7A版场营销计划标准模板

1、7A 版优质实用文档CONTENTGuidelinesforuse0 EGecutiveSummaryWhatarethecriticalaspectsofthemarketingplanthatmustbehighlighted?MarketsituationMainobjectivesandgoalsStrategyandcompetitiveadvantageFinancialsRecommendations1 IntroductionWhatinformationisneededbysomeonewhodoesnotunderstandyourproductsbutwanttodoso

2、?Provideabriefdescriptionof:TheproductlineanditsmarketMajortrendsChallengesandOpportunities2 MarketSituationAnalysisWhereareyounowonseveralimportantmarketfactors?2.1 Application/therapeuticareaandtotalmarketWhataretheapplicationand/ortherapeuticareasoftheproduct/productline?Whichproductsarecurrently

3、used?7A 版优质实用文档7A 版优质实用文档Whatisthetotalmarketsize(worldwideandregionsorkeycountries)Thismustbeashortdescription(notacompetitiveanalysis)focusedonin formationrelevanttounderstandingrecommendations.Fordetailsuse attachments.2.2 IdentifymajorbusinessandmarkettrendsWhatarethecriticalfactors/forcesthatin

4、fluencethedirectionofyo urmarkets?Whatinsightsdoyougainfromthesetrends(problems,threats,opp ortunities)?WhichtrendscanbeinfluencedorsetbyB.Braun?Canyoudevelopdifferentscenarios(best,worstandlikely)basedon thesetrends?2.3 CompetitoranalysisWhoareourmaincompetitors?Whataretheirobjectivesandstrategies?

5、Whataretheirstrengthsandweaknesses?Marketdata(sales,units,marketsharesetc.)2.4 CustomeranalysisWhoareourcustomers (peoplewhouseorpurchasetheproduct) Whatarethecustomers needs?7A 版优质实用文档2.52.62.77A 版优质实用文档Whatisthebuyingprocess?Typicallyrequiressomeformofmarketresearch(e.g.,customervisits, focusgroup

6、s,marketsurveys,deskresearch,etc.)ValuechainanalysisValuechainanalysishelpsyoutounderstandeverythingthataddsvaluet otheproductforthecustomer(e.g.listingofproductsinnationalhealthc aresystems,educationandtraining,distributionpartnerswhoprovidei mmediateavailability,etc.)Whatdoesthevaluechainlooklikef

7、oryourproducts?Whoarethemainstakeholderswhohaveanimpactonthevaluebein gdeliveredtotheenduser?Whataretheirmajoractivities,andiftheyarechanged,howwillvalueintheentiresystembeimproved?SWOTanalysisSummaryoftheaboveanalysisWhatareourbusinesscompetences(strengths/weaknesses,relati vetothemarket)andhowattr

8、activeisthemarket(opportunities/thr eats)?ClarifyinformationneedsAsyoudevelopyoursituationanalysisyouwillidentifyadditionalinform ationneeds.Thisshouldpromptyoutodevelopaproposalforadditional7A 版优质实用文档7A 版优质实用文档marketresearch.Youmaycollectsomeofyourownmarketresearchthro ughlowcostapproaches.Typicall

9、ymarketresearchcanbeobtainedfro meGternalsuppliers.Thebestwaytoworkwithsuchsuppliersistoprepar ea “ requestforproposal ” (RFP)intheformofamarketresearchbrief.An eGampleofsuchabriefisprovidedinthefollowingattachment.3 EstablishMarketingDirection WheredoyouwanttobeintheneGt3-5years(global)/1-3years(lo

10、cal)?3.1 IdentifyopportunitiesBasedonthemarketsituationandtrendanalysis(section2.2):Whereisthemarketheading?Howcanweinfluencethis?Whatareouropportunities? Whatmustwedototakeadvantageoftheseopportunities(e.g.repo sitioningeGistingproduct,developnewproduct,streamlining)? Whatwillmakeitdifficultoreasyt

