Professional Documents
Culture Documents
ADM BES Module 6 Marketing Plan
ADM BES Module 6 Marketing Plan
Writer:
ELSA A. LAQUINDANUM
Master Teacher-I San Isidro HS
Bacolor South
Editors:
JANE P. VALENCIA, EdD – Math/ABM Supervisor
CHAIRMAN
SHEILA MARIE ANN M. GALURA – Teacher II
SHARINETTE R. CORONEL – Teacher II
What I Need to Know
This module was designed and written with you in mind. It is here to help
you
master the crafting of Enterprise Business Plan. The scope of this module permits
it to
be used in many different learning situations. The language used recognizes the
diverse
vocabulary level of students. The lessons are arranged to follow the standard
sequence
of the course. But the order in which you read them can be changed to correspond
with
the textbook you are now using.
This module titled “Marketing Plan” is composed of one lesson with sub-topics,
namely:
• Lesson 1 – Marketing Plan
o Market Analysis
o Target Market Description
o Product or Service Description
o Pricing Strategies
o Place Strategies
o Promotion Strategies
o Projected Sales Volume and Value
After going through this module, you are expected to:
• prepare a marketing plan that will describe the product offering,
• prepare a marketing plan that will describe the value it brings to the
consumer
• prepare a marketing plan that will describe the subsequent tactical plan on
how
to reach consumers (7Ps)
• and prepare a marketing plan that will conclude with a sales forecast;
What I
Know
Let us recall back and freshen up your head by giving the three form of
business organizations based on our previous lesson.
Corporation
5
Notes to the Teacher
The teacher must consider the prerequisite skills needed in the
development of this competency including the schema or background knowledge
which may reinforce learning. This module will help the learners bridge the gap
of learning to attain mastery of the lesson in its spiral progression.
As a facilitator you are expected to orient the learners on how to use this
module.
You also need to keep track of the learner’s progress while allowing them to manage
their own learning. Furthermore, you are expected encourage and assist the learners
as
they do the tasks included in the module.
If you are going to market your own business, you have to employ various
marketing mix or strategies. Let’s try to identify the 7 Ps of Marketing Mix by
placing
each mix on the circle below.
Physical
Evidence
6
What is It
7
Service Business Analysis
8
Target Market Definition
A target market is the specific group of people you want to reach with your
marketing
message, the people who are most likely to buy your products or services, and they
are
united by some common characteristics.
Product Description
Cost-
oriented
Pricing
Strategies
Competition
Target-profit
based
9
Place strategy or distribution strategy sketches how and where a company
will place
its products/services in an attempt to gain market share and consumer purchases.
direct
distribution
types to
expand
location-
based client
hybrid indirect
traditional
advertising
e- personal
commerce selling
elements of
promotional
mix
social sales
media promotion
public
relations
10
PROJECTED SALES VOLUME & VALUE
Projected Daily Projected
Monthly
Types of Product/s Costing Volume Revenue Volume
Revenue
Daily Monthly
(C x PVD) (PVD x
(DR x 30)
30)
Market Segmentation
__________________________________________ focuses on the ___________________
income
markets. These market segments consume
__________________________ ranging from
______________, __________________, __________________ _______________.
11
Independent Activity 2: Crafting the Main and Additional Markets and Strategy
Used
Local Residents
__________________________________________ wants _______________ a
_________________
customer base. This will launch a ____________, _____________ revenue base to
____________________ of the business.
Friends and Relatives from Nearby Communities
___________________ and ______________ from
_________________________ comprises
approximately __________ of the revenues. ____________________ and
_____________________
and _____________ are _____________ to ____________ this segment of the market.
Target Market Segment Strategy
The __________________ target market for _________________________________________
is a
_________________ of ______________________. _________________ and _____________
customer
service at a ____________________ is key to _________________ the
_________________________
of this target market.
12
Independent Activity 4: Crafting of the Target Market Description and
Product/Service Description
Target Market Description
• Target 1.
Describe.
Place picture here
• Target 2.
Describe.
Place picture here
• Target 3.
Describe. Place picture here
Product 2
Place picture here
Product 3
Place picture here
Product 4
Place picture here
15
Think of what all of these
What I Can Do concepts can do to your
life. How would they help
you?
With all the many information you have learned and acquired in this module, let us
make an evaluation on how important the lesson will be for your future. Answer
concisely what is being asked.
1. Why do you think you need to have known by heart the 7Ps of Marketing Mix?
And how these will help you in your business?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
2. Considering your answer to number one, how will you apply these in your dream
venture in the future?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Assessment
17
10. Pricing strategy refers to _____________ companies use to price their products
or
services, such as penetration pricing, price skimming, discount pricing, product
life
cycle pricing and even competitive pricing.
A. Method
B. Plan
C. Tactics
D. Process
11. Traditional advertising: Any paid form of nonpersonal promotion by an
identified
sponsor that is delivered through traditional media channels.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
12. Personal selling: A face-to-face presentation to a prospective buyer.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
13. Public relations: Can include lobbying, publicity, special events,
internal
publications, and media such as a company’s internal television channel.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
14. Social media: The use of social media platforms such as Facebook, Twitter,
Pinterest,
Instagram, and various blogs to generate “buzz” about a product or company.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising
15. E-commerce: The use of a company’s website to generate sales through online
ordering, information, interactive components such as games, and other elements
of
the website.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising
18
Additional Oh! There’s another
activity left! Come on!
