The first part is the preface.
Description of the purpose and objectives of the plan
The second part is market investigation and analysis.
I. Investigation and Analysis of Industry Trends
1. industry saturation
2. Industry development prospects
3. The impact of national policies
4. Industry technology and related technology development
5. Social environment
6. Other factors
2. Enterprise internal research and analysis
1. Financial status, financial expenditure structure
2 enterprise production capacity, product quality and production level
3. The ability and treatment of employees, the company's incentive, assessment and training for employees (employee survey)
4. Investigation on the planning, sales and execution ability of enterprises (employees' opinions)
5. Product category research: positioning, packaging, price, market target audience, competitive advantage (employee opinion)
Three. Investigation and analysis of potential entrants
1. Industry entry costs/barriers.
2. Industry exit cost.
3. The threat to this enterprise after entry.
4. Threats to competitors.
4. Investigation and analysis of existing competitors.
1. Financial status, financial expenditure structure.
2 enterprise production capacity, product quality and aquatic product output.
3. The ability and treatment of employees, as well as the company's incentive, assessment and training for employees (employee survey).
4. Investigation on the planning, sales and execution ability of enterprises (employees' opinions).
5. Product category research: positioning, packaging, price, market target audience and competitive advantage (employee-customer opinion).
Investigation and analysis of verb (verb's abbreviation) alternatives.
1. Alternative technology.
2. Consumer recognition.
3. Development trend.
Investigation and analysis of complementary products of intransitive verbs.
1. Are there complementary products?
2. The 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.
Seven. Investigation and analysis of raw material suppliers.
1. Alternative supplier.
2. Whether there are substitutes for raw materials.
3. The bargaining power of suppliers.
4. How much we depend on it.
5. Supplier's supply capacity.
Eight. Investigation and analysis of middlemen.
1. The nature of middlemen: dealers, dealers, agents (exclusive, general agent ...)
2. The degree of dependence (concern) of middlemen on our products (relative value). The proportion of our products to his capital, the proportion of his profits …
3. Middlemen's support for our products (absolute value): distribution ability, financial strength, manpower …
9. 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 a role.
5. Consumers' evaluation of existing marketing activities. Acceptance of advertisements, understanding of business promotion, etc.
The third part is the formulation of enterprise strategy and product strategy.
I. Formulation of corporate strategy
2. Product strategy formulation. (Provide principles or standards)
1. product.
Item 1): market positioning, target audience. (Exclusive items against competing products)
2) Packaging: the display is obviously convenient, which is in line with the product positioning and price.
2. price.
1) conforms to the enterprise strategy? (Long-term products/short-term investments)
2) Conform to product positioning?
① Profit orientation/market share orientation
② Different pricing strategies are adopted according to different product market positioning.
(3) maintain a low-profit or even no-profit product, and imitate the main competitors in various market performances (such as packaging, publicity, complaints, etc.). ) to destroy its market and image.
3. Channels.
1) general access. Dealer selection, management control, rebate, etc.
2) Tetong. Because of the different functions and prices of products, we can choose those special channels so that its target customers can easily obtain products.
3) New terminal development team.
4) Direct selling team. For some special cases, such as the loss of dealers, the direct sales team temporarily makes up for the market gap.
5) Customer database management. Customer information accumulated in the pre-marketing of the agent and the development of the distributor's own terminal shall be submitted to the company in writing through the agent in time. The company's management of these materials can avoid the loss of industry representatives and distributors and the loss of terminals.
4. promotion.
1) Advertising: Appeal Point
2) personnel promotion:
A) personnel training
B) post definition of personnel
C) personnel evaluation
D) personnel motivation
3) Business promotion
A) for customers. First, stabilize the prices of major products; ⅱ. Brand promotion
B) for retailers. Stabilize the price to ensure that the price can be restored and the sales volume can be maintained after the promotion; Or preemptively occupy the shelves in a short time.
C) for 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 becomes their "gray income".
4) public relations. Event marketing: grasping the correct marketing events. Marketing events directly informing consumers should include consumers' interests, and information directly informs consumers' interests.
The fourth part of the specific implementation and implementation (Suggestions)
1. product design.
2. Price design.
3. Channel design.
4. Promote design.
The fifth part is the conclusion