SS Marketing Plan 16 9 JFM

Comprehensive
Marketing Plan
Template
Powered By: SlideSalad.com
1 | SlideSalad.com | 2019
Executive
Summary
Marketing Plan - Introduction
Enter your subhead line here
Reasons To Create A
Planning Objectives Benefits Of A Marketing Plan
Marketing Plan
1. Please list the reasons why it is 1. Please insert the company's goals and 1. Which over are-arching strategies and /
important for your company to create a objectives for the planning process or company values does this marketing
marketing plan plan need to adhere to?
2. How does the planning process
2. Possible reasons could be: a new impact management and employees? 2. How does this contribute to the
company, new products, new distribution who has to contribute? implementation of these strategies and
strategy or the reorganization of values?
marketing.
3. Of course, a valid reason is always the

good continuation of a working
marketing strategy.
Marketing Plan – Executive Summary
1. Product / Service 2. Key Competences
1. Precisely specify you your planned products or services in a few 1. The key competences your company / product are equivalent
words only. to it’s sustainable competitive advantages (USP - Unique selling
proposition).
2. Also mention specific functions / Characteristics of the product
or service – define the customer benefits. 2. Like your competitive advantages/ USP here.
3. Resources 4. Objectives
1. Outlines the needed resources (personal/HR, funds, material 1. Start your marketing plan with your company's most important
supply chain, premises, etc. goals and objectives.
2. Try to sum up the total amount of a needed capital expenditures 2. Use the SMART-principle
Company Vision, Mission & Values
OUR COMPANY OUR COMPANY OUR COMPANY
MISSION VISION VALUES
This is a sample text. You simply add This is a sample text. You simply add This is a sample text. You simply add
your own text and description here. This your own text and description here. This your own text and description here. This
text is fully editable. It can be replaced text is fully editable. It can be replaced text is fully editable. It can be replaced
with your own style. You can change its with your own style. You can change its with your own style. You can change its
color or font size. color or font size. color or font size.
Company Vision, Mission & Values
OUR COMPANY Our mission is to make you stand apart in each of your presentation whether it is related to your
MISSION project management, planning, sales, branding, or anything in this regard. We also offer unique
presentation templates that are focused on all industries.
OUR COMPANY Our vision is to make you stand apart in each of your presentation whether it is related to your
VISION project management, planning, sales, branding, or anything in this regard. We also offer unique
presentation templates that are focused on all industries.
OUR COMPANY Our core values is to make you stand apart in each of your presentation whether it is related to
VALUES your project management, planning, sales, branding, or anything in this regard. We also offer
unique presentation templates that are focused on all industries.
Marketing Plan - Vision, Mission, Values
All business activities interpret to achieve the Vision
Vision Statement
This is a sample text. You simply add your own text and
description here. This text is fully editable.
Mission Statement
This is a sample text. You simply add your own text
and description here. This text is fully editable.
Our Values
This is a sample text. You simply add your
own text and description here. This text is
fully editable.
Macro -
Environment
Analysis
Macro - Environment Analysis – PESTEL
Show macro-environmental factors that influence your business
Political Economical Social Culture

1. Domestic and foreign policy directly or 1. Important economical factors 1. Tends in social factors affecting the
indirectly affecting economical interests influencing a company's market and demand for a company's products and
2. e.g. tax policy labor law, trade core business how the company operates
restrictions, tariffs, and political stability 2. e.g. Economic growth, interest rate, 2. Cultural aspects such as health
exchange rates, inflation rates, and consciousness, population growth rate,
unemployment, etc. age distribution, career attitudes, and
emphasize and safety
Technological Environmental Legal

1. Technological Factors affecting 1. Ecological and environmental factors 1. State two legal factors affecting the
production and Innovation level including: affecting the company's operations and company operations costs and product
2. R&D activity, automation, technology products (growing awareness). demands.
incentives, rate of technological change, 2. e.g. Environmental law environmental, 2. e.g. Discrimination law, consumer law,
technological shifts, barriers to entry, etc. production weather, climate, climate antitrust law, employment law, and
change, etc. Health and Safety law.
Macro - Environment Analysis – Supply Chain
The supply chain is playing the part of a product from commodity to the supplier, manufacturer, and customer
Supplier Procurement Production Sales

Customer
Sample Text Sample Text Sample Text
Macro - Environment Analysis – Supply Chain
The supply chain is playing the part of a product from commodity to the supplier, manufacturer, and customer
Supplier Internal Supply Chain Customer
• List of suppliers and provided • Target group

goods resources
Procurement Production Sales
• Customer satisfaction
• Important information on • 6R, purchasing, • Information on • Final
suppliers disposition, the production destination of
incoming process, the products
goods involved
• Accounting parties,
resources, and
benefits
Supplier’s Supplier
• Subcontractors or suppliers
Macro-Environment Analysis-Supply Network
Complex and dynamic supply and demand network (Wieland / Wallendburg)
Raw Material TIER 2 TIER 1 Wholesale Retail

End Customer
Supplier
Supplier’s
Retailer
Supplier
Raw Material Whole-

Supplier End Customer
Supplier Saler
Supplier’s
Supplier Product Retailer
Raw Material Whole-

Supplier End Customer
Supplier Saler
Supplier’s
Retailer
Supplier
Raw Material
End Customer
Supplier
Stakeholders and Evaluation of Relations
Stakeholders and Evaluation of Relations
Calculation
Colleague
Quality of Connection
gen.
FTL
Dep. 4
Lead +/2
Engineer
Dep. 1
Customer
gen,
+ Perfect
O Normal
2
+/
+/3
+/ DB
2
+/2
Construction
o/0.5
K Critical
+/2
Design
k/0.5 Intranet
Engineer
Design +/3 Dep. 4 o/1
o/1
Frequency of Connection
Engineer o/
1
Intranet
Dep. 4
3 Intensive
+/3
Customer Supplier
gen,
2 medium
1
+/
+/1
+/1
Design
Engineer 1 low
Attempt Dep. 4 0 Nonintensive
Customer
Feedback Reference
Calculation
Market
Analysis
Market Analysis - Market Definition
Definition of The Target Market
Market Definition
1. The market for consumer goods, producer goods or services?

2. Which products or services will be offered to the target group?
3. B2B or B2C?
4. Geographical localization
5. Demand and buying motive
6. Blue Ocean, new market or well established market?
7. Competition and planned market position
Market Analysis - Market Definition
Show the entire market, submarkets and your core market
Market
(Product/Service)
Definition Submarket A Submarket B Submarket C

of Markets (Definition) (Definition) (Definition)
Strategic Sub 1 Sub 2 Sub 3

Business Units (Definition) (Definition) (Definition)
Market Analysis - Market Segmentation
Individual segments of the core- and submarkets require an individual approach
Segment 1 Segment 2 Segment 3

(Customer Type) (Customer Type) (Customer Type)
Submarket A Definition, Approach Definition, Approach Definition, Approach

(Product/Service)
Submarket B Definition, Approach Definition, Approach Definition, Approach

(Core Market)
Submarket C Definition, Approach Definition, Approach Definition, Approach

(Product/Service)
Market Analysis – Five Forces Analysis
Competitive intensity and market attractiveness
Threat of new entry Buyer power
Number of customers, mobile orders,

