STRATEGIC MARKETING PLAN SITUATION OVERVIEW A. COMPANY NAME 1. Date established 2. Sales history 3. Number of employees 4.

Key personnel 5. Chronology of company events a. mergers b. acquisitions c. divestitures 6. Company business philosophy 7. Current awareness level of company among buying influences 8. Current perception of company among buying influences PRODUCTS AND/OR SERVICES 1. Product or Service A (Repeat steps below for each product or service applicable) a. General description 1. purpose 2. features/benefits 3. pricing 4. sizing 5. methods of distribution b. Advantages over competition c. Disadvantages d. Current awareness level among 1. end-users 2. pipeline influences e. Current perception among 1. end-users 2. pipeling influences f. Sales/share-of-market history g. Promotion program summary, results 1. literature 2. public relations 3. advertising by medium 4. sales promotion 5. trade show participation h. Stage of Product Life Cycle i. Phase of Advertising Spiral j. Selling process 1. lead generation 2. inquiry fulfillment

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3. follow-up 4. personal sales presentation 5. close k. Current market positioning C. MARKET 1. Product or Service A (Repeat steps below for each product or service applicable) a. size 1. number of potential customers 2. number of potential sales units 3. potential dollar volume b. end user (business to business) 1. SIC codes 2. company sizes a. number of employees b. sales volume c. number of outlets/plants 3. geography c. end-user, purchase decision making influences (Repeat for each purchase decision making influence, and each pipeline influence) 1. final decision maker a. 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 background b. psychographics (1) political affiliations (2) hobbies (3) personality type (4) lifestyle c. behavioristics (1) heavy/light user of Product (2) product adaption grouping (3) product selection motivator d. media involvement (1) listenership (2) readership (3) viewership e. purchase decision making process f. purchase decision making factors

(1) specifier (2) recommender (3) facts gatherer (4) needs recognizer d. pipeline influences 1. Retailer 2. Dealer 3 Distributor 4. Wholesaler 5. Broker 6. Agent D. COMPETITION 1. Competetive Product or Service X (Repeat for each competitive product or service) a. General description 1. features, benefits 2. pricing 3. sizes 4. method(s) of distribution b. Advantages over your product or service c. Disadvantages d. Current awareness level among buying influences e. Current perception among buying influences f. Sales history/share of market g. Chronology, expenditures for promotion l. literature 2. public relations 3. advertising by medium 4. sales promotions 5. trade shows h. Positioning i. Most likely strategy for the near future E. NON-MARKETING CONSIDERATIONS 1. Economic 2. Legal 3. Social 4. Technical 5. Seasonal

MARKETING/SALES GOALS A. PRODUCT OR SERVICE A (Repeat for each product or service) 1. Total Unit Sales 2. Total Dollar Sales

MARKETING PROBLEMS A. PRODUCT OR SERVICE A (Repeat for each product or service) 1. Awareness 2. Perception, familiarity a. price b. positioning c. quality d. performance e. features f. operating efficiency g. ease of use/handling h. delivery/availability i. package j. technology k. innovativeness l. breadth of product line 1. sizes 2. options m. pre-purchase assistance n. after-sales service 1. repair/maintenance 2. training o. Sales force 1. responsiveness 2. product/industry knowledge 3. professionalism 3. Increased competitive pressures 4. Limited promotional budget 5. Lack of a strategic marketing communications plan

MARKETING OBJECTIVE A. PRODUCT OR SERVICE A (Repeat for each product or service) 1. Increase market size 2. Increase market share 3. Maintain market share 4. Increase product usage within existing market

MARKETING STRATEGY A. PRODUCT OR SERVICE A (Repeat for ecch product or service) 1. Pull 2. Push 3. Push/pull

MARKETING TACTICS A. PRODUCT OR SERVICE A (repeat for each product or service) 1. Conduct Primary Market Research Study to determine a. current awareness level b. current perception of 1. price 2. performance 3. quality 4. service 5. delivery/availability 6. positioning 7. features 8. operating efficiency 9. ease of use/handling 10. package 11. technology 12. innovativeness 13. breadth of product line a. sizes b. options 14. pre-purchase assistance 15. after-sales service a. repair/maintenance b. training 16. sales force a. responsiveness b. product/industry knowledge c. professionalism c. importance-ranking of purchase decision making influences d. importance-ranking of purchase decision making factors e. how responses differ by 1. demographics 2. psychographics 3. behavioristics 4. reading/viewing/listening habits 5. Business to business a. SIC codes b. size (1) number of employees (2) sales volume (3) number of outlets/plants c. geography 2. Adopt viable positioning, vis-a-vis competition 3. Improve product a. add new features

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b. improve performance c. add new sizes Price a. raise b. lower c. maintain Pipeline a. increase sales force/sales representation b. open new outlets c. increase representation with new 1. retailers 2. dealers 3. distributors Redesign package Promotion a. increase investment in non-personal promotion b. implement a strategic marketing communications plan c. consider advertising agency review