First of all, understand the status quo.
1, the market. Including the market size and growth, the total amount in the past few years, sales in different regions, and the changing trend of customer consumption.
2. Product information. Including the price, sales volume and profit of products in the past few years.
3. competition Including competitors' market size, target consumers, product quality, price, channels, etc.
4. Distribution channels. The sales situation of each channel of the enterprise, the relative importance and changes of each channel, the changes of the operating ability of each dealer and the investment of incentive measures.
5. Changes in the macro environment.
Secondly, SWOT analysis is used to analyze the situation.
1, through the opportunity and threat analysis, find out the external factors that affect the future of the enterprise.
2. Explain the internal situation of the enterprise through the analysis of advantages and disadvantages.
3. Through the above analysis, determine the parts that must be emphasized and highlighted in the marketing plan.
Third, clear objectives. What kind of goal or purpose does the enterprise want to achieve through this marketing activity?
Fourth, formulate development strategies. The development strategy mainly includes the following three aspects:
1, target market strategy. That is, how many resources and strength should be considered in the market segments that enterprises want to enter.
2. Marketing mix strategy. What kind of price, product, channel and promotion should be adopted for the target market?
3. Marketing budget.
Fifth, make an action plan. Including the task time, place, personnel arrangement, funds, materials, person in charge, etc. It is best to list it in tabular form for people to see at a glance.
Sixth, predict the effect. After the above steps are completed, the economic effect should be predicted (such as making profit and loss statements, etc.). ).
Seven, formulate regulatory measures and emergency plans.
Eight, the preparation of marketing activities plan. The contents mainly include:
1, preface.
2. Outline (table of contents).
3. Text. Including market description, market analysis, marketing mix and strategy, budget, effect prediction, emergency plan, etc.
4. Accessories. Including various manuscripts, sub-activity planning books, etc.