Time and cost of entry, specialist knowledge,
differences between competitors, price
economies of scale, post advantages,
technology production, barriers to entry, etc. Competitive sensitivity, ability to substitute, cost of
changing, etc.
Rivalry
Number of competitors,
quality, differences, other
differences, switching costs,
customer mobility, costs of
Number of suppliers, spice of suppliers, leaving the market, etc.
Substitute performance,
uniqueness of service, your ability to
cost of Change
substitute, cost of changing, etc.
Supplier power Threat of substitution
Market Analysis – Market Structure
Levels of narrowing best on potential and actual customers
Potential
Potential Market
Market
Element Title Here
Estimated customers important Available
Available Market
Market
competitors Element Title Here
Qualified
Qualified Available
Available Market
Market Estimated customers important
Element Title Here competitors
Estimated customers important Target
Target Market
Market
competitors Element Title Here
Estimated customers important
competitors
Penetrated
Penetrated
Element Title Here Market
Market
Estimated customers important
competitors
Volume
Volume
Volume
Volume
Market Analysis – Market Size
Market Analysis – Market Size
7,0M
Market Capacity
Market Potential
5,8M
Market Volume
3,5M
Targeted Market Share
50%
Market Trends (Key Market Drivers)
Key Market Drivers
Market Market Market Market Market

Driver 1 Driver 2 Driver 3 Driver 4 Driver 5
This is a sample text. This is a sample text. This is a sample text. This is a sample text. This is a sample text.
You simply add your You simply add your You simply add your You simply add your You simply add your
own text and description own text and description own text and description own text and description own text and description
here. here. here. here. here.
Market Analysis - Market Growth
Market potential, market volume and marketer grows is a course of time
Amount / Value Market Potential

6
5
th
t Grow
rke
4 Ma
Market Volume
3 Sale Volume Provide A

Sale Volume Provide B
2 Sale Volume Provide C
Time
0
Period 1 Period 2 Period 3 Period 4 Period 5
Market Analysis - Market Trend
Expected demand and price tendencies within the market
Cause of Market Trend
Cause 1 Cause 2 Cause 3 Cause 4 Cause 5 Cause 6

(Innovation, PEST- (Innovation, PEST- (Innovation, PEST- (Innovation, PEST- (Innovation, PEST- (Innovation, PEST-
Factors, Event, Factors, Event, Factors, Event, Factors, Event, Factors, Event, Factors, Event,
etc.) etc.) etc.) etc.) etc.) etc.)
Result
Reduce C
osts
Increase
Returns
Market Analysis - Competition
Competition and market share
Competitor Relevant Products Market Share
Company 1 Product name and function 12%
Consumer
Analysis
Consumer Analysis - Buyer Decision Process
Potential or factual motivation of a consumer's buying decision
Unaware Problem Aware Solution Aware Products Aware Most Aware

(Stories & Secrets) (Benefits & Anxieties) (Claim & Proofs) (Discount & Deals) (Product & Price)
Focus on Focus on Value & Solutions &

Evaluation
Problems Solutions Need Features
Discovery Consideration Decision

(Committed to change) (Committed to solution) (Committed to selection)
Consumer Analysis - Buyer’s Journey
Unaware Problem Aware Solution Aware Most Aware
Focus on Focus on
Value & Need Evaluation
Problems Solutions
Awareness Consideration Conversion
Awareness Consideration Purchase
Proof Points:
Detailed
Describe The Introduction To Customer
Information On Free Trail Purchase
Problem Your Solution Testimonials,
Solution
Reviews, Etc.
Not Ready To Move To The Next Step?
Capture Email Address
Lead Nurturing
Build A Trusted Relationship ,Wait For An External Trigger, Or Try To Create A Trigger
Research Needs Content Types
Analyst reports
Have realized and expressed Research focused on vender neutral Research reports
symptoms of a potential problem of 3rd party information around e-Guides & eBooks
opportunity identifying problem or symptoms Editorial content
Awareness Educational content
Committed to researching and Comparison white papers

Have clearly defined and given a understanding all of the available Expert Guides
name to their problem or opportunity approaches/methods to solving Live Interactions
Consideration their defined problem or opportunity Web case/Video
Vender Comparisons
Researching supporting
Product Comparisons
Have defined their solution strategy, documentation, data, benchmarks or
Case Studies
method, or approach endorsement to make or
Trial Download / Live Demo
recommend a final decision
Decision Product Literature
Understanding Customer Needs
Understand Your Customers

Are they a small private company or a big MNC?
What they do:

Understand their occupation and interest
When they buy:

Understand the purchase cycle of your customer
How they buy:

Website, App, In-person
What they expect of you:

If your customers expect reliable delivery and you don’t disappoint them,
you stand to gain repeat business
Understanding Customer Needs
Understand Your What they do: When they buy: How they buy: What they expect
Customers Understand their Understand the Website, App, In- of you:
Are they a small occupation and purchase cycle of your person If your customers
private company or a interest customer expect reliable delivery
big MNC? and you don’t
disappoint them, you
stand to gain repeat
business
Consumer Analysis – Target Group
Description of targeted customer segment
~60% 65% 80%
Target Group 01 Target Group 02 Target Group 03

This is a sample text. You simply add This is a sample text. You simply add This is a sample text. You simply add
your own text and description here. your own text and description here. your own text and description here.
VS
Male 70% Female 50%
70% | Male
50% | Female
How many potential customers do you estimate are in your target regions for this financial year? Briefly describe your target customers and any other
distinguishing features, expanding on any of the areas you target
Consumer Analysis – Customer Segmentation
Differentiation and description of target groups
Customer Segment X
Characteristics:
Feature A
•• ---
---
•• ---
• ---
---
Core Motive: ----
Customer Segment Y
Characteristics:
Characteristics:
•• ---
•• ---
---
•• ---
Core Motive: ----
Customer Segment Z
Characteristics:
---
• ---
---
•• --- Individual Feature B
• ---
---
Core Motive: ----
Consumer Analysis – ABC Analysis (Table)
3 Customer Classes
No. Customer Sales 2021 ($) Cumulated Sales Class
1 Element Title 200,000 15% A
4 Element Title 20,000 78% B
7 Element Title 80,000 13% C
785,566
Consumer Analysis – ABC Analysis (Table)
3 Customer Classes
A-Type Customer B-Type Customer C-Type Customer
Title Placeholder
A A B
High
This is a sample text. You simply add your own
Customer 1 text and description here. This text is fully
Customer 2 editable.
Share in Sales
Medium
 It can be replaced with your own style.

A B C You can change its color or font size.
Customer 3
 This is a sample text. You simply add your
Customer 4
own text and description here.
B C C
Low
You simply add your own text and

description here.
High Medium Low
Potential
Consumer Analysis - C-Customer Satisfaction
Customer Satisfaction based on percentage of reclaim (Only C-Customers)
Title Placeholder
This is a sample text. You simply
C-Customers who
Orders or purchases add your own text and description
reclaimed
reclaimed
50% Percentage of order-or 20% Percentage of here. This text is fully editable.
C-Customer who
purchase total
declaimed  It can be replaced with your
own style. You can change its
color or font size.
 This is a sample text. You

C-Customers who simply add your own text and
bought after they C-Customers who
reclaimed bought multiple times description here.
70% Percentage of 40% Percentage of You simply add your own text
C-Customer after the C-Customer
and description here.
declaimed
Consumer Analysis - B-Customer Satisfaction
Customer Satisfaction based on customer feedback (descriptive, only B-Customers)
Customer 1 Customer 2 Customer 3 Customer 4

Feedback on products(s) or Feedback on products(s) or Feedback on products(s) or Feedback on products(s) or
service service service service
Customer 5 Customer 6 Customer 7 Customer 8

Feedback on products(s) or Feedback on products(s) or Feedback on products(s) or Feedback on products(s) or
service service service service
Consumer Analysis-Customer Satisfaction Index
Satisfaction based on index (Evaluation of satisfaction index, A-Customers)
Degree of fulfillment E
Criteria / Requirement / Weight Poor Average Good Excellent
No. Value
Expectation W (0-1)
1 2 3 4 5 6 7 8 9 10
1 Criteria 0.70 =W-E
2 Criteria 0.80
3 Criteria 0.12
4 Criteria 0.56
5 Criteria 0.40
6 Criteria 0.10
7 Criteria 0.04
8 Criteria 0.13
9 Criteria 0.70
10 Criteria 0.65
Total Score
Consumer Analysis – Net Promoter Score
The NPC shows the likelihood of your customers you commending your service
Number of Results Per Total Score NPS (Net Promoter Score) Title Placeholder
This is a sample text. You simply
Detractors Passives Promoters % Promoters - % Detractors= add your own text and description
18
here. This text is fully editable.
+5
16
Number of Results
 It can be replaced with your

12 own style. You can change its
10 color or font size.
-100 +100
7  This is a sample text. You
6
simply add your own text and
4
3 30% Promoter description here.
2 2
35% s
Passives You simply add your own text
Detractor
1 2 3 4 5 6 7 8 9 10 s
35%
Total Score
Consumer Analysis – Summary
Summary of your customer’s most important characteristics
Characteristics • This text is fully editable.

