The document outlines the process for developing a market plan, including building knowledge of the business, environment, and competitors; conducting a SWOT analysis to identify opportunities and threats; defining new target markets; developing strategies for channels, pricing, sales tools, advertising, and organization; and implementing an action plan to execute the market strategies. The multi-step process is presented as a series of slides providing details on performing analyses at each stage of planning and development.

1. Market Planning
The Process
Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

2. Market Plan
Who is TME?
 TME is a management, marketing and sales
consulting business. With 25 years of
business development experience we lead
our clients to profitable decisions.
 We Specialize in helping small businesses rethink their marketing
and sales strategies.
 Redesign the front end of the business to exploit market
opportunities.
 Realign company resources to maximize organizational and
financial performance.
Who are we? Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

3. Market Plan
Who is TME?
 TME is a management, marketing and sales consulting business.
With 25 years of business development experience we lead our
clients to profitable decisions.
 We specialize in helping small businesses
rethink their marketing and sales
strategies.
 Redesign the front end of the business to exploit market
opportunities.
 Realign company resources to maximize organizational and
financial performance.
Who are we? Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

4. Market Plan
Who is TME?
 TME is a management, marketing and sales consulting business.
With 25 years of business development experience we lead our
clients to profitable decisions.
 We specialize in helping small businesses rethink their marketing
and sales strategies.
 Redesign the front end of the business to
exploit market opportunities.
 Realign company resources to maximize organizational and
financial performance.
Who are we? Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

5. Market Plan
Who is TME?
 TME is a management, marketing and sales consulting business.
With 25 years of business development experience we lead our
clients to profitable decisions.
 We Specialize in helping small businesses rethink their marketing
and sales strategies.
 Redesign the front end of the business to exploit market
opportunities.
 Realign company resources to maximize
organizational and financial performance.
Who are we? Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

6. Market Plan
Market Plan Process: 3 Step Process
Knowledge
Plan
Action
3 Step Process Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

7. Market Plan
Market Plan Process: Know What to do, Then do it
Market planning is a process that begins with KNOWLEDGE and ends with
ACTION.
Knowledge of who we ARE, what do we do well, what IS our offer, what IS our
marketing access strategy, who are our competitors, what is the market
attractiveness of our offer, what products and services should we offer and what
markets should be targeted, how should we access our targeted markets, and who
should we be, and what should our company do well.
Action is transforming SHOULD to the new IS.
3 Step Process Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

8. Market Plan
Market Plan Process: Know What to do, Then do it
Market planning is a process that begins with KNOWLEDGE and ends with
ACTION.
Knowledge of who we ARE, what ARE our strengths, what do we do well, what IS our
offer, what IS our marketing access strategy, who ARE our competitors, what is the
market attractiveness of our offer, what products and services should we offer and
what markets should be targeted, how should we access our targeted markets, and
who should we be, and what should our company do well.
Action is transforming SHOULD to the new IS.
3 Step Process Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

9. Market Plan
Market Plan Process: Know What to do, Then do it
Market planning is a process that begins with KNOWLEDGE and ends with
ACTION.
Knowledge of who we ARE, what do we do well, what IS our offer, what IS our
marketing access strategy, who are our competitors, what is the market
attractiveness of our offer, what products and services should we offer and what
markets should be targeted, how should we access our targeted markets, and who
should we be, and what should our company do well.
Action is transforming SHOULD to the new IS.
3 Step Process Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

10. Market Plan
Market Plan Process
Building Knowledge Business Define Markets
Analysis
Implement Market Plan Develop Market Plan
Market Plan Process Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

11. Market Plan
Market Plan Process: Building Knowledge
1. Background
2. Business Environment
3. Value Statement
4. Competitive Position
5. Product Market Map
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

12. Market Plan
Market Plan Process: Where do we Fit?
1. Background
2. Business Environment
3. Value Statement SWOT Analysis
4. Competitive Position
5. Product Market Map
Where do we Fit? Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

13. Market Plan
Market Plan Process: Finding the Prize
1. Background
2. Business Environment
Define New
3. Value Statement SWOT Analysis
Target Markets
4. Competitive Position
5. Product Market Map
Finding the Prize Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

14. Market Plan
Market Plan Process: Develop the Plan
1. Background
2. Business Environment
Define New
3. Value Statement SWOT Analysis
Target Markets
4. Competitive Position
5. Product Market Map
1. Channel Strategy
2. Price Point
3. Sales Tools
4. Advertizing
5. Sales Organization
Develop the Plan Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

