How to write the marketing plan?

There are eight steps in writing a marketing plan:

First of all, understand the status quo.

1, the market. Including the market size and growth, the total amount in the past few years, sales in different regions, and the changing trend of customer consumption.

2. Product information. Including the price, sales volume and profit of products in the past few years.

3. competition Including competitors' market size, target consumers, product quality, price, channels, etc.

4. Distribution channels. The sales situation of each channel of the enterprise, the relative importance and changes of each channel, the changes of the operating ability of each dealer and the investment of incentive measures.

5. Changes in the macro environment.

Secondly, SWOT analysis is used to analyze the situation.

1, through the opportunity and threat analysis, find out the external factors that affect the future of the enterprise.

2. Explain the internal situation of the enterprise through the analysis of advantages and disadvantages.

3. Through the above analysis, determine the parts that must be emphasized and highlighted in the marketing plan.

Third, clear objectives. What kind of goal or purpose does the enterprise want to achieve through this marketing activity?

Fourth, formulate development strategies. The development strategy mainly includes the following three aspects:

1, target market strategy. That is, how many resources and strength should be considered in the market segments that enterprises want to enter.

2. Marketing mix strategy. What kind of price, product, channel and promotion should be adopted for the target market?

3. Marketing budget.

Fifth, make an action plan. Including the task time, place, personnel arrangement, funds, materials, person in charge, etc. It is best to list it in tabular form for people to see at a glance.

Sixth, predict the effect. After the above steps are completed, the economic effect should be predicted (such as making profit and loss statements, etc.). ).

Seven, formulate regulatory measures and emergency plans.

Eight, the preparation of marketing activities plan. The contents mainly include:

1, preface.

2. Outline (table of contents).

3. Text. Including market description, market analysis, marketing mix and strategy, budget, effect prediction, emergency plan, etc.

4. Accessories. Including various manuscripts, sub-activity planning books, etc.

This is the whole process of writing a marketing plan. As long as you follow the steps, you won't make mistakes. Standard format of marketing planning scheme

First of all, the cover

Second, the directory

Third, the content of the program.

(1) Planning target environment

1. Macro environment (political environment, legal environment and economic environment) of the planning object.

2, the local planning environment (social and cultural environment, science and technology environment, natural environment, population environment).

3. Opportunities and threats provided by the above environmental conditions and trends.

(2) Basic information of competitors

1. competitor profile: past sales, market share, sales volume, profit and other economic indicators.

2. Sales concept and culture: company concept, common values, business policy, business style, corporate mission and objectives.

3. Overview of planning project.

(3) Market analysis

1, market research

2. Market research: research topics, research methods and research results (data and charts).

3. Market planning.

4. Market characteristics.

5. Competitor queuing-superior, peer and subordinate competitors (based on market share or sales).

6, competition pattern identification-whether to form a market leader, challenger, follower, vacancy.

7. Market performance, marketing plan, competitive strategy and competitive advantage of major competitors.

8. marketing opportunities of this project.

9. Market analysis of similar projects around (market size and trend of specific regional industries, market structure of specific regional industries, market environment of specific regional industries).

10, distribution map of similar planning objects around.

1 1. Comprehensive market analysis of the project (market statistics of industries such as market share and sales).

12, project advantages and disadvantages analysis (overall advantages and disadvantages; Advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful aspects or fields in marketing. )

13, Market Opportunities and Obstacles

(D) Project Positioning

1, project location and theoretical support

2. Project requirements and theoretical support

(V) Market positioning

1, main market (target market) positioning and theoretical support point

2. Positioning and theoretical support of the secondary market (auxiliary market)

(6) Owner's information

1. Classification/distribution of owners.

2. Characteristics of the owners (What are these owners like? How do they live and receive services and related services? )

3. How many owners are there?

4, the owner's consumption behavior/psychology (why decoration, decoration process to pursue what characteristics? Decoration process, influencing factors before decoration).

5. Decoration incentive measures.

(vii) Developing marketing activities

1, the target of the marketing campaign.

2. Target market.

3. Face the problem.

4. Competitive strategy, competitive advantage and core competitiveness.

5. Marketing positioning (determination of differences in differentiated competition).

(8) Marketing strategy

1, planning strategy: (1) planning concept; (2) Brand and packaging planning.

2. Price strategy: (1) pricing ideas and price determination methods; (2) price policy; (3) the management of the price system.

3. Channel strategy: (1) channel selection; (2) channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management.

4. Promotion strategy:

(1) The general idea of promotion;

(2) Selection of promotion means/methods;

(3) the concept and theme of promotion;

(4) Promotion objectives

(5) Original promotion scheme/plan, advertising planning, advertising strategy and advertising script;

(6) Promotion process;

(7) the effect of promotional activities;

(8) Promotion expenses.

5. Development strategy of planning activities (1) Timing of activities (2) Countermeasures (3) Effect prediction

(9) Marketing/sales management

1, marketing/sales plan management.

2. Marketing/sales organization management:

(1) Organizational functions, job responsibilities and working procedures;

(2) Personnel recruitment, training, assessment and remuneration;

(3) sales area management;

(4) Motivation, supervision and leadership of marketing/sales personnel.

3. Control of marketing/sales activities:

(1) financial control;

(2) Commodity control;

(3) personnel control;

(4) control of marketing/business activities;

(5) Marketing/business activity control indicators, methods and usage tables.

(10) Sales service 1, service concept, slogan, policy and goal. 2. Service commitments and measures. 3 service system (organizational structure, responsibilities, procedures, processes and resources). 4. Service quality standards and control methods. ? (eleven) the overall cost budget. (12) effect evaluation.