Model essay of enterprise planning book
I. marketing opportunities's analysis
1, manage marketing information and measure market demand.
(1), Marketing Intelligence and Research
(2), forecast overview and demand measurement
2. Evaluate the marketing environment
(1), analyze the demand and trend of macro environment.
(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).
3. Analyze the consumer market and buying behavior.
(1), consumer buying behavior pattern
(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )
(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).
4. Analyze the behavior of group buying market and group buying (including the comparison between group buying market and consumer market, participants, institutions and government markets in the process of group buying).
5. Analyze industries and competitors.
(1), identify the company's competitors (industry competition concept, market competition concept)
(2) the strategy of identifying competitors.
(3), determine the competitors' goals
(4) Evaluate the strengths and weaknesses of competitors.
(5) Evaluate the reaction mode of competitors.
(6) Choose competitors to attack and evade.
(7) Balance between customer orientation and competitor orientation.
6. Determine the market segments and select the target market.
(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;
(2) Selection of target market, evaluation of market segments and selection of market segments.
Second, the development of marketing strategy
1, marketing differentiation and positioning
(1), product differentiation, service differentiation, channel differentiation, image differentiation.
(2) Develop positioning strategy? How many differences have been introduced and what differences have been introduced?
(3) the positioning of communication companies
2. Develop new products
(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)
(2) Effective organizational arrangement and architecture design
(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.
3. Management life cycle strategy
(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.
(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.
4. self-positioning? Design marketing strategies for market leaders, challengers and followers to fill the gaps.
(1), market leader strategy, including expanding the total market, protecting market share and expanding market share.
(2) Market Challenger Strategy: determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.
(3) Market follower strategy
(4) Market strategy.
5. Design and manage global marketing strategy.
(1), and decide whether to enter the international market.
(2) Decide which markets to enter.
(3) Decide how to enter the market, including direct export, indirect export, license trade, joint venture direct investment and internationalization.
(4), about the marketing plan decision (4p)
Third, the marketing plan
1. Manage product lines, brands and packaging.
(1), product line combination decision
(2) Product line decision, including product line analysis, product line length, product line modernization, product line specialization and product line reduction.
(3), brand decision
(4), packaging and labeling decisions
2. Design pricing strategy and scheme.
(1). Pricing includes selecting pricing targets, determining demand, estimating costs, analyzing competitors' costs, prices and quotations, selecting pricing methods and selecting final prices.
(2) Revised price, regional pricing, price discounts and concessions, promotion pricing, differential pricing and product portfolio pricing.
3. Select and manage marketing channels.
(1), channel design decision
(2) channel management decisions
(3), channel dynamics
(4) Cooperation, conflict and competition of channels.
4. Design and manage integrated marketing communication.
Carry out effective communication, including determining target audience, determining communication objectives, designing information, selecting communication channels, compiling overall promotion budget, and managing, coordinating and integrating marketing communication.
5. Manage advertising, promotion and public relations.
(1) Formulate and manage advertising plans, including determining advertising objectives, making advertising budget decisions, selecting advertising information, making media decisions, and evaluating advertising effects.
(2) Promotion
(3), open * * * relationship
Step 6 manage the sales team
(1), sales team design, including sales team objectives, sales team strategies, sales team structure, sales team size and sales team salary)
(2) Sales team management, including the selection of signboards and sales representatives, the training of sales representatives, the supervision of sales representatives, the efforts of sales representatives and the evaluation of sales representatives.
Fourth, management marketing.
1. Marketing organization, evolution of marketing department, methods of organizing marketing department, relationship between marketing department and other departments, and establishment of a company-wide marketing-oriented strategy.
2. Monitor marketing execution to ensure the effectiveness of marketing.
3. Control market activities, annual plan control, profitability control and efficiency control.
4, according to the information of the marketing department for strategic control.
Developed by Beijing Lairuan Electronic Technology Co., Ltd., a Sino-US joint venture? Tianyi panoramic multimedia teaching series software? Will be fully put into the market in XX. In order to successfully introduce this product, Beijing Zhicheng AIA Information Consulting Co., Ltd. (AIA Consulting Co., Ltd.) is specially entrusted to do marketing planning for it. The planning scheme analyzes the market environment and opportunities of teaching software, locates the target market and target consumers of Tianyi software, and puts forward the XX annual marketing plan.