15. Market Plan
Market Plan Process: Make it Happen!
1. Background
2. Business Environment
Define New
3. Value Statement SWOT Analysis
Target Markets
4. Competitive Position
5. Product Market Map
1. Channel Strategy
2. Price Point
3. Sales Tools
Action Plan
4. Advertizing
5. Sales Organization
Make it Happen! Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

16. Market Plan
Market Plan Process: Building Knowledge
• Company History
1. Background • Company Organization
2. Business Environment • Product Overview
3. Value Statement
4. Competitive Position
• Product Development Process
5. Product Market Map • Sales Process
• Sales Organization
• Order Process
• Other Key Factors
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

17. Market Plan
Market Plan Process: Building Knowledge
• Macro Economic Data: Current and
1. Background Forecast
2. Business Environment • Industry Specific Economic Data: Current
3. Value Statement and Forecast
4. Competitive Position
• Industry Fragmentation vs. Concentration
5. Product Market Map
Maps
• Industry Innovation Meter
• Industry Regulations
• Industry Barrier to Entry: Investment,
Approval Processes
• Market Growth Maps: Size, Growth
Concentration
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

18. Marketing Plan for: Megapulse US
US Macro Business Environment Example
1Q09 3Q09 1Q10
Macro Economic Condition
Industrial Equipment Maintenance Spending
New Industrial Equipment Spending
Purchasing Managers Index
Rec. Products Maintenance Spending
New Rec. Products Spending
Fed Stimulus will create positive Ind. effects 4Q09.
Maintenance opportunities in Rec Products in spring
09/10.
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

19. Market Plan
Market Plan Process: Building Knowledge
• What is the Offer? (Products and/or
Services)
1. Background
2. Business Environment • Who are the Current or Targeted
Customers?
3. Value Statement
4. Competitive Position • What are Tangible and Intangible Benefits
5. Product Market Map of the Offer?
• Why do your Customers buy your Offer?
• What is the Offer ROI?
• What is the BAO?
• Do you have Customer Feedback of Offer?
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

20. Market Plan
Market Plan Process: Building Knowledge
• Direct and Indirect Competitor Profiles
1. Background
including Product and Service Offers,
2. Business Environment
Company Size and Profitability, Geographic
3. Value Statement
Concentration, Market Strategies, Innovation,
Leadership Talent, Growth Areas, Acquisition
4. Competitive Position Strategy
5. Product Market Map
• Alternate Products and Services and Their
Providers
• Geographic Competitive Spread Map: Global
vs. Regional vs. Local
• Competitive Power Map: Market Share vs.
Size vs. Product Benefit
• Competitor Threat Ranking
• Competitive Alliance Opportunities
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

21. Market Plan
Market Plan Process: Building Knowledge
1. Background
2. Business Environment Company Products and Service positioned
3. Value Statement relative to Competition in terms of Key
4. Competitive Position Benefits, Price, Availability, Quality
5. Product Market Map
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

22. Marketing Plan for: Megapulse US
Target Market Analysis Example
Market Market Market Market Technology Cost for Need for
Profitability Growth Concentration Favorability Battery Emergency
Replacement Power
Marine
Heavy Equipment
Lift Trucks
Electric
Vehicles/Solar
Power
UPS Power
Supply
Golf
Cart/Mobility
RV
Heavy Truck
Light Truck/Auto
Building Knowledge Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-594

23. Market Plan
Market Plan Process: Where do we Fit?
• List of Key Competitive
Strengths
• List Key Competitive SWOT Analysis
Weaknesses
• From Strengths List Market
Opportunities
• From Weaknesses, List Market
Threats
Where do we Fit? Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

24. Market Plan
Market Plan Process: Finding the Prize
1. Prioritize SWOT
2. Develop Defensive and Offensive SWOT
Strategies
Define New
3. Analyze Existing Market Congruency to
Target Markets
SWOT Strategies
4. Match Alternate Market Attractiveness
with SWOT Strategies
5. Match Alternate Markets with New Value
Statement
6. Evaluate Alternate Markets with Capital
and Organizational Resources
Finding the Prize Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

