Experienced business owners and professional managers know that planning is also an indispensable management tool. They all found that it is not only a discipline, but also a good way to form a logical thinking program to force themselves to follow every step in the planning process. A well-prepared plan can greatly improve the company's ability to continuously achieve various business objectives, which is the most beneficial approach for all owners (business owners and shareholders), employees and investors of the company.
The forms of expression of the plan can be very diverse, but in essence, the plan is a document that explains the company's long-term goals/objectives, stage goals/objectives, business strategies and tactics. Simply put, the purpose of the plan is to explain where the company is going, how to get there, and the scene after the goal is achieved.
Basic elements of the proposal
Due to different objectives and contents, various proposals are quite different in form and style. However, any proposal must have eight basic elements: 5w2h 1e, * * *:
What (what)-the purpose and content of the plan.
Who-planning related personnel.
Where (where)-Planning implementation place.
When?-the planned time.
Why?-the reason and prospect of planning.
How-the method and operation of planning.
How much?-Planning budget.
Effect-predict the planning results and effects.
Any real proposal must have the above eight basic elements. It is worth mentioning that we should pay attention to the significance and effect of the whole project. If we ignore the cost of planning and do not pay attention to the prediction of the implementation effect of planning, then this kind of planning is not successful. Only a proposal with 5w 1h cannot be called a proposal, but only a scheme.
General format of proposal
1. Name of proposal
The name of the proposal must be clearly written. If the title of "How to Prevent Theft" is not complete and accurate, it should be revised as "Beijing Chaoyang District 65438,1June-February 1994 Anti-theft Scheme".
2. The name of the planner, and the name, work unit and position of the planner shall be specified. If it is a collective plan, the names, work units and positions of all relevant personnel should be written.
3. Time for completion of the proposal
Fill in according to the planned completion date. If the proposal is revised before it is finalized, the final version shall be revised except that it was completed on a certain day of a certain year and a certain day of a certain year.
4. Planning objectives
The goal of planning should be specific and clear. For example; From June 1994 to February 12, the number of thefts in Chaoyang District of Beijing decreased by 10%.
5. The content of the plan
This is the most important part of the proposal. Including planning reasons, prospects, problems, creative priorities and so on. The specific content varies with different types of planning, but it must be clear to readers. Don't be too fine and miscellaneous, otherwise it will make readers feel boring. In addition, we should also pay attention to avoid sophistry.
6. Budget and timetable
Planning is a complex system engineering, which requires a certain amount of manpower, material resources and financial resources. Therefore, it is necessary to make a good budget. When using various expenses, it is best to draw a table to list the total and sub-items of expenditure content, which is convenient for later accounting and checking.
Exceeding the schedule is to draw up the whole process of planning activities into a timetable, clearly indicating what to do on which day and which month for future inspection.
7. Planning and implementing the required site
In the process of implementing the project, it is necessary to explain what venue, what venue and how to provide help.
8. Forecast effect
According to the information, predict the effect after the project is implemented. The effect of a good project can be expected and predicted, and the result is often quite close to that predicted in advance.
9. Reference
Various reference materials, including newspapers, magazines, books, speeches, internal information of enterprises, government statistics, investigation reports, etc. , which contribute to the completion of this project, should be listed one by one. On the one hand, it shows the responsible attitude of the planner, on the other hand, it can increase the credibility of the project.
10. Other preventive measures
In order to make the project go smoothly, the project should also consider other important factors, such as:
Conditions for implementing this project.
We must get the support and cooperation from other departments.
I hope that the business leaders will explain the significance of this case to all employees, so that they can know and use it wisely.
The general format of the above suggestions is summarized as follows:
General format of proposal
front cover
(1) Name of proposal
(2) The name of the planner should be specific and clear.
(3) the completion time of the proposal
Text (4) Planning objectives
(V) Planning Contents The main contents of this plan.
