proposal template
preface of the first part
explanation of the purpose and objective of the proposal
market research and analysis
1. industry dynamic research and analysis
1. industry saturation
2. industry development prospect
3. national policy impact
4. industry technology and related technology development. Enterprise internal investigation and analysis
1. Financial status, financial expenditure structure
2. Enterprise production capacity, product quality, production level
3. Employee's ability, treatment, company's incentive, assessment and training for employees (employee survey)
4. Investigation on enterprise planning, sales and execution ability (employee's opinion)
2. Industry exit cost.
3. The threat to this enterprise after entry.
4. Threats to competitors.
iv. investigation and analysis of existing competitors.
1. Financial status, financial expenditure structure.
2. Enterprise production capacity, product quality and aquatic products production.
3. Employee's ability and treatment, and the company's incentive, assessment and training for employees (employee survey).
4. Investigation on the planning, sales and execution capabilities of enterprises (employees' opinions).
5. Research on product categories: positioning, packaging, price, market target audience and competitive advantage (employee-customer opinions).
v. investigation and analysis of substitutes.
1. Substitute technology.
2. Consumer recognition.
3. Development trend.
VI. Investigation and analysis of complementary products.
1. Whether there are complementary products.
2. price of complementary products.
3. Requirements of complementary products for products.
4. the development trend of complementary products and their new requirements in the future.
VII. Investigation and analysis of raw material suppliers.
1. alternative suppliers.
2. Whether there are substitutes for raw materials.
3. bargaining power of suppliers.
4. How much we depend on it.
5. supplier's supply capacity.
VIII. Investigation and analysis of middlemen.
1. the nature of middlemen: distributors, dealers, agents (exclusive, general agent …)
2. the degree of dependence (concern) of middlemen on our products (relative value). The proportion of our products occupying his capital and the proportion of profits given to him ...
3. The support given by middlemen to our products (absolute value): distribution ability, financial strength, manpower ...
IX. Consumer research and analysis.
1. consumer background research: income, education, age, gender, family composition, race, work ...
2. consumers' cognition and attitude towards products and competing products: quality, value, packaging, model, brand reputation, brand image and their cognitive differences.
3. Consumer's usage: purchase motivation, purchase amount, when to use it, how to use it, etc.
4. buy roles.
5. consumers' evaluation of existing marketing activities. Acceptance of advertisements, understanding of business promotion, etc.
Part III Formulation of Enterprise Strategy and Product Strategy
1. Formulation of Enterprise Strategy
2. Formulation of Product Strategy. (Provide principles or standards)
1. Products.
1) item: market positioning, target audience. (the exclusive product that combats competing products)
2) Packaging: the display is obvious and convenient, which is in line with product positioning and price
2. Price.
1) is it in line with the enterprise strategy? (long-term product/short-term investment)
2) Does it meet the product positioning?
① Profit-oriented/market share-oriented
② Different pricing strategies are adopted according to different product market positioning.
③ Keep a low-profit or even no-profit product, and its various market performances (such as packaging, publicity and complaint points) imitate the main competitors, so as to destroy its market and image.
3. channels.
1) general access. Dealer selection, management control, rebate, etc.
2) TEPCON. Because of the different product features and prices, we can choose those special channels so that its target customers can easily obtain the product.
3) New terminal development team.
4) direct sales team. For some special cases, such as the loss of dealers, the direct sales team temporarily makes up for the blank market.
5) customer database management. The customer information accumulated in the early marketing of the agent and the terminal development of the distributor itself shall be submitted to the company in written form through the agent in a timely manner. The company's management of these materials can avoid the loss of terminals caused by the loss of industry representatives and distributors.
4. Promotion.
1) advertising: appeal point
2) personnel promotion:
a) personnel training
b) personnel position definition
c) personnel assessment
d) personnel motivation
3) business promotion
a) customers. I stabilize the price of main products; Ii. brand promotion
b) retailers. Stabilize the price to ensure that the price can be restored after the promotion and the sales volume can be maintained; Or preemptively occupy the shelves in a short time
c) against middlemen. Minimizing short-term large-scale promotional activities will destroy the market and affect the terminal price system. On the other hand, dealers may not implement the terminal and intercept it, which will become their "gray income".
4) public relations. Event marketing: grasping the correct marketing events. Marketing events that are directly informed to consumers should include consumer interest points, and the information is directly and clearly informed to consumer interest points
Part IV Specific implementation & implementation (proposal)
1. Product design.
2. Price design.
iii. channel design.
iv. promotion design.
v. Sales management
Part V Conclusion