• It can be replaced with your own style. You can change its color or font size.
 Sum up the most important Attitude
• This is a sample text. You simply add your own text and description here.
features of your target group
You simply add your own text and description here.
 e.g., age, sex, income, consumer,

behavior, etc. • This text is fully editable.
Buying • It can be replaced with your own style. You can change its color or font size.
 Milieu, living situation, mobility, Motivation • This is a sample text. You simply add your own text and description here.
political orientation, values, You simply add your own text and description here.
interests, etc.
• This text is fully editable.

• It can be replaced with your own style. You can change its color or font size.
Expectations
• This is a sample text. You simply add your own text and description here.
You simply add your own text and description here.
Target Groups – Based on Types
90%
70%
60%
50%
30%
Individuals Businesses Families Students 60% Other

($22.5M) ($32.5M) ($82.5M) ($72.5M) ($99.5M)
Target Audience
Behavioral Demographic
This is a sample text. You simply This is a sample text. You simply
add your own text and description add your own text and description
here. here.
Geographic Psychographic
This is a sample text. You simply This is a sample text. You simply
add your own text and description add your own text and description
here. here.
Consumer Analysis – Action Plan
Shortcomings of customer satisfaction and improvement measures
No. Shortcomings Reasons / Explanation Measures
Shortcomings of the customer

1 Problem description and reasons Improvement measures
satisfaction service






Consumer Analysis – Action Plan
Schedule for customer satisfaction improvement measures
No. Task Time Jan FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
1 Description / Title xx days Element Title
Competitors
Analysis
Competition Analysis - Strengths & Weaknesses
Schedule for customer satisfaction improvement measures
Competitor Strengths Weaknesses
• Name the most relevant strengths of the • Name the most relevant weaknesses of the
Competitor 1 competitor competitor
(Company Logo) • And sent trade on strengths relevant to the • And sent trade on weaknesses relevant to
consumer the consumer
Competition Analysis - Competitors’ Objectives
Potential objectives of the strongest competitors (corporate foresight)
Competitor Objective Potential Measures
• What are potential objectives of this

competitor? • Think of ways for your competitor to reach
Competitor 1
• Think of marketing achievements or his potential goals.
(Company Logo)
product Innovations likely to happen in the • What will be the next step?
near future.

Competitor 2
(Company Logo)
near future.

Competitor 3
(Company Logo)
near future.
Competition Analysis - Strengths & Weaknesses
Strengths & Weaknesses of your company compared to strongest competitors
Competitor 1 Own Company

Critical resources Poor Moderate Good Poor Moderate Good
No.
(Performance potential)
P P
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
1 Product line x 6 7
2 Sales market (market share) 5 7
3 Marketing concept 5 6
4 Finance situation 6 9
5 Research and development 3
6 Production
7 Raw materials and energy
8 Location
9 Cost situation, differentiation
10 Quality of management
11 Leading system
12 Potential increase or productivity
Total Score 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Competitors Analysis
Main Competitors
1 Competitor A Description Here
2 Competitor B Description Here
3 Competitor C Description Here
4 Competitor D Description Here
5 Competitor E Description Here
6 Competitor F Description Here
Main Competitors
Competitor A
Turnover: $ 200 M
Company Name
Top Product: Text Holder
Employees 20
Competitor B
Turnover: $ 500 M
Company Name
Employees 50
Competitor B
Turnover: $ 300 M
Company Name
Employees 100
Overview of the Main Competitors
Key Feature 1 Key Feature 2 Key Feature 3 Key Feature 4 Key Feature 5 Key Feature 6
Our Business
Competitor A
Competitor B
Competitor C
Competitor D
Overview of the Main Competitors
Criteria
Revenue Profit Market Share Main Activity # of Employee Product Quality
Our Business Text Holder… Text Holder… Text Holder… Text Holder… Text Holder… Text Holder…
Competitor A Text Holder… Text Holder… Text Holder… Text Holder… Text Holder… Text Holder…
Competitor B Text Holder… Text Holder… Text Holder… Text Holder… Text Holder… Text Holder…
Competitor C Text Holder… Text Holder… Text Holder… Text Holder… Text Holder… Text Holder…
Competitor D Text Holder… Text Holder… Text Holder… Text Holder… Text Holder… Text Holder…
Competitor E Text Holder… Text Holder… Text Holder… Text Holder… Text Holder… Text Holder…
Competitor F Text Holder… Text Holder… Text Holder… Text Holder… Text Holder… Text Holder…
Internal / External Competitor Portfolio Analysis
Comparison to Competitors
Criteria Observation Range Strength and Weaknesses Worse Same Better
1 2 3 4 5 6 7 8 9
Relative Market Share ….
Investment intensity ….
Value Creation ….
Quality ….
Cost Structure / Cost Advantage ….
Trans Regional Recognition ….
Professional Competence ….
Marketing – Know - Know ….
Financial Potency ….
Location and other Advantages ….
Efficiency of Management ….
Overall Evaluation ….
Evaluation of Individual Competitors
Evaluation Factors (1=excellent To 10=poor)

Business From A
Current Market Economic Competence &
Customer Market Position
Position Situation Product Line
Perspective
OUR Business 5 2 10 8 25 Niche Supplier
Competitor A 2 2 4 2 17 Contender
Competitor
Competitor B 3 5 2 7 17 Contender
Competitor C 1 3 2 3 9 Market Leader
Competitor D 5 10 7 3 25 Niche Supplier
<10 Market Leader 11-20 Contender >20 Niche Supplier
Classification Of The Competitors' Market Attractiveness And Market Share
Similar
Potential Competitors Direct Competitors

1 Our Business
6
MARKET ATTRACTIVENESS
2 Competitor 1
4
1
2 3 Competitor 2
4 Competitor 3
3
5 5 Competitor 4
Different
Strategically New Terrain Potential Markets 6 Competitor 5
Different GLOBAL MARKET SHARE Similar
Internal
Analysis
Internal Analysis – Corporate Culture
Value and corresponding measures
Value 1 Value2 Value 3 Value 4

Impact on sinking, acting and Impact on sinking, acting and Impact on sinking, acting and Impact on sinking, acting and
planning of the company and it's planning of the company and it's planning of the company and it's planning of the company and it's
employees. employees. employees. employees.
Value 5 Value 6 Value 7 Value 8

Impact on sinking, acting and Impact on sinking, acting and Impact on sinking, acting and Impact on sinking, acting and
planning of the company and it's planning of the company and it's planning of the company and it's planning of the company and it's
employees. employees. employees. employees.
Internal Analysis – Corporate Structure
Structure and hierarchy of your company
Management
Management Assistance
Marketing Sales Development Production Admin finance
EM EM EM EM EM EM
EM EM EM EM EM EM
EM EM EM EM
EM EM EM
EM EM
Internal Analysis – The Value Chain
Entirety of processes involved to provide a product or service to the market
Firm Infrastructure (Leadership, Financial Management, etc.)

