How to make an annual sales plan

He is the sales manager of an instant noodle company. Since he held this position for three years, the annual sales work plan has become his "compulsory course". His sales plan is not only vivid in words and concrete in description, but also often combines theory with practice, strategy with actual combat, and figures and tables exist together, which well guides his marketing team to carry out marketing work in an orderly manner according to the annual plan. In the process of continuous revision and verification, the. What aspects are included?

First, market analysis. The basis of making the annual sales plan is the analysis of the market situation in the past year and the current market situation, and the tool used by Manager Li is the SWOT analysis method often used by enterprises at present, that is, the analysis of the strengths and weaknesses of enterprises and the threats and opportunities of competition. Manager Li Can understands the pattern and situation of market competition through SWOT analysis, and integrates and optimizes resource allocation to maximize its utilization rate by combining the defects and opportunities of enterprises. For example, through market analysis, Manager Li clearly knows the current market situation and future trend of instant noodles: products (grades) are rising, channels are moving down (intensive cultivation and deep distribution), oligopoly competition is emerging, and marketing mix strategy will become the hot spot of the next round of competition, and so on.

Second, marketing ideas. Marketing thinking is the "spiritual" program to guide the annual sales plan on the basis of market analysis, the direction and "soul" of marketing work, and the marketing operation concept that sales departments need to instill and implement frequently. In view of this, Manager Li has formulated specific marketing ideas, covering the following aspects: 1, establishing the concept of all-staff marketing, and truly embodying "marketing in life, marketing in life". 2, the implementation of deep distribution, establish the idea of decisive battle terminal, and guide dealers to directly operate the terminal market in a planned and focused way. 3, comprehensive use of products, prices, channels, promotions, communication, services and other marketing strategies to form a strong marketing force. 4. In terms of market operation, it embodies "two highs and one difference", that is, it should adhere to the principle of "operation differentiation, high price and high promotion", foster strengths and avoid weaknesses, and embody unique operational characteristics. The determination of manager Li's marketing ideas, fully combined with the actual situation of the enterprise, is not only informative and operable, but also keeps pace with the times and embodies the innovative marketing spirit. Therefore, in the previous annual sales plan, he played a good guiding role.

Third, the sales target. Sales target is the starting point and destination of all marketing work. Therefore, scientific and reasonable sales target formulation is also the most important and core part of the annual sales plan. So, how does manager Li set the sales target? 1, according to the sales amount of the previous year, according to a certain growth ratio, such as 20% or 30%, determine the sales amount of the current year. 2, the sales target is not only reflected in the specific monthly, but also the responsibility to people, quantitative to people, subdivided into specific markets. 3. Weigh the relationship between sales target and profit target, and be an operation marketing talent. The specific performance is a reasonable product structure, and the product sales target is subdivided into products at all levels. For example, according to the ABC classification of enterprise instant noodle products, Manager Li positioned the product structure ratio as A (high-priced, image-profitable products): B (low-priced, low-profit products): C (low-priced, strategic cannon fodder products) = 2: 3: 1, so as to better control the relationship between product sales and profits. The determination of the sales target gives manager Li an object to sprint, and also provides a basis for the tracking of his sales target, which is conducive to the smooth achievement of the sales target.

Fourth, marketing strategy. Marketing strategy is the tactical decomposition of marketing strategy and a powerful guarantee for the smooth realization of enterprise sales objectives. Manager Li has formulated the following marketing strategies based on the operation of the instant noodle industry and years of marketing experience:

1, product strategy, adhere to differentiation, take the road of characteristic development, products enter the market, fully embody the characteristics of the cluster, give play to the core competitiveness of products, form a strong product combination battle group, and avoid individual combat.

2. Price strategy: high quality and good price. The product price conforms to the industry model. At the same time, it emphasizes the transportation radius of products and implements "one price system and two rebate modes", that is, the price is the same, but the rebate standard varies according to the distance.

3. Access strategy: innovatively put forward the idea of sub-item and sub-channel operation. In addition to intensive cultivation, we should do a good job in traditional access, concentrate enterprise resources such as material resources, financial resources, manpower and transportation capacity, vigorously develop some special access channels such as schools, communities, Internet cafes and group purchases, and implement all-round and three-dimensional breakthroughs.

