A guide for developing a marketing plan

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A guide for developing a marketing plan

• Guideline for cultural analysisGuideline for
  economic analysisGuideline for market audit and
  competitive analysisGuideline for preliminary
  marketing planIn each case, specific points
  must be adapted to reflect a companys products,
  target market and companys objectives.

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Cultural analysis
Economic analysis
Market audit and competition analysis
Positioning
Product, Price, Place, Promotion
Marketing plan
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Cultural analysis

• Introduction includes short profiles of the
  company, the product to be exported, and the
  country with which you wish to trade
• Geographical setting, political and legal system
• Business customs and practices
• Religion and aesthetics
• Living conditions (including housing, clothing,
  leisure activities)
• Language

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Cultural analysis
Economic analysis
Market audit and competition analysis
Positioning
Product, Price, Place, Promotion
Marketing plan
5
Economic analysis

• Population, distribution of population
• Economic statistics and activity
• GDP, economic growth, personal income, principal
  industries, foreign investors
• International trade statistics
• Trade restrictions
• Channels of distribution
• Retailers, role of chain stores and other types
  of stores
• Wholesale middlemen
• Media availability

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Cultural analysis
Economic analysis
Market audit and competition analysis
Positioning
Product, Price, Place, Promotion
Marketing plan
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Market audit and competitive market analysis

• The market describe the markets in which the
  product is to be sold
• Geographical regions
• Forms of transportation and communication
  available in those regions
• Consumer buying habits, shopping habits
• Distribution of the product
• Advertising and promotion
• Compare your product and the competitions
  products
• Brand name
• Features
• Prices, advertising methods, distribution
  channels, regulations

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Cultural analysis
Economic analysis
Market audit and competition analysis
Positioning
Product, Price, Place, Promotion
Marketing plan
9
Preliminary marketing plan

• Marketing objectives target markets, expected
  sales, profit, market penetration and coverage
• Product adaptation or modification use the
  product component model as a guide
• core components product platform, functional
  features,
• packaging components,
• support services components.
• Promotion mix, objectives, media mix, message,
  costs
• Distribution from origin to destination
• Channels of distribution
• Price determination, terms of sale, methods of
  payment
• Marketing budget (????)
• Executive summary after completing the research
  for this project, prepare an one page summary of
  the major points of your successful marketing
  plan, and place it at the front of the report.