Support Activities
Human Resource Management (Staff Planning, Acquiring, Development, etc.)
M
ar
Technology Development (Research & Development, IT-System, etc.)
gin
Procurement (Raw Materials, Equipment, Facilities, etc. )
Primary Activities
Inbound Logistics Operations Outbound Logistics Marketing & Sales Service

• Incoming Goods • Production • Warehouse • Price • Installation /
• Storage • Packaging management Distribution Configuration
gin
•
• etc. • etc. delivery • Advertising • Maintenance
ar
M
• etc. • Process • Supplies
• etc. • Aftersales
• etc.
Internal Analysis – Key performance indicators
Business unit analysis
1 2 3
Sales volume Key performance indicators Contribution margin
4 5 6
Turnover Total expenses Cashflow contribution
Internal Analysis – Resource Analysis
Corporate resources
Material resources Financial resources Employees

• Installations • Liquidity • Staff situation
• Interior • Reserves • Education
• Equipment • Possibilities to raise capital • Staff development
Management IT-Equipment Other

• Quality of leadership • Sort • Insert description and notes in
• Business experience • Actuality keywords
• Age structure • Complexity
Internal Analysis – Potential Analysis
Position of own company on the market according to the following factors:
Image Market Capital Employees

• Brand image of the company, • Positioning of the company: • Capital resources • Number of employees,
separate product brands Market share or provider of • Credit status structure, qualification and
product brands motivation
Location Sales Partner Customer

• Location quality • Distribution organization • Relation to corporation and • Number of customers
• Infrastructure distribution partners • Customer potential
• Business locations • Customer retention
• Distribution in Target area (reality vs. fluctuation)
Internal Analysis – Capacity Analysis
Analysis of current customer sales and potential
Procurement Financing Company

• Procurement systems • Capital requirements • Organization
• Supplier relationship • Investment intensity • Value chain
• Purchasing power
Insert description and notes in Insert description and notes in Insert description and notes in
keywords keywords keywords
Internal Analysis – Capacity Analysis
Analysis of current customer sales and potential
Development Marketing Production

• Research / development • Marketing concept • Technology
• Know how • Standards • Capacity
• Patent • Brands • Protectivity
• Development status
Insert description and notes in Insert description and notes in Insert description and notes in
keywords keywords keywords
Internal Analysis – HR Management
Evolution of human resources management (HRM) goals
Changing The World Of Work Labor Unions

Factors of influence on your Factors of influence on your
marketing strategy related to the Inception marketing strategy related to
changing world of work  -- labor unions
 ---
Maintenance HRM Development

 --  --
 --- Coals  ---
Motivation
 --
legislation  ---
Management Practices
Factors of influence on your Factors of influence on your
marketing strategy related to marketing strategy related and
legislation management practices
Internal Analysis – CSR Management
Corporate social responsibility tasks
Environment-related tasks Economy-related tasks

This is a sample text. You simply add your This is a sample text. You simply add your
own text and description here. This text is own text and description here. This text is
fully editable. CSR fully editable.
Measures
Society related tasks

This is a sample text. You simply add your own text and description here.
This text is fully editable.
Internal Analysis – Deming Cycle (PDCA/PDSA)
Repeat the cycle until the process is perfected
 Phase 1:
Identify the improvement 6 1 2
 Phase 2: PLAN
Analyze process
6 3
 Phase 3:
Develop the optimal solution
 Phase 4:
Continuous
Implement solution ACT DO
Improvement
 Phase 5:
Check the Implementation of the
solution
 Phase 6:
5 4
Standardize the solution CHECK
 Phase 7:
Plan for the future
Internal Analysis – Competitive Advantages
Skills providing competitive advantages
Skills Intellectual property (IP) Assets

• Experience, staff, production, • Patents, copyright, design, rights, • Capital, goods, resources, real
management processes trademarks, etc. estate, production plants, stock, etc.
Insert description and notes in keywords Insert description and notes in keywords Insert description and notes in keywords
Internal Analysis – Development Competence
Analysis and development of key competencies in your country
Low
Title Placeholder
Blurred Realm
This is a sample text. You simply add your own
Internal analysis > Customer value
II. Competence gaps III. Speaker strategically relevant

text and description here. This text is fully
Selective Competencies
In-/Outsourcing Insourcing editable.
Skill 1  It can be replaced with your own style.

You can change its color or font size.
Blurred Realm Blurred Realm
Skill 2
Skill 3
Blurred Realm
IV. Competence potential
I. Competence standards You simply add your own text and
Selective
Outsourcing description here.
In-/Outsourcing
High
Low High
External analysis > Value of expertise

Internal Analysis – Core Competence
Increasing value for the company and customer satisfaction
High
R&D
Production
Core Competencies
Logistics
Sales
Increase in value
Service
Procurement
Medium
Key Skills (Resources)

Low
Not Satisfied Satisfied Highly Satisfied

Customer
Internal Analysis – Strengths & Weaknesses
Analysis of internal company resources (1/3)
Source Of
Evolution
Evolution Rating Evolution
Process
Criteria
• Identification of • Weighing of evaluation • Identification of all • Discussion on extreme

companies specific criteria (optional) participants values (positive/
success factors • Determination of • Evaluation of criteria in negative)
• Derivation of evaluation evaluation scale relation to competitors • Significant strengths &
criteria weaknesses
• Creating an improvement
suggestion
• Catalogue of resulting
measures
1 2 3 4
Relevance
Sector Success Factor Notes
1 2 3 4 5
Range of service
Pricing
Image
Market Share
Market Growth
Sales Development
Marketing and Sales
Distribution
Sales Network
Advertising
Complaint Management
Adherence to Schedules
Customer Structure
Order Processing
Sensitivity to Economic Situations
Customer Service
Market Research
Sales Planning
Customer Loyalty
Weighing Evolution
Success Factor Poor Neutral Good Note

Low Medium High
9 8 7 6 5 4 3 2 1 0 1 2 3 4 5 6 7 8 9
-- --
-- --
-- --
-- --
-- --
-- --
-- --
-- --
-- --
-- --
Internal Analysis – Opportunities & Threats
Analysis on environmental / external changes and subsequent reactions
Criteria Opportunities Threats

Market Situation
Market Structure x
Market Potential / Market Volume x
Customer Structure x
Competitor x
Environment / Frame Conditions
Law / Taxes x
Society x
Ecology x
Technological Development x
Strengths
Product Range x
Price x
Organization / Management x
Weaknesses
Location x
Marketing Performance x
Innovation Ability x
Financial Resources x
Overview of the Main Competitors - SWOT
Quality Staff Service
• This text is fully editable. • This text is fully editable. • This text is fully editable.
• You simply add your own text here. • You simply add your own text here. • You simply add your own text here.
• This text is fully editable. It can be • This text is fully editable. It can be • This text is fully editable. It can be
S
replaced with your own style. replaced with your own style. replaced with your own style.
Portfolio Sales Other
• This text is fully editable. • This text is fully editable. • This text is fully editable.
• You simply add your own text here. • You simply add your own text here. • You simply add your own text here.
• This text is fully editable. It can be • This text is fully editable. It can be • This text is fully editable. It can be
replaced with your own style. replaced with your own style. replaced with your own style.
STRENGTHS
Location

• You simply add your own text here.
W
• This text is fully editable. It can be replaced with your own style.
Technology

• You simply add your own text here.
• This text is fully editable. It can be replaced with your own style.
WEAKNESSES
Market Product
• This text is fully editable. • This text is fully editable.

