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YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
YC Marketing Principles-part 1--Diane Phelps
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YC Marketing Principles-part 1--Diane Phelps

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Developing a marketing plan--part 1

Developing a marketing plan--part 1

Published in: Business, Economy & Finance
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  • 1. Marketing PlansPart 1<br />
  • 2. Marketing Plan tells you:<br />What economic/business environment are you experiencing?<br />What opportunities/problems are your facing?<br />Who are your customers?<br />Why should they buy from you?<br />How will you communicate with them about your product?<br />How are you going to measure your success?<br />
  • 3. Marketing Template<br />Profile of business and SWOT<br />Target customer profiles<br />Marketing tactics<br />Executive summary<br />See pages 27-29 in the text<br />Review template in Class Materials<br />
  • 4. Developing a SWOT<br />Strengths=internal to company<br />Weaknesses=internal to company<br />Opportunities=in the marketplace for your company<br />Threats=to your company in the marketplace<br />
  • 5. SWOT Analysis<br />
  • 6. Strengths and Weaknesses--internal<br />Organizational--reputation, length of time in business, employees, sales force, leadership<br />Financial--stability, sales<br />Marketing--strength/diversity of customer base, market share, product/service performance, product mix<br />
  • 7. Opportunities and Threats--external<br />Capitalize on opportunities--use current or potential capabilities<br />Address threats--challenge to current market position<br />Possible O or T--customers, pricing constraints, competitors, distribution issues, technology, regulations, suppliers, etc.<br />Include demographic info from Census data<br />Use handout to construct SWOT for your business<br />
  • 8. SWOT Business Research Sources U.S. Census--Population<br />2000 household census (www.census.gov)<br />2010 census—new info coming out now<br />http://factfinder.census.gov <br />State and county quick facts<br /> http://quickfacts.census.gov/qfd/index.html<br />
  • 9. Secondary Research Sources for Your SWOT<br />Federal, State, County, local governments<br />U.S. Commerce Department<br />State economic development agencies<br />U.S. Census (2010) for your location <br />Chamber of Commerce—local<br />Local business publications/newspapers<br />Trade and industry associations (for your company)<br />Your hometown website<br />
  • 10. U.S. Census-Business<br /><ul><li>www.census.gov
  • 11. Business and government
  • 12. Economic fact sheet
  • 13. Economic fact sheet for an industry
  • 14. Videos posted</li></li></ul><li>SAMPLE SWOT Analysis<br />
  • 15. SAMPLE SWOT<br />
  • 16. Competitors<br />Develop 3 for your product<br />Use competitor sheet provided<br />
  • 17. Competitive Analysis Worksheet<br />
  • 18. Questions?<br />Email instructor with questions<br />

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