As early as May 1999, AIA Consulting Company has conducted an in-depth investigation and research on the educational software channel market, entrusted by Laisoft Company. This planning scheme is to formulate product marketing strategy and marketing promotion strategy on the basis of previous research.
Enterprise planning book
First, the marketing planning style of enterprise planning model essay
A complete marketing plan is divided into two parts. One is the analysis of market status, and the other is the text of the plan.
(A) Analysis of market conditions
To understand the size of the whole market and the situation of the enemy and ourselves, the market state analysis must include the following 12 items:
(1) Market size of all products.
(2) Comparative analysis of sales volume and sales volume of competitive brands.
(3) Comparative analysis of market share of competitive brands.
(4) Analysis of consumers' age, gender, occupation, education level, income and family structure.
(5) Comparative analysis of the advantages and disadvantages of each competitive brand product.
(6) Comparative analysis of market regions and product positioning of competitive brands.
(7) Comparative analysis of advertising expenses and advertising effects of competitive brands.
(8) Comparative analysis of promotional activities of competitive brands.
(9) Comparative analysis of public relations activities of competitive brands.
(10) Comparative analysis of pricing strategies of competitive brands.
(1 1) Comparative analysis of sales channels of competitive brands.
(12) Profit and loss analysis of the company in recent five years.
(2) the text of the plan
The text of the marketing plan consists of six major items, which are now defined as follows:
(1) The company's first policy
Before making a business plan, the planner must have in-depth and detailed communication with the company's top management on the company's future business principles and strategies to determine the company's primary principles and policies. Both parties should study the following details in depth:
① Determine the target market and product positioning. Whether the sales target is to expand market share or pursue profit, formulate price policy and determine sales methods. Advertising effect and advertising budget, key points and principles of promotional activities, key points and principles of public relations activities.
(2) Sales target The so-called sales target refers to the business target that the company's various products must achieve within a certain period of time (usually one year). Provide a basis for testing the success or failure of all marketing plans. Provide a basis for evaluating work performance goals. Provide a basis for formulating the next sales target.
③ Promotion attempt
The goal of the planner's promotion attempt is to help achieve the sales target. The promotion attempt includes three parts: goal, strategy and detail attempt.
target
The proposal must clearly indicate the expected objectives of the promotion activities in order to achieve the sales objectives of all marketing plans.
② strategy
After choosing the target of the promotion attempt, we should formulate the strategy to realize it. The strategies of promotion attempts include advertising performance strategy, media application strategy, promotion activity strategy and public relations activity strategy.
Advertising performance strategy: according to product positioning and target consumer groups, choose the theme of policy performance.
Media application strategy: There are many kinds of media, including newspapers, magazines, television, radio, leaflets, outdoor advertisements, etc. What kind of media do you want to choose? What is the proportion of each? What is the audio-visual rate and contact rate of advertisements?
Promotion strategy: the goal of promotion, various methods of promotion, and what effect is expected to be achieved by adopting various promotion activities.
Strategies of public relations activities: the objectives of public relations, various methods of public relations activities, and expectations of holding various public relations activities.
What is the desired goal.
③ Try the details
Explain the implementation details of each strategy in detail.
Advertising performance attempts: newspaper and magazine advertising draft design (title, text, pattern), TV advertising creative script, broadcast draft, etc.
Try to use media: choose popular or professional newspapers and magazines, as well as publication date and page size; Time and frequency of TV and radio advertisements. In addition, CRP (total viewing rate) and CPM (average cost of advertising information per thousand people) should also be considered.
Promotion activities: including pregnancy purchase, decoration, exhibition, demonstration, lucky draw, sample giving, tasting, discount, etc.
Public relations activities: including holding shareholders' meetings, issuing company press releases, internal publications, staff associations, caring activities, contacting the media, etc.
(4) market research attempt
Market research is the most important content in marketing plan. Because the market materials and information obtained from market research are the main basis for making marketing plans. In addition, most of the 12 data mentioned in the first part of market analysis can be obtained through market research, which also shows the importance of market research.