• You simply add your own text here. • You simply add your own text here.
• This text is fully editable. It can be replaced with your own • This text is fully editable. It can be replaced with your own
O
style. style.
Marketing Growth

style. style.
OPPORTUNITIES
Market Product

T
style. style.
Marketing Competition

style. style.
THREATS
Current Situation
Summary
Current Situation – SWOT Analysis
Identify internal and external factors favorable and unfavorable to your objectives
Strengths Weaknesses
• What do you do particularly well? • What do you feel uncomfortable in doing?
Internal •
•
What do you do that is unique in the "marketplace"?
What do you your customer/clients/patrons ask
• What needed resources, staff, or skills do you lack?
Factors volume do over and over again?

• What do you have to right tools/ resources to
accomplish?
Opportunities Threats
• Are there new situations coming down the road that • Who is your competition and what do they offer that
External you can take advantage of (new programs being

offered, new faculty joining the department, new
you cannot do as well or at all?
• Are there "Environmental" changed or situations that
Factors tools available to you)?
• Are there gaps in the" market" that you can fill?
could cause problems for you and your programs?
• What other roadblocks are being thrown in your
• Are there partnerships that might be fruitful? path?
Current Situation – SWOT-To-TOWS Analysis
Match opportunities and threats with strengths and weaknesses
Internal Analysis
SWOT Analysis
Strengths Weaknesses
Strategic objectives for S-O; Strategic objectives for W-O;

Opportunities Pursuit of new opportunities that match the Eliminate Weaknesses to exploit new
External Analysis
company's strength opportunity
Strategic objectives for S-T; Strategic objectives for W-T;

Threats
Strengths to ward off threats Defense strategies as targets for threats
Current Situation – Competition Advantage
Market attractiveness - competition advantage portfolio 1/3
Evaluation of market attractiveness
Coefficients Coefficients
Criteria Weigh, INDEX Criteria Weigh, INDEX
0 0.1 0.2…0.8 0.9 1 0 0.1 0.2…0.8 0.9 1
1. Market Growth 3. Energy / Accommodation
2. Market Quality - Interference of

accommodation
- Profitability of the branch
- Influence of profitability
- Tolerance for price policy through price incensement
- Technological level - Existence of alternatives
-Protectability of know how 4. Environment Situation
- Intensity of investments - Economic dependency
- Intensity/structure of - Inflation effects
potential consumer
- Dependency on legislation
- Entry barriers
- Dependency on public
- Distribution requirements
- Risk of public interference
- Variability of competition
conditions - Pollution on nature
- Substitution possibilities Total 1.0
Evaluation of market attractiveness
Coefficients Coefficients
Criteria Weigh, INDEX Criteria Weigh, INDEX
0 0.1 0.2…0.8 0.9 1 0 0.1 0.2…0.8 0.9 1
1. Market Position - Pot. Increase of productivity
- Market share - Environmental friendly production
- Size and financial power - Delivery conditions
- Growth rate - Sustain market share with given supply

conditions
- Profitability
-Cost situation with energy and raw
- Risk material supply
- Market potential 3. Relative R&D Potential
2- REL, Product Potential - Status of research
- Process efficiency - Development compared to market
- Cost advantage position
- Innovation ability - Innovation potential
- License relations 4. REL. Employee Qualification
- Adaptability - Professionalism and culture
- Innovation climate
Total 1.0
Low Medium High
Investment and Growth Strategies
High
Market Attractiveness
Selective Strategies
Medium
B
Absorption and Divestment Strategies
C Low
Relative Competition Advantage

The five criteria of sustainable competitive advantage
Sustainable
Competitive
Advantage
Applicable to multiple
Unique 1 5 situations
Difficult to replicate 2 4 Sustainable
Superior to the competition

Objectives
Objectives – Corporate Goals
Setting goals from company vision and values
Mission Status QUO Goals
Company visions Here: • Is a process to reach the vision in action?

Which goals can be deducted from the
- • Which steps have already been
company's visions and their status quo?
- implemented to get it on its way?
Company visions Here: • Which steps need to be done to reach

How can these goals be reached in the short
- Vision?
term (concrete steps and measures)?
- • How can steps be implemented?
Company visions Here:

• Are there any handles to overcome?
- Goals and targets
• How can this be circumvented?
-
Objectives – Corporate Goals
Evaluate targets for sub-goals in order to reach main corporate goals
Goal 1 Goal 2
Sub-Goal 1 Sub-Goal 1 Sub-Goal 1 Sub-Goal 1 Sub-Goal 1 Sub-Goal 1
Target: Target: Target: Target: Target: Target:

What is your target? What is your target? What is your target? What is your target? What is your target? What is your target?
Status 50% Status 60% Status 90% Status 40% Status 70% Status 50%
Project Project Project Project Project Project
Objectives – Gap Analysis
Revenue targets and their development in the course of time
Target value I.E revenue
Strategic Gap
New
business
Development limit
Potential core
Operative Gap
business
Core business
Present Planning Horizon Time
Objectives – Marketing Targets
Economic and non-economic objectives of a business
Economic Marketing Targets Non-Economic Marketing Targets

Connecting to the mental processes of the buyer (purchase
Close connection to generate economic company objectives
behavior)
Revenue / profitability Customer retention
Profit contribution / return on investment Customer satisfaction
Growth(revenue/sales/profit) Name recognition
Rationalizing Attitude (image/sympathy)
Capacities Repurchase rate
Security (risk distribution) Level of distribution
Market position/market share Effects of knowledge
Strength of purchase intention
Objectives – Marketing Objectives
Derivation of marketing objectives and corporate objectives
Retention of the economic and legal independency, increasing

Corporate development of flexibility
Objectives
Marketing Financial
Objectives Objectives Increase in sales, improvement of company image
Price Communication Distribution

Policy Target Target Target Preparation of contract conclusions
PR- Exhibition Advertisement Managing customer data, raise purchase interest,

Objectives Objectives Objectives increasing the popularity of the brand
Objectives – Long Term Objectives
Vision fulfillment through long term objectives
Long Term Objective 1

1 This is a sample text. You simply add your own text and description here. This text
is fully editable. It can be replaced with your own style. You can change its color or
font size.

font size.

font size.
Market
Research
Market Research - Parameters
Defines the desired parameters for your market research
Status QUO Parameter of market research
Relevant markets Sample Text…

Market Research Planning Process
Products to be evaluated Sample Text…

Data Collection
Approach Sample Text…
Data Evaluation & Interpretation

Geographical scope Sample Text…
Definition of Actions Survey method Sample Text…
Selection method for evaluated

Implementation Sample Text…
products
Market Research – Action Plan
Planning of survey methods and resulting actions
Criteria Method/Action Method/Action Method/Action Method/Action
How are the research

Scope objects defined?
Sample Text… Sample Text… Sample Text…
What is the theoretical

Benefit benefit of the measure?
Sample Text… Sample Text… ---
Where will the objects be Sample Text…

Use used?
--- ---
How frequently is a survey Sample Text…

Frequency conducted?
--- ---
What are the estimated

Costs costs?
--- --- ---
How many employees are

Manpower surveyed?
--- --- ---
Conclusion
Evaluation --- --- ---
Market Research – Action Plan
Timeline for marketing research measures
No. Task Time Jan FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Market Research - Results
Overview of market research results
Research 1 10% Research 3 10%

Conclusion
Summarize the This is a sample text. You simply
Summarize the
results of the
results of the 35% 20% 40% add your own text and description
survey here
survey here
here. This text is fully editable.
35%
 It can be replaced with your

20% 30% own style. You can change its
color or font size.
Research 2
Summarize the 10% Research 4 10%  This is a sample text. You
results of the Summarize the simply add your own text and
10%
survey here 20% results of the
survey here description here.
50%
You simply add your own text
20% 60%
20%
Market
Strategy

Market Strategy – Market Simulation Strategy
Matrix for the evolution of the price/performance strategy
Performance II: Performance

High Strategy
IV: Advantage
Strategy Outpacing Strategy
Outpacing
Strategy
“ Stuck-In-The-Middle”
Low High
Price
Security
Distance
I: Overall Reaching Strategy
III: Price/Amount Low