25. Market Plan
Market Plan Process: Develop the Plan
• Value Statement: Which user benefits
the most?
• Current Channel: Define primary and
secondary product route to market
for current or similar products.
• Channel Markup: Approximate the
margin at each channel step
• Channel point: Locate point for value
statement on channels
1. Channel Strategy
• Define new primary and secondary
2. Price Point
channel paths maximizing user
3. Sales Tools
benefit and profitability.
4. Advertizing
5. Sales Organization
Develop the Plan Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

26. Market Plan
Market Plan Process: Develop the Plan
• Cost Price: Using channel Price Point:
margin analysis, define price at If PP < CP, PP = MP +UB
each channel point, using normal
channel markup and based on If PP > CP, Find channel or product savings
manufacturing or acquisition
cost.
• Market Price: Define
competitive pricing for same
product and for alternative
products. 1. Channel Strategy
• User Benefit: What is cost 2. Price Point
savings or avoidance for using
3. Sales Tools
product?
4. Advertizing
5. Sales Organization
Develop the Plan Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

27. Market Plan
Market Plan Process: Develop the Plan
• Customer Expectations: Define level of service and technical capability for each key
customer contact.
• Competitors: What sales organizations are most successful for target customers and
channel positions.
• Channel Selling: Define the sales organization (Online/Inside Sales, Sales Reps,
Distributors, Direct Sales, or combo) for each target customer, optimizing cost
containment and effectiveness.
1. Channel Strategy
2. Price Point
3. Sales Tools
4. Advertizing
5. Sales Organization
Develop the Plan Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

28. Market Plan
Market Plan Process: Develop the Plan
• Define how to reach target customers. Develop advertizing plan accordingly.
• Web Page: Highest priority. Focus on clear messages, develop strong site map well
recognized by search engines. Include complete company and product descriptions.
• Literature: Downloaded from web site; Executable CD’s handed to customers. Hard
copy only for trade shows.
• Print Electronic Publications:
Focus on on-line publications
with adds that lure to web
1. Channel Strategy
site
2. Price Point
3. Sales Tools
4. Advertizing
5. Sales Organization
Develop the Plan Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

29. Market Plan
Market Plan Process: Develop the Plan
• Match sales organization design with targeted customers.
• Outside Sales Agents: Low fixed cost, low control. Pick sales companies that
have resources, expertise needed for targeted customers.
• Direct Sales: High fixed cost, high control. Locate near customers; Technical
training important.
• Online Sales: Med fixed cost, high control. Support through inside
sales/technical staff.
• Product Training: Essential for 1. Channel Strategy
technical product companies; 2. Price Point
Web cats, conference calls, joint 3. Sales Tools
customer visits, application 4. Advertizing
inspections, etc.
5. Sales Organization
Develop the Plan Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

30. Marketing Plan for: Megapulse US
Sales Organization vs. Channel Position
OEM DISTRIBUTOR DEALER USER
Company Sales Direct Independent Sales Reps Internet Sales
with Advertising with Advertising
Sales Cycle 1.0 – 3.0 years.
Sales Engineers: High
Sales Cycle 0.5 – 1.0 Years Sales Cycle 0.1 – 0.2 Years
technical capacity.
Decide
Develop the Plan Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

31. Market Plan
Make it Happen!
1. Before publishing plan, get feedback from key managers.
2. Define an implementation timeline and task list.
3. Introduce plan to organization. For plans with major organizational change, make
organizational changes prior to rolling out market plan.
4. Create new organization. Clearly define new assignments and goals for each
member of the organization. Measure progress relative to timeline.
5. Train all new sales staff in products and target customers.
6. Communicate plan to key customers
7. Inspire organization!
Action Plan
Make it Happen! Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

32. Market Plan
Task/Timeline Chart Example
Task Resp Week 1 Week Week 3 Week 4 Week 5 Week 6 Week 7
2
Realign Sales Fred
Staff
New Literature Jane
Redesign Web Bob
Site
Train Sales Staff Phil
Communicate Nancy
with Customers
Make it Happen! Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

33. Market Plan
“Good fortune is what happens
when opportunity meets with
planning.”
Thomas Edison
Make it Happen! Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914

34. Market Plan
Technical Marketing and Engineering
(262) 488-5914
www.tech-mark-eng.com
Make it Happen! Technical Marketing and Engineering, LLC | www.tech-mark-eng.com | (262) 488-5914