Second, the SWOT analysis of this product (company): strengths, weaknesses, opportunities and threats
3. PEST analysis of the whole environment: policy, economy, society and technology.
4. Marketing strategic planning: market tipping point, market layout, leading operation ideas, operation mode, market entry and operation ideas and design.
Marketing strategy planning: product strategy, product positioning and segmentation; Price strategy; Channel strategy, channel selection, channel expansion sequence, channel planning, channel proportion, channel sales forecast and analysis, and time plan for listing.
A summary of the promotion ideas of intransitive verbs and detailed cases of promotion: marketing channel promotion scheme, marketing scheme of listed terminal consumers, marketing scheme of listed terminal, media promotion arrangement and post-promotion follow-up scheme.
Compilation principle
1, logical thinking
The purpose of planning is to solve the problems in enterprise marketing and prepare the planning book according to the thinking of logical thinking. The first is to set the situation, explain the planning background, analyze the current situation of the product market, and then come clean about the purpose of the planning center; Secondly, the specific planning content is elaborated in detail; The third is to clearly put forward the countermeasures to solve the problem.
2. Simple and simple
We should pay attention to highlight key points, grasp the core problems to be solved in enterprise marketing, deeply analyze and put forward feasible corresponding countermeasures, which are highly targeted and have practical guiding significance.
3, operability
The prepared plan is to guide the marketing activities, and its guidance involves everyone's work and the handling of the relationship between various links in the marketing activities. So its operability is very important. No matter how good the scheme idea is, it has no value. If it is not easy to operate, it will inevitably consume a lot of people, money and things, and the management is complicated and the effect is low.
4. Innovative ideas
The "idea" (creativity) that requires planning is new, the content is new, and the expression method is also new, giving people a brand-new feeling. Novel originality is the core content of the planning book.