4. Promotion strategy. On the basis of "high price and high promotion", the marketing concept of "chain promotion" is creatively put forward, which has the following characteristics:

First, the promotion embodies "linkage", which leads to the whole body. Its purpose is to greatly contain dealers, make full use of all available resources such as funds and networks, and effectively squeeze competitors.

Second, there are at least two ways of chain promotion, such as cumulative sales award and box award, to fully attract the attention of dealers and end consumers.

Thirdly, the selection principle of promotional products is novelty, novelty and differentiation, that is, to "sell" the market through attractive promotional products and activate promotional channels. 5. Service strategy, details determine success or failure. Under the concept of "no one has me, no one has me, no one has me, no one has me, no one has me, and no one has me", we will work hard on the service details. Put forward the "5S" warm service commitment, establish the service concept of "close-fitting" and "nanny", and strive to provide warm, sincere, pre-sale, mid-sale and after-sale services in one train. Through the formulation of marketing strategy, manager Li has a well-thought-out plan and made a good start for the smooth realization of the goal.

Fifth, team management. In this module, Manager Li mainly locked in two aspects: 1, personnel planning, that is, according to the annual sales plan, reasonable personnel deployment, and making personnel recruitment and training plans. For example, the sales target in 2006 is 500 million yuan, and the sales team at the company headquarters should reach 200 people. When will these people be in place and who will be responsible for their implementation? All these have specific plan details. 2. Team management, clearly put forward the slogan of building "Iron Eagle" team, and according to this goal, took the following measures: 1. Improve and perfect the rules and regulations, from the "parent law" of enterprises to the "sub-law" of marketing management system, all have been revised and supplemented. For example, the daily behavior norms and management regulations of marketers, the "Three Ones" day monitoring system of marketers, the marketing operation process of marketers, and the management manual of marketers have been formulated. Second, strengthen training to improve the overall quality and combat effectiveness of the team. For example, the training plan for the whole year has been made, which is divided into internal training and external training. Internal training is divided into potential stimulation, skill improvement and operation practice. Foreign training is to send excellent marketers to some large enterprises or universities and training institutions for training. Three, strict rewards and punishments, establish a good incentive assessment mechanism. Stimulate the internal vitality of marketing personnel through regular promotion, exceptional promotion, encouraging competition for posts, and selecting marketing pacesetters. Through this series of team integration, Manager Li aims to strengthen the team's joint efforts and truly build an "iron team" with strong cohesion, centripetal force, combat effectiveness, explosiveness and deterrence.

Sixth, the cost budget. The last item of the sales plan made by manager Li is the budget of sales expenses. That is, after reaching the sales target, the output ratio of enterprise input expenses. For example, the instant noodle company where Manager Li works has a sales target of 500 million yuan, including 5 million yuan for salary, 3 million yuan for travel expenses, 6,543,800 yuan for management expenses and 6,543,800 yuan for training, entertainment and other miscellaneous expenses, totaling 6,543,800 yuan, accounting for 2% of the expenses.

When making the annual sales plan, Manager Li also made full use of tabular tools, such as sales target decomposition, personnel planning, training outline, expense budget, etc. These are reflected in the form of tables, which are not only clear at a glance, but also comparative and referential, making the above contents more intuitive and easy to understand.

In the process of making the annual sales plan, Manager Li achieved the following goals:

1. defines the company's annual marketing plan and development direction. Through the formulation of the marketing plan, Manager Li not only clarified the sales idea, but also pointed out the direction for his specific operation of the market, and realized the transformation of the annual sales plan from subjective to rational.

2. Realize the basic marketing management such as digitalization, institutionalization and process. It not only quantifies the annual sales target, but also refines it to personnel and month through reasonable decomposition of the sales target, which provides technical support for the formulation of monthly marketing planning scheme.

3. Integrate the marketing mix strategy of the enterprise, and determine the new one-year marketing execution mode and means through the annual sales plan, so as to provide strategic support for effective market expansion.

4. It sounded the clarion call for the construction of "Iron Eagle" team, and determined the construction plan of "Iron Eagle" through the formulation of annual sales plan, which laid a solid foundation for the rapid development of excellent marketing team and the building of learning and consulting marketing team.