STRATEGIC MARKETING PLANSITUATION OVERVIEWA. COMPANY NAME1. Date established2. Sales history3. Number of employees4. Key personnel5. Chronology of company eventsa. mergersb. acquisitionsc. divestitures6. Company business philosophy7. Current awareness level of company among buying influences8. Current perception of company among buying influences B. PRODUCTS AND/OR SERVICES1. Product or Service A (Repeat steps below for each productor service applicable)a. General description1. purpose2. features/benefits3. pricing4. sizing5. methods of distributionb. Advantages over competitionc. Disadvantagesd. Current awareness level among1. end-users2. pipeline influencese. Current perception among1. end-users2. pipeling influencesf. Sales/share-of-market historyg. Promotion program summary, results1. literature2. public relations3. advertising by medium4. sales promotion5. trade show participationh. Stage of Product Life Cyclei. Phase of Advertising Spiralj. Selling process1. lead generation2. inquiry fulfillment

3. follow-up4. personal sales presentation5. closek. Current market positioning C. MARKET1. Product or Service A (Repeat steps below for each productor service applicable)a. size1. number of potential customers2. number of potential sales units3. potential dollar volumeb. end user (business to business)1. SIC codes2. company sizesa. number of employeesb. sales volumec. number of outlets/plants3. geographyc. end-user, purchase decision making influences(Repeat for each purchase decision making influence,and each pipeline influence)1. final decision makera. demographics(1) age(2) income..household, personal(3) job description(4) education(5) marital status(6) number of children(7) residence..location, home ownership(8) cultural..race, religion, ethnic backgroundb. psychographics(1) political affiliations(2) hobbies(3) personality type(4) lifestylec. behavioristics(1) heavy/light user of Product(2) product adaption grouping(3) product selection motivatord. media involvement(1) listenership(2) readership(3) viewershipe. purchase decision making processf. purchase decision making factors

(1) specifier(2) recommender(3) facts gatherer(4) needs recognizerd. pipeline influences1. Retailer2. Dealer3 Distributor4. Wholesaler5. Broker6. Agent D. COMPETITION1. Competetive Product or Service X (Repeat for eachcompetitiveproduct or service)a. General description1. features, benefits2. pricing3. sizes4. method(s) of distributionb. Advantages over your product or servicec. Disadvantagesd. Current awareness level among buying influencese. Current perception among buying influencesf. Sales history/share of marketg. Chronology, expenditures for promotionl. literature2. public relations3. advertising by medium4. sales promotions5. trade showsh. Positioningi. Most likely strategy for the near future E. NON-MARKETING CONSIDERATIONS1. Economic2. Legal3. Social4. Technical5. Seasonal MARKETING/SALES GOALSA. PRODUCT OR SERVICE A (Repeat for each product or service)1. Total Unit Sales2. Total Dollar Sales