Chapter 22: Marketing planning

and forecasting sales potential

Jon-Jon Manuel,CHE, MBA
 Marketing planning

• Marketing planning is a systematic process involving the

assessment of marketing opportunities and
• Resources, the determination of marketing objectives, and
the development of a plan for
• Implementation and control.
• An output of marketing planning is the marketing plan, a
document or blueprint that details
• Requirements for a company’s marketing activity
 Sales forecast

• A sales forecast is an estimation of the amount of a service

or product that an organization expects to sell during a
specific period at a specified level of marketing activity.
Market potential is a prediction of industry-wide market size,
everything else being equal, over a specified time period
 Marketing planning

• Marketing planning is a systematic process involving the

assessment of marketing opportunities and
• Resources, the determination of marketing objectives, and
the development of a plan for
• Implementation and control.
• An output of marketing planning is the marketing plan, a
document or blueprint that details
• Requirements for a company’s marketing activity
 Marketing planning

• Marketing planning is a systematic process involving the

assessment of marketing opportunities and
• Resources, the determination of marketing objectives, and
the development of a plan for
• Implementation and control.
• An output of marketing planning is the marketing plan, a
document or blueprint that details
• Requirements for a company’s marketing activity
INDUSTRY OUTLOOK

20,807 $183B 12% $50,000 5%

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SUCCESS
THE MARKET: Lorem ipsum dolor sit amet

47% 21% 17% 37% 45%

Customer 1 Customer 2 Customer 3 Customer 4 Customer 5

CUSTOMERS GROWTH YR1 YR2 YR3

OUR SERVICES
Personalized service
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Connections
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Availability
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Preferred loyalty programs
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Custom solutions
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Economies of scale
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REVENUE MODEL

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• Lorem ipsum: 10%-17% • Dolor sit amet: 6 – 9 months

• Dolor sit amet: 13%- 17% • Consectetur: 9 – 12 months

• Consectetur: 5%-10% • Adipiscing: immediate

• Adipiscing: $25 service • Etiam aliquet: depends

fee

• Etiam aliquet: 30%-33%

SALES FORECAST
3 YEAR SALES SUMMARY YR1 YR2 YR3

Annual Sales & Gross Profit

500

400

300
Total Sales
200 Net Profit

100

0
Year 1 Year 2 Year 3
THE TEAM

August Bergquist Allan Matson

Manager Key employee
Victoria Lindqvist
Owner
MAJOR
COMPETITORS
Home Based
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Online Based
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finibus justo viverra blandit.

Discount Provider
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REQUIRED FUNDING

DEBT INVESTMENT DEBT INVESTOR

$XXXXX $XXXXX

BANK OWNER EQUITY

$XXXXX $XXXXX
THANK YOU!