Activities Let’s finish it! Grab your
pen and let’s begin!
Kindly fill out on the comments/status section of the table the status of your
enterprise
business plan
ENTERPRISE BUSINESS PLAN: MARKETING PLAN
Indicator Researching
on how to
Preparing
on how to
First draft
formulation
Editing of
the first
Final draft
already
formulate it craft it draft
Market Analysis
Market Segmentation ✓
• Demographics
• Psychographics
• Behavioral
• Geographic
Market Needs:
• Functional
• Emotional
Service Business
Analysis:
• Scope of Work
• Activities and
tasks
• Agreement of
Tasks
• Resources
Available
Competition and Buying
Patterns
Answer Key
What I Know/Pre-Assessment
1. D 6. D 11. D
2. D 7. D 12. B
3. B 8. B 13. C
4. B 9. B 14. B
5. A 10. A 15. A
What’s In
1. Sole Proprietorship
2. Business Partnership
3. Corporation
What’s New:
1. Product/Service
2. People
3. Price
4. Promotion
5. Place
6. Process
7. Physical Evidence
MARKETING STUDY
Market Analysis
20
the other hand, the online aspect of the business venture is open 24/7 manned even
at home by
the 3 staffs.
Service Business Analysis
The retail K-pop industry in the locality has recently experienced rapid growth.
Filipino female
youth’s endless support to K-Pop is booming all-over the locality which paves the
way for the
owner to start the business. Despite low competition attitude in the immediate
area,
트와이스시대’s Korean-Pop Collectibles Shopaholic will position itself as a place
where customers
can enjoy all the trends in K-pop in a customer friendly atmosphere.
Competition and Buying Patterns
Competition in the local area is somewhat light and does not provide nearly the
level of product
quality and customer service as 트와이스시대’s Korean-Pop Collectibles Shopaholic
can offer.
Leading competitors purchase supplies to nearby market only, making the cost of
their products
higher than 트와이스시대’s Korean-Pop Collectibles Shopaholic.
The information below shows the implementation activities for the marketing
objectives
of the enterprise.
A. Target Market Description
• Students from Magliman and San Isidro.
• K-Pop Fans.
21
Sample K-Pop Pins
C. Pricing Strategies
a. Cost-oriented pricing – where a cost serves as a basis for pricing
products
i. Cost-plus pricing – where a specified amount is added to the unit
cost
ii. Standard markup pricing – where a specific percentage is added to the
unit
cost
Korean-Pop Collectibles Shopaholic store shall charge for the good of the
local female
residents. The pricing shall be based on the product’s raw materials’ cost price
plus a small
percentage mark-up to cover up the overhead costs and incur minimal earnings. A
mark-up f
20% to 30% of the cost shall suffice for the earnings of the business owner.
The business competitors charge in average, the prices of their products
depend on
market demand of their avid customers. They charge this way to maintain the
competitiveness
to the business world.
b. Target profit pricing – where the desired profit is added to the unit
cost
c. Competition-based pricing – pricing strategy that utilizes prices of
competitors, the
index for which same, higher or lower price is determined by the
entrepreneur
22
The entrepreneurs will be calling or texting target markets to share
information
about the store. The owners through their Facebook account will be posting and
sharing
information about their product offerings and branches locations and openings.
b. Public Relations
The business venture shall form a strong link to the community where it
is
located by joining in community festivities, paying due taxes and extending
services.
c. Personal Selling
The business owner shall conduct house to house to neighborhood to offer
their
merchandise and inform locals of their store.
d. Sales Promotions
The business owner shall be offering discounts from time to time, to capture
the
pockets of its valued customer thru the use of flyers, streamers, tarpaulins and
posters
and posts to Facebook page to present products with particular discounts, special
prices
and freebies to valued customers on a year-round basis to attract potential
customers
in buying specific item.
e. Direct Marketing
The business owner, staffs, consultants and advisers shall share the
business venture (word of mouth) to anyone who passes by within the community.
What I Can Do: own words and ideas on the importance of marketing plan in the
future
Assessment
1. D 6. D
11. D
2. D 7. D
12. B
3. B 8. B
13. C
4. B 9. B
14. B
5. A 10. A
15. A
Additional Activities:
Indicator Researching
on how to
Preparing
on how to
First draft
formulation
Editing of
the
first
Final draft
already
formulate it craft it
draft
Market Analysis
23
Market Segmentation ✓
• Demographics
• Psychographics
• Behavioral
• Geographic
Market Needs: ✓
• Functional
• Emotional
Service Business ✓
Analysis:
• Scope of Work
• Activities and
tasks
• Agreement of
Tasks
• Resources
Available
Competition and ✓
Buying Patterns
24
References
https://www.thebusinessplanshop.com/blog/en/entry/market_analysis_for_business_
plan
Yesbeck, J. (2019).4 types of market segmentation with examples. Alexa Blog.
Retrieved from:
https://blog.alexa.com/types-of-market-segmentation/
Management Team
25