and stable industry might only need to update their plan every other year.
Your targets and objectives need to be based on a realistic timescale,there is little point making a target of 400% sales growth in 2 months when you know that is impossible.Set realistic but challenging targets over an accurate timescale.
Summary
* A marketing plan is in addition to a standard business plan.
* A marketing plan helps set realistic objectives for your business,and helps make sure that the business is focused on the most important areas of marketing.
* A marketing plan can help in obtaining finance by demonstrating that the business has been thoroughly planned.
* A plan should look at each of the important areas and have realistic objectives for the short,medium,or long term.
* Looking at the prices of your products should take into account both consumers and petitors products.
* Looking at the locations of your products should take into account where the product is sold as well as the distribution methods used to get there.
* You should firmly know the unique selling points of your business and its products.
* Sales of one product may help increase sales of another product; you should look at how this can be achieved.
* If your product is seasonal,look at introducing a new or modified product to sell during the slower months.
* Both the budgets and message of your advertising and public relations should be reviewed regularly to ensure best results.
* Word of mouth is free marketing!Look at how you can encourage it.
* Special offers and petitions can increase interest in your product and convert possible buyers into sales.Look at how you can maximise this.
* In a SWOT,Strengths and Weaknesses are internal,while Opportunities and Threats are external.Each point should be written down briefly to provide a quick overview of the status of your business and its market(s).
* A marketing plan should have a timescale relevant to the nature of your business,although different areas of the plan may have different timescales.
SWOT Analysis in a Marketing Plan
SWOT
This is a monly used form of marketing *** ysis.It looks at both your business and the external environment to anticipate possible future action you may need to take to defend or expand your market position.
SWOT stands for Strengths; Weaknesses; Opportunities; and Threats.
(i) Strengths
Here you should list the main strengths of your business and products/services.This should include not only the areas that your business or products are good at,but also high profit margins,successful current marketing campaigns and similar strengths.e.g.Our business has a reputation for excellent quality customer service.
Strengths are internal factors,and are usually related to your business only.
(ii) Weaknesses
Here you should list the main weaknesses of your business and products/services.This should include the areas that you feel your business could improve on,or are limiting your quality or expansion.e.g.Our slow production speed makes it difficult for us to meet shipment dates effectively.
Weaknesses are internal factors,and are usually related to your business only.
(iii) Opportunities
Here you should list what you believe to be the best opportunities available in your market,or new markets you believe your business can succeed in.e.g.Gap in market for *** aller versions of our products.
Remember,a weakness may be an opportunity in disguise!e.g.If we fix the weakness in our manufacturing speed whilst maintaining quality,we have an opportunity to offer faster delivery to our customers.
Opportunities are almost always external,although they may rely on internal strengths.e.g.An opportunity is available by advertising our strengths in quality of service.
(iv) Threats
Here you should list what you believe to be the biggest threats to your business.This could include petitors,government regulations,changes in customer attitudes and other such areas.e.g.Our petitors are planning to launch a big new product in the next 6 months.
Threats are almost always external,although they may rely on internal weaknesses or external factors that limit your strengths.e.g.If our petitors lower their prices and we match them,we may be left with an unprofitable product.
绛旓細Summary and Further Reading on Marketing Plan When making a marketing plan,it is important to know and state the timescale you are working with.Are you making a long term plan,a short term plan,or something in between?You may also find that some areas of your marketing plan ar...
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