(6) Budget Table and Schedule
(7) Planning website content refining
(8) Prediction effect
References in Annex (9)
(10) Other precautions
A complete marketing plan should include the following elements, but in reality, due to a series of factors such as insufficient information sources and the strength of various companies, many domestic enterprises are not very comprehensive in marketing planning. In this scheme, the leaders of enterprises should attach great importance to the position of the marketing department. The production and operation strategy of an enterprise is based on the comprehensive analysis and evaluation of a large number of market information by the marketing department, that is, the strategy of an enterprise is absolutely market-oriented and based on customer demand. This scheme is based on the author's own marketing experience and the adjustment of enterprise strategic positioning, and fully absorbs the essence of Mr. philip kotler's marketing ideas. I hope to share it with you and improve each other. 1. marketing opportunities analysis 1, marketing information management and market demand measurement (1), marketing information and research (2), forecast overview and demand measurement (2), marketing environment evaluation (1), macro-environmental demand and trend analysis (2), identification and identification of major macro-environmental factors. Analyze consumer market and buying behavior (1), consumer buying behavior pattern (2), and the main factors that affect consumer buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc.). (3), the purchase process (including the role involved in the purchase, the purchase behavior, 4. Analyze the group buying market and group buying behavior (including the comparison between group buying market and consumer market, participants, institutions and government markets in the group buying process) 5. Analyze industry and competitors (1) and identify company competitors (industry competition concept and market competition concept) (2), identify competitors' strategies (3), determine competitors' goals (4), evaluate competitors' strengths and weaknesses (5), evaluate competitors' coping modes (6), choose competitors' attacks and avoidance (7), and balance customers. (2) Selection of target market, evaluation of market segments and selection of market segments. Marketing strategy formulation 1, marketing differentiation and positioning (1), product differentiation, service differentiation, channel differentiation, image differentiation (2) development and positioning strategy-how many differences are introduced, which differences are introduced (3), positioning communication companies (2), developing new products (1), and developing new products. Management life cycle strategy (1), product life cycle including demand, technology life cycle, stages of product life cycle (2), marketing strategy in product life cycle, introduction period, growth period, maturity period and recession period, and induction and comment on the concept of product life cycle (4). Self-positioning-designing marketing strategies (1) and market leader strategies for market leaders, challengers, followers and vacancies, including expanding market aggregate, protecting market share and expanding market share (2), market challenger strategies, determining strategic objectives and competitors, and choosing offensive strategies. Choose specific attack strategy (3), market follower strategy (4), market supplement strategy (5), design and manage global marketing strategy (1), decide whether to enter the international market (2), decide which markets to enter (3), and decide how to enter the market, including direct export, indirect export, licensing trade, joint venture direct investment and internationalization process (4 Marketing plan 1, managing product line, brand and packaging (1), product line combination decision (2), product line decision, including product line analysis, product line length, product line modernization, product line specialization, product line reduction (3), brand decision (4), packaging and labeling decision (2), design pricing strategy and scheme (/kl Price discounts and concessions, promotional pricing, differential pricing, product portfolio pricing 3. Marketing channel selection and management (1), channel design decision (2), channel management decision (3), channel dynamics (4), channel cooperation, conflict and competition. Integrate the design and management of marketing communication (develop effective communication, including determining target audience, determining communication target, designing information, etc.). Prepare the overall promotion budget, manage and coordinate the integrated marketing communication) 5. Manage advertising, sales promotion and public-private relations (1), formulate and manage advertising plans, including determining advertising objectives, advertising budget decisions, advertising information selection, media decisions, evaluating advertising effects (2), sales promotion (3) and public-private relations (6), and managing sales teams. Including sales team objectives, sales team strategy, sales team structure, sales team size and sales team salary) (2) sales team management, including the selection of signboards and sales representatives, sales representative training, sales representative supervision, sales representative efforts and sales representative evaluation. Fourth, management marketing 1, the evolution of marketing organization and marketing department, the method of organizing marketing department, the relationship between marketing department and other departments, and the establishment of company-wide marketing-oriented strategy. 2. Monitor marketing execution to ensure the effectiveness of marketing. 3. Control market activities, annual plan control, profitability control and efficiency control. 4. Carry out strategic control according to the information of the marketing department.
I. Overview of implementation feasibility. General situation of enterprises. Products and services. Market and customer base analysis and competition. Pricing and sales strategy. Cost plan eight. Cash flow plan 9. X. organization and staff XI. Economic analysis (source and use of funds, equipment list, sales forecast, break-even point)