Strategy

Competition Strategy (Porter)
Matrix of the determination of basic competition strategy
Strategy Of Strategy of aggressive

Overall Market
Quality Leadership cost leadership

Performance/quality Price/costs
uniqueness standard product
Degree of Competition
Competition
Strategy
(Porter)
Strategy Of Selective Strategy of selective

Sub-Market
Quality Leadership cost leadership

Specific need relatively Limited needs
price inelastic price elastic
Performance advantage Cost advantage

Competitive advantage
Market Strategy – Growth Strategy (ANSOFF)
Products/market matrix to determine growth strategy according to Igor Ansoff
Product Conclusion
This is a sample text. You simply add
Existing New your own text and description here. This
text is fully editable.
Market
 It can be replaced with your own
style. You can change its color or
Market Product font size.
Existing
Penetration Development
 This is a sample text. You simply
add your own text and description
here.
Market You simply add your own text and

New Diversification description here.
Development

Market Strategy – Promotion Strategy
Strategies according to individualization degree of product and customer relation
Level of individualization of a product
Customized Marketing Individual Marketing

High
Customer individual
Individualization of product
market development
Mass Marketing Relationship Marketing

Low
Standardized market development Individualization of customer relationship
Low High
Individualization degree of customer relationship

Market Strategy – Summary
Summary of the basic marketing strategy
Where? How? When?
What is the central orientation of the When will the company become active
In which market is a company active?
marketing strategy? on the market?
Concentration of a company's activities Conscious selection of markets and Determination of market entry time in
on particularly attractive and promising definition of future strategies with long- compliance of the previous development
markets term orientation and production effort

Market Strategy – Marketing Mix (4P’S)
Components in measures of the marketing mix
Product Policy Price Policy Communication Policy Distribution Policy

• Product innovations • Price • Media advertisements • Distribution system
• Product improvements • Price deductions • Sales promotion • sales organs
• Product differentiation • Rebates and discounts • Direct marketing • Logistics systems
• Marketing • Delivery conditions • Public relations • …
• Naming • Payment conditions • Sponsoring
• Surface performance, • Fairs and exhibitions
assortment planning, • Employee communicate
packaging, etc.
Marketing Mix
Sub-Markets and Customer Groups

Marketing Mix (4P’S) - Objectives
PRODUCT PROMOTION
fully editable. fully editable.
Marketing
Mix
PRICE PLACE
fully editable. fully editable.

PRODUCT
This is a sample text. You simply add your own text and description here.
PHYSICAL PROMOTION
own text and description here. own text and description here.
Marketing
PEOPLE Mix PLACE
own text and description here. own text and description here.
PROCESS PRICE
This is a sample text. You simply add your own text This is a sample text. You simply add your own text
and description here. and description here.

Marketing Mix (7P’S) - Budget
Classical and new instruments
Process Policy Price Policy

“Process” “Price”
Distribution Policy Equipment Policy

“Place” “Physical Facilities”
Personal Policy Communication Policy

“Personal” Product Policy “Promotion”
“Product”

Disruptive Marketing
Definition
• Disruptive marketing is a strategy that aims to provide the

customer with a completely new approach to a product
company. This is achieved through innovative methods, and
alternative communication strategies and channels. The goal
is to change brand perception.
• 3 ways generate positive business results are:

• Iterative testing
• Growth hacking
• Prophet modeling

Model of Innovative Disruption
Performance
s
ension Range of performance that
dim
rm ance ress
benefits the customer
d per fo
c al prog
nize logi
re cog tec hno
f f
nt o ed o
rov eme Spe
Imp es
the customer us
Performance that
Disruptive innovation
Source: Harvard Business School Press Time

Impact
Customer Marketer
• The customer experiences a service or product in a • Classic marketing methods and strategies and
completely new way. discarded.
• Interest is piqued through innovative channels and • Novel methods of customer engagement and retention
methods. become an important part of the marketing strategy.

Disruptive Marketing Testing
Find the appropriate ROI

Growth factors
message and address Forecast campaign's
(exponential)
the target group performance
Time
Span
Month 1 Month 2 Month 3 Month 4
Conversion
Reach
Dust and why customer
select channels
buy

Strategy
Product
Product – Product Mix
Evaluation of product lines concerning length, depth, and consistency.
Length This is a sample text. You simply add your own

Number of products in one
text and description here. This text is fully
product line
Line 2 editable.
 It can be replaced with your own style. You

Line 4 can change its color or font size.
Line1
Line 3
You simply add your own text and
10
0
description here.
Line 5
5
5
0
10 Consistency
Depth Relatedness of products within the
Subcategories of product line category

Product – Strengths & Weaknesses
Analysis of products’ strengths & weaknesses
Product Strengths Weaknesses
Weaknesses concerning product quality,

Product Name: • Briefly describe strengths in relation to
range of product line and development
Definition customer satisfaction,n competition, etc
potential.
• This is a sample text. You simply add your This is a sample text. You simply add your
Product Name:
own text and description here. This text is own text and description here. This text is fully
Definition
fully editable. editable.
• This is a sample text. You simply add your This is a sample text. You simply add your
Product Name:
own text and description here. This text is own text and description here. This text is fully
Definition
fully editable. editable.

Product – Perceptual Mapping
Positioning matrix displaying the customers perception of the product
Categorization Characteristic A1 Categorization This is a sample text. You simply add

(Opposing A2) Product your own text and description here. This
text is fully editable.
Product Product
Product
Product  It can be replaced with your own
style. You can change its color or
Characteristic B1 Characteristic B2 font size.
(Opposing B2) (Opposing B1)
 This is a sample text. You simply
add your own text and description
here.
Product
Product Product You simply add your own text and
description here.
Characteristic A1
Categorization (Opposing A2) Categorization

Product – Product Life Cycle
Product lifecycle displaying sales, profit and loss zones in the course of time in separate phases.
Development Introduction Growth Maturity Saturation Degeneration Elimination This is a sample text.
You simply add your own
text and description here.
This text is fully editable.
Product B  It can be replaced

with your own style.
Sales and Profit
You can change its

color or font size.
Product A  This is a sample text.

Product C

Product – Brand Experience
Factors which define a customer's brand experience (according to J.Brakus)
Sensory Affective
Sensory characteristics of the product which could be used for Pictures of testimonials which can't still have emotions,
marketing (such as smell, colors, Sound, music, etc. memories, desires, and wishes of the customer
Intellectual
Behavioral Active engagement with a product [direct or indirect], for
Marketing actions which invite customers to interact, move or example via social media channels, blogs, promotions, cultural
use a product in a certain way events, sweepstakes

Product – Brand Experience
Customer contact with the brand
Function
Support Technology
Warranty Service
Sensorial experience
Presentations
Management Function
Shapes/haptics
Press release
Advertising Product
Stimulation of sense
Direct marketing
Noise/Colors
Print products
History Identity
Website TV Interactivity
Design Warranty
Testimonials/Brand
Social Networks
Place of action Ambassadors

Product – Four Codes of Brand Communication
Communication model implying that there are three more codes next to language responsible for concrete meaning
Meaning
Language History Symbols Sensorics
Style Tell Stories Protagonists Sensorial Experience
Rhetoric Show Episodes figures Stimulation of Senses
Wording Place of Action Noise / Colors
Sharps/Haptics
! “Only the four codes combined make a brand successful on the long run”

Product – Requirements For a Brand
Major tasks or branding policy: Development of brand names and trademarks
Brand Brand
1 Name/Marking 2 Protection 3 Distinctiveness 4 Standards
Product design Difference in performance

Brand in relation to other brands Standardize quality
Packaging on the market compared with competitive
offerings Consistently high quality
Trademark
5 Price Stability 6 Availability 7 Publicity
No specials, Perception and recognition of products on

