Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword or section
Like this
19Activity
P. 1
Franklin and Moore Sample Marketing Plan

Franklin and Moore Sample Marketing Plan

Ratings:

5.0

(1)
|Views: 11,122|Likes:
Published by Palo Alto Software

More info:

Published by: Palo Alto Software on Mar 25, 2008
Copyright:Traditional Copyright: All rights reserved

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

11/16/2011

pdf

text

original

 
Academic Version
 
Franklin & Moore, LLC - Sample Plan
 This sample marketing plan was created using
Marketing Plan Pro
®-
marketing planning software published by Palo Alto Software, Inc.This plan may be edited using Marketing Plan Pro and is one of 70+ sampleplans available from within the software.To learn more about Marketing Plan Pro and other planning products for smalland medium sized businesses, visit us at www.paloalto.com.  This is a sample marketing plan and the names, locations and numbers may have been changed,and substantial portions of the original plan text may have been omitted to preserve confidentialityand proprietary information.You are welcome to use this plan as a starting point to create your own, but you do not havepermission to resell, reproduce, publish, distribute or even copy this plan as it exists here.Requests for reprints, academic use, and other dissemination of this sample plan should be emailedto the marketing department of Palo Alto Software at marketing@paloalto.com. For productinformation visit our Website: www.paloalto.com or call: 1-800-229-7526.
Copyright © Palo Alto Software, Inc., 1995-2008. All rights reserved.
 
Academic Version
Confidentiality Agreement The undersigned reader acknowledges that the information provided by _______________ in thismarketing plan is confidential; therefore, reader agrees not to disclose it without the express writtenpermission of _______________.It is acknowledged by reader that information to be furnished in this marketing plan is in all respectsconfidential in nature, other than information which is in the public domain through other means andthat any disclosure or use of same by reader, may cause serious harm or damage to _______________.Upon request, this document is to be immediately returned to _______________. ___________________Signature ___________________Name (typed or printed) ___________________DateThis is a marketing plan. It does not imply an offering of securities.
 
Academic Version
2.1Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12.2The Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22.2.1Market Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32.2.2Market Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32.2.3Market Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42.2.4Macroenvironment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52.3The Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52.3.1Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52.3.2Service Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62.3.3Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62.3.4SWOT Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72.3.4.1Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72.3.4.2Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72.3.4.3Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72.3.4.4Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82.3.5Historical Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82.4Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92.4.1Direct Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92.4.2Indirect Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
3.1Value Proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123.2Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123.3Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123.4Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123.5Target Market Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133.6Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .133.6.1Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133.7Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
4.1Product Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164.2Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164.3Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174.3.1Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174.3.2Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184.3.3Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .184.4Web Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194.4.1Website Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194.4.2Website Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194.4.3Development Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194.5Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .204.6Implementation Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .204.7Sales Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .214.7.1Sales Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 214.7.2Sales Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
5.1Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235.2Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .245.2.1Sales by Partner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .255.2.2Sales by Segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .265.2.3Sales by Specialization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275.3Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Table of Contents

Activity (19)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Sheraz Shary liked this
j.a.c liked this
emilyawill liked this
DrNapuli liked this
Tamara Saintonge liked this
karabon liked this
deuce10701 liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->