However, market research is often ignored by senior executives and planners. Many enterprises spend a lot of money on advertising every year without paying attention to market research. This misconception must be changed as soon as possible.
Market research, like promotion attempt, also includes three major items: goal, strategy and detail attempt.
(5) sales management attempt
If marketing planning is regarded as a joint operation of land, sea and air, then the sales target is the landing target. The attempt of market research is to provide information, the attempt of promotion is the cover of the navy and air force, and the attempt of sales management is the move of the army. With the effective support of information and the cover of powerful navy and air force, it is still necessary to lead troops to attack the city and plunder the land in order to achieve selective success. Therefore, the importance of sales management attempts is self-evident. Sales management attempts include sales supervisors and employees, sales attempts, selection and training of dumped employees, incentives for dumped employees, and salary system (wages and bonuses) for dumped employees.
(VI) Profit and loss forecast
The sales target that any marketing plan hopes to achieve is actually to realize profits, and profit and loss prediction is to predict the pre-tax profits of products in advance. As long as the expected total sales of the product is subtracted from the sales cost, marketing expenses (distribution expenses plus management expenses) and promotion expenses, the pre-tax profit of the product can be obtained.
The writing of enterprise planning model essay.
First, the basic elements of the plan The types of plans are very different in context and genre because of the different objects and contents. However, any proposal must have eight basic elements: 5W2H 1E, * * *: What? The objectives and contents of the plan.
Who plans relevant personnel.
Where (where)? Plan the implementation occasion.
When (when)? Planning time.
Why (why)? Planning reasons and prospects.
How (how)? Planning method and operation implementation.
how much is it? Plan the budget.
Effect? Predict the planning effect and effect.
Any real proposal must have the above eight basic elements. It is worth mentioning that we should pay attention to the primary significance and effect of all projects. If we ignore the cost of planning and do not pay attention to the prediction of the implementation effect of planning, then this kind of planning is not successful. A proposal of 5W 1H can't be called a proposal, but an attempt.
Second, the general style of enterprise plan model essay.
The overall style of the proposal is roughly as follows:
1. Name of proposal
The name of the proposal must be specific and clear. If the title of "How to Prevent Theft" is incomplete or incorrect, it should be revised as "Anti-theft Scheme for June-February, 1994 in Chaoyang District, Beijing".
2. Name of the planner
The name, work unit and position of the planner shall be stated. If it is a collective plan, the names, work units and positions of all relevant personnel should be written.
3. Time for completion of the proposal
Fill in the plan according to the completion date. If the proposal is revised before it is finalized, except for filling in? Completed in a year, a month, a day? Place, need to add? Revised and finalized on a certain day of a certain year. ?
The goal of planning should be specific and clear. For example; 1June 1994 to1February, the number of theft cases in Chaoyang district of Beijing decreased by 10% year-on-year.
This is the most important part of the proposal. Including planning reasons, forward-looking materials, problems, creative points and so on. The specific content varies with different types of planning, but it must be clear to readers at a glance. Don't be too fine and miscellaneous, otherwise it will make readers feel boring. In addition, we should also pay attention to avoid sophistry.
6. Budget and timetable
Planning is a complex system engineering, which requires necessary manpower, material resources and financial resources. Therefore, it is necessary to make a thoughtful budget, so that when making various expenses, it is best to draw a table, listing the total project and sub-target expenditures, which is convenient for accounting and later verification.
Super-schedule is to regard the whole process of planning sports as a timetable, and clearly mark what to do and what to do for future reflection.
7. Planning and implementing the required site
In the process of project implementation, it is necessary to clarify what venues, what venues and what methods of assistance are needed.
8. Prediction effect
According to the information, predict the effect after the project is implemented. The effect of a good project can be expected and predicted, and the effect is often quite close to that predicted in advance.
9. References
Various reference materials, including newspapers, magazines, books, speeches, internal information of enterprises, government statistical pulp, investigation reports, etc. Those that contribute to the completion of this project shall be listed one by one. On the one hand, it shows the responsible attitude of the planner, on the other hand, it can increase the credibility of the project.
10. Other preventive measures
In order to make this project go smoothly, other first things that need attention should be attached, such as the conditions for completing this project.
We must get the support and cooperation from other departments.