Availability and distribution
action prices or sales market through advertising

Product – Corporate Identity
Detailed presentation of the three activities of a company, aligned upon a corporate philosophy
Internal and external corporate

communication:
Press release, ads, posters, TV, spots, Staff,
newspaper, customer, magazine, website banners,
Appearance: open house, company celebration, trade show
Logo, fonts, color, layout appearance, packing design.
Co
sig te
Co mu
De pora
m
rp n i c
n
or a t
r
at i o
Co
e n
Behavior from inside
Corporate
to outside:
Communication To employees, customers and suppliers

Product – Corporate Dimensions
Dimensions of product
Extended Product Payment Free

(Product related service) Terms Delivery
Actual Product Design Packing Construction

Education
&
(Product Appearance) & Training
Installation
Core
Customer Benefit Product
Brand Quality
(Product or Service)
Main-
On-Site
tenance &
Service
Care
Ad
Functionality
di
ti o
na
lU
sa
Customer Guarantee/
ge
Support Warranty

Product – Product Portfolio Analysis (BCG)
Growth share matrix for evaluation of growth opportunities
10
Stars Product 3
Question Marks
Product 4 Product 2
High
Market Growth Rate
Product 4 Product 1
Product 5
Low
Cash Cow Poor Dog

0
0 Low 1 High 2
Relative Market Share

Product – Norm Strategies (Mckinsey/GE)
Matrix of norm strategies (threefold division of axis)
High
Investment or Retreat Investment Keep Market Leadership

Market Attractiveness
Absorption and Gradual

Medium
Transition Growth
Divestment
Absorption and Gradual

Divestment Absorption
Low
Divestment
Low Medium High 2

Relative Competitive Advantages

Strategy
Price
Price – Price Policy Objectives
Comparison of possible pricing policy objectives
Increase and recovery of market Development of new Markets or

shares market niches
Improvement of revenue situation Eliminate or discourage competitors
Create image for product or product

Improvement of Profit situation
line

Price – Price Strategies
Matrix with high-price, low price, and value-oriented price strategies
High
 Low price strategies:

High Price Product
Strategies Traditional approach with the lowest
possible price for the product.
 High price strategies:

Target specific customer through high
Price level
price level.
Product
 Value-oriented price strategies:

Value Oriented
Price Strategies
Price of the service correspond
Product exactly to the customer value.
Low Price
Strategies
Low
Low Service / Performance (Customer Value) High

Price – Pricing Techniques
Price development in the course of time
Price
Premium price-strategy Milestone
Absorption strategy (skimming-price-strategy)
Introduction Milestone
Milestone Milestone
Follow-the-free-strategy
Low price-Strategy (promotion price-strategy)
Time
Price - Price Differentiation & Profit Potential
Exhaustion of the profit potential through price differentiation
Sales
Lost Profits
B
Your Sales
A Your Profit C
Unite Cost Your Price Price

Price – Break-Even Analysis
Evaluation model to determine the sales volume required to achieve the break-even point
Revenues
Cost Sales $
t
Profi Total Costs
Break-Even Analysis
Variable Costs
Break-Even-Point
Loss
Fixed Costs
Break-Even Quantity quantity

Price – Zones
Respective price zone in relation to supply chain
Zone
Zone 4
4
Definition
Logistic, travel time, costs, price Zone
Zone 3
3
difference Definition
Zone
Zone 2
2 Logistic, travel time, costs, price
Definition difference
Logistic, travel time, costs, price Zone
Zone 1
1
difference Definition
Logistic, travel time, costs, price
difference
Logistic
Logistic
Definition Center
Center
Logistic, travel time, costs, price
difference
Distance
Distance
Distance
Distance

Price – Payment Methods
Overview of the payment methods and their respective costs
Payment Methods Place of Payment Payment Costs Time of Payment
Respective fees for company Dose the time of order/delivery

Invoice Locally or online?
and/or customer coincide with payment?
Direct Payment Sample Text… Sample Text… Sample Text…
Credit Card Sample Text… Sample Text… Sample Text…
Advanced Payment --- --- ---
Online Transfer --- --- ---

(PayPal, Amazon… etc.)

Strategy
Promotion
Promotion – PR Goals
Goals and actions of public relations
Goals Inform convince Remind
Primary Attracting New Attend to Loyal Sales Stabilize

Tasks Customers Customers Marketing Sales
Influence
Secondary Increase Brand Lead Product
Decision-
Tasks Recognition Generation Differentiation
Makers

Promotion – PR Instruments
Planning and evaluation of actions
Above the line (ATL)

High Priority Medium Priority Low Priority
Classical marketing- recognizable
for everybody
TV Public
Reach
Radio
Print Cinema
PR
Below the online (BTL) Online

SEO Mobile
Alternative marketing- mainly Marketing
Marketing Viral/
visible only for targeted groups Guerilla Product
Reach
Sponsoring Fair /
Placement
Exhibition
Event Direct
Promotion Marketing Marketing
High Frequency Medium Frequency Low Frequency

Promotion – Media Planning
Overview of the planned PR action/measures
Target
Action / Measures Medium Scope Frequency GRP Budget CPM
Group
Action 1 --- --- --- --- --- --- ---
Action 2 --- --- --- --- --- --- ---
Action 3 --- --- --- --- --- --- ---
Action 4 --- --- --- --- --- --- ---
Action 5 --- --- --- --- --- --- ---
Action 6
--- --- --- --- --- --- ---

Promotion – PR Measures
Detailed definition of individual PR measures
Measures (What?) Goals (Why?)
• This is a sample text. You simply add your own text and • This is a sample text. You simply add your own text and
description here. This text is fully editable. description here. This text is fully editable.
• It can be replaced with your own style. You can change its color or • It can be replaced with your own style. You can change its color or
font size. font size.
• You simply add your own text and description here. • You simply add your own text and description here.
Implementation (How? Team (Who?)
• This is a sample text. You simply add your own text and Task 1 Name / Description
description here. This text is fully editable.
Task 1 Name / Description
• It can be replaced with your own style. You can change its color or
font size. Task 1 Name / Description
• You simply add your own text and description here.
Task 1 Name / Description

Promotion – Dimensions of Media Strategy
Analysis and visualization of the 6 most important parameter of Media strategy
Percentage of reached target group
Rang
Design of advertising (for

Frequency of addressing
instance, Color and their Impact Contacts the target persons
placement)
Size, formats, advertising, The member of Applied

and spot lengths Dominant Intensity Media (Media mix)
Repetition
Frequency and timely and intervals of the contacts

Strategy
Distribution
(Place)

Distribution – Market Areal Strategy
Determination of Geographic coverage
Market Areal Strategy
Local Reginal National International Multinational Global
Process of Geographic Expansion

Distribution – Market Area Strategies
Basic principles for market areas/market development
Regional Strategy A
•• Local
Local Market
Market
•• Regional Market
Regional Market
Regional Strategy C
•• Cross
Cross Regional
Regional Market
Market Local
•• Local Market
Market
•• National
National Market
Market Regional
Market
•• Cross
Cross Regional
Regional Market
Market
•• National Market
National Market
Regional Strategy B
•• Local
Local Market
Market Regional Strategy D
Regional Market
•• Cross Regional
Cross Regional Market
Market •• Local
Local Market
Market
National Market •• Regional Market
Regional Market
•• Cross Regional
Cross Regional Market
Market
National Market

Distribution – Global Strategies
This is a sample text. You simply add your
3 4
own text and description here. This text is
fully editable.
High
Global Transnational
Integration Advantage
 It can be replaced with your own style.
Marketing Marketing
You can change its color or font size.
 This is a sample text. You simply add

your own text and description here.
You simply add your own text and 1 2
Low
description here. International Multinational
Marketing Marketing
Low High
Differentiation Advantage
Distribution – Distribution Channels
Show distribution channels any specifications
Manufacturing C & F Agent Distributor Retailer Customer

This is a sample text. You This is a sample text. You This is a sample text. You This is a sample text. You This is a sample text. You
simply add your own text simply add your own text simply add your own text simply add your own text simply add your own text
and description here. and description here. and description here. and description here. and description here.