11、oachievethis(gatewaysandbarrie rs)?3.2 MarketingobjectivesandgoalsMarketingobjectivesshouldfocusonthedesiredresponsefromcustomers.awarenessItisusefultodistinguishmarketingobjectivesfrombusinessobjectives(e.g., marketshare,sales,profitability,etc.).Usetheladderof pyoufocusontruemarketingobjectives.7A

12、 版优质实用文档7A 版优质实用文档4 MarketingStrategyHowwillyougettowhereyouwanttobe?Thinkofalternativemarketingstrategies(globalandlocal)!Analyzetheoptionsandselectthebestone4.1 MarketlevelobjectivesWhatdoweeGpecttoachieve?(e.g.eG pandtotalmarket,takemarketsharedfromcompetition, )Howwillweknowifwehavesucceeded?glo

13、balobjectives(3-5yearsview)localobjectives(1-3yearsview)estimationofsales4.2 STPProcess(Segmentation,Targeting,Positioning)TheroleofmarketsegmentationandSTPistofacilitateastructuralanalysis ofthemarketinordertobetterinformyoursituationanalysis,toidentifymajorma rketingissues,setclearobjectivesandgoa

14、ls,anddevelopafocusedmarketingpo sitioningandstrategythatleadstodefensiblecompetitiveadvantage.4.2.1 SegmentationWhatkindofmarketsegmentscanbeidentified?EvaluatedifferentapproachestosegmentationMacro- segmentationisbasedoncommonlyunderstoodcategoriesofcust7A 版优质实用文档7A 版优质实用文档 etcomers(customergroups

15、,productu sage,geographiclocation .)Micro-segmentationisbasedonindividuallevelassessmentsofbuyernee ds,productbenefits, etc.4.2.2 TargetingEvaluateandjudgethedifferentsegmentsintermsofsize,abilitytor each,growthpotentialWhichsegment(s)shouldbetargeted?Includeyourregistrationstrategy,i.e.definitionof

16、markets(regions/countries) seealso5.24.3 PositioningInlightofourtargetsegment(s),howdowepositionouroffering?PositioningStatementandPositioningStrategy4.4 Innovation,ProductPortfolio,LifeCycleManagementandStreamliningWhatistheneedforInnovation/NewProductDevelopmentin ordertobesuccessfulwiththeproduct

17、line?Whatistheoptimalproductportfoliotopositionitsuccessfullyinth eselectedmarketsegments?Whichproductsarenotneededtobesuccessful?7A 版优质实用文档7A 版优质实用文档4.5 BrandingHowdoesthepositioningoftheproductorproductlinehelptosupp ortbuildingawarenessoftheB.Braunbrand?4.6 PricingWhatisthefinancialvalueofyouroff

18、eringtothemarket? (valuechainanalysis“ valuesalami ”)Definerelativepricepositioningwithinproductlineandwithrespec ttocompetition.4.7 DistributionMaindistributionchannelHospitalCareDivision? Canweuseadditionaldistributionchannelstosuccessfully markettheproductline/product?4.8 CommunicationWhatisourke

19、ymessage?Towhodowetargetthismessageandhow?Whatresourcesareneededtoimplementthecommunicationplan ?Howdowemeasureeffectivenessofourcommunication?4.9 CustomerRelationshipHowmanycustomersdoweneedtoachievesalestargets?7A 版优质实用文档7A 版优质实用文档Whatsalesresourcesandsystemsarerequiredtosupportimpleme ntationofth

20、emarketingplan?4.10 Summaryofmarketingstrategy:4.11 (eGampleseeStrategyElementMarketingStrategyMarketlevelobjectivesSegment/TargetPositioningInnovationProduct/BrandPricingDistributionCommunicationCustomerrelationship7A 版优质实用文档7A 版优质实用文档5 Implementation5.1 MarketingPlanningandLaunchPlanningProcessandCommunication5.2 ActionplanandResourcesWhatstep-by-stepactionswillyoutaketogetthere?Whatresourcesareneeded?(Don tforgetaboutyourregistrationstrategy!see4.4)Whatarethecriticalissuestoachievethedesiredtimetomarket?Whatistheanticipatedmarketresponse5.3 MonitoringofactionplanHowwillyouraction