Strategy
Market Entry

Sprinkler Strategy
International multiple/market entry
Waterfall Sprinkler Waterfall- Sprinkler

Strategy Strategy Strategy
Sequential entry in Simultaneous entry in Combination of Waterfall and

multiple markets multiple markets Sprinkler strategies
Entry Entry Entry
Market 1 Market 1 Market 2
Market 2 Market 3
Market 3 Market 4 Market 5
Market 4 Market 1 Market 2 Market 3 Market 4 Market 6
1 2 3 4 1 2 3 4 1 2 3 4
Timeline/Years Timeline/Years Timeline/Years

Implementation

Implementation – Financial Plan
Definition and planning of the marketing budget
Expense Items Product 1 Product 2 Product 3 Product 4 Total
PR Xx$ Xx$ Xx$ Xx$ Xx$
Advertisement Xx$ Xx$ Xx$ Xx$ Xx$
Cost of supplies Xx$ Xx$ Xx$ Xx$ Xx$
Production costs (campaign) Xx$ Xx$ Xx$ Xx$ Xx$
Market research Xx$ Xx$ Xx$ Xx$ Xx$
Sales organization Xx$ Xx$ Xx$ Xx$ Xx$
Manpower (own employees) Xx$ Xx$ Xx$ Xx$ Xx$
Online marketing Xx$ Xx$ Xx$ Xx$ Xx$
Variable cost (promotions etc.) Xx$ Xx$ Xx$ Xx$ Xx$
Further items Xx$ Xx$ Xx$ Xx$ Xx$
Overall Expenditure Xx$ Xx$ Xx$ Xx$ Xx$

Implementation – PR Measures
Marketing-Specific Measures
Time In
# Activity Budget Jan FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
(Days) Charge
1 Description / Title xx days AS xx,xxx Element Title
2 Description / Title xx days HZ xx,xxx Element Title

Implementation – Network (Critical Path)
Implementation – Network (Critical Path)
TASK # TASK # TASK #

# Xx Days # Xx Days # Xx Days
Date Date Date Date Date Date
Text Placeholder Text Placeholder Text Placeholder
TASK # TASK # TASK # TASK #

# Xx Days # Xx Days # Xx Days # Xx Days
Date Date Date Date Date Date Date Date
Text Placeholder Text Placeholder Text Placeholder Text Placeholder
TASK # TASK #
# Xx Days # Xx Days
Date Date Date Date
Text Placeholder Text Placeholder

Marketing Expense To Sales Analysis
Marketing expenses in relation to self development
$1500K
$1350K
$1350K
$1200K
$1200K
$1050K
$900K
$800K
$750K
$650K
$600K $550K
$500K
$450K $450K
$450K $400K $400K
$350K $350K
$300K $300K $300K
$300K $250K $250K $250K
$200K $200K
$150K $150K
$150K $100K $100K
$0K
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales Expenses

Control
Analysis of effectiveness and assessment of measures
Expenses Sales Success

• Variance analysis • Early Warning systems • Break-Even analysis
• Marketing measures • Prognoses • Expected value
• Overhead planning • Revenue accounting • Optimization methods (price,
• Planning estimate • Variance analysis advertising, etc.)
• Operational cost comparison • Variance analysis
• Contribution margin calculation

Operated Marketing Control Tools
Effective control through routine target actual comparison
1. Annual Controls 2. Income and Expense Controls 3. Efficiency Controls

• Market performance • Distribution channels • Advertising activities
• Comparison of sales • Products • Public relations
• Expenditure comparison • Customer groups • Merchandising
• Market share comparison • Orders sizes • Distribution
• Comparison of financial figures

Scenarios

Scenarios – Scenarios Analysis
Evaluate future scenarios affecting your corporate strategy
Opportunity Characteristics A1 Strong Change

Positive
(Positive, opposing A2)
scenarios Scenario 1 Scenario 2

Political, economical or socio- Most Likely Optimistic
cultural opportunity fixing your
strategy
Characteristics B1 Characteristics B2
Negative
(Moderate, opposing B2) (Intense, opposing B1)
scenarios Scenario 3
Pessimistic
Political, economical or socio-
cultural opportunity fixing your
strategy Characteristics A1
Stagnancy (Negative, opposing A2) Threat

Scenarios – Tactics
Three example scenarios and possible tactics
Optimistic Most Likely Pessimistic

• Description of the scenario • Description of the scenario • Description of the scenario
• Concentrate on factors relevant to your • Concentrate on factors relevant to your • Concentrate on factors relevant to your
marketing strategy marketing strategy marketing strategy
Tactics Tactics Tactics

• This is a sample text. You simply add your • This is a sample text. You simply add your • This is a sample text. You simply add your
own text and description here. This text is own text and description here. This text is own text and description here. This text is
fully editable. fully editable. fully editable.
• It can be replaced with your own style.. • It can be replaced with your own style.. • It can be replaced with your own style..
• You simply add your own text • You simply add your own text • You simply add your own text

SS Marketing Plan 16 9 JFM

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

SS Marketing Plan 16 9 JFM

Uploaded by

Copyright:

Available Formats

Comprehensive

3. Of course, a valid reason is always the

1. Product / Service 2. Key Competences

OUR COMPANY OUR COMPANY OUR COMPANY

MISSION VISION VALUES

Political Economical Social Culture

Technological Environmental Legal

Supplier Procurement Production Sales

Supplier Internal Supply Chain Customer

• List of suppliers and provided • Target group

Raw Material TIER 2 TIER 1 Wholesale Retail

Raw Material Whole-

Raw Material Whole-

1. The market for consumer goods, producer goods or services?

7. Competition and planned market position

Definition Submarket A Submarket B Submarket C

Strategic Sub 1 Sub 2 Sub 3

Segment 1 Segment 2 Segment 3

Submarket A Definition, Approach Definition, Approach Definition, Approach

Submarket B Definition, Approach Definition, Approach Definition, Approach

Submarket C Definition, Approach Definition, Approach Definition, Approach

Threat of new entry Buyer power

Number of customers, mobile orders,

Supplier power Threat of substitution

Market Market Market Market Market

Amount / Value Market Potential

3 Sale Volume Provide A

2 Sale Volume Provide C

Cause of Market Trend

Cause 1 Cause 2 Cause 3 Cause 4 Cause 5 Cause 6

Competitor Relevant Products Market Share

Company 1 Product name and function 12%

Company 2 Product name and function 15%

Company 3 Product name and function 20%

Company 4 Product name and function 40%

Company 5 Product name and function 65%

Company 6 Product name and function 80%

Unaware Problem Aware Solution Aware Products Aware Most Aware

Focus on Focus on Value & Solutions &

Discovery Consideration Decision

Unaware Problem Aware Solution Aware Most Aware

Awareness Consideration Conversion

Awareness Consideration Purchase

Not Ready To Move To The Next Step?

Capture Email Address

Research Needs Content Types

Committed to researching and Comparison white papers

Understand Your Customers

What they do:

When they buy:

How they buy:

What they expect of you:

~60% 65% 80%

Target Group 01 Target Group 02 Target Group 03

Male 70% Female 50%

No. Customer Sales 2021 ($) Cumulated Sales Class

1 Element Title 200,000 15% A

2 Element Title 500,000 17% A

3 Element Title 600,000 56% A

4 Element Title 20,000 78% B

5 Element Title 90,000 25% B

6 Element Title 700,000 85% B

7 Element Title 80,000 13% C

8 Element Title 100,000 32% C