ࡱ> yRoot EntryRoot Entry F?czFk@)Data z1TableFGdMacros ^zFk@2`zFkED  !"#$%&'()*+,-./0123456789:;<=>?@ABCGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwx{|}~CompObjjObjectPoolazFkazFkWordDocument)^MSDigSig(Author)$ SummaryInformation( DocumentSummaryInformation8VBA^zFk@2`zFkPROJECT   !"#$%&'()*+,-/012345789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^`bcefghjklmnopqrstuvwxyz{|}~՜.+,D՜.+,L px  :F- Marketing Plan Title 8@ _PID_HLINKSAdmsbpz://-r:276DB180/Oh+'0 , H T ` lxMarketing PlanarkMicrosoft Corporation9icr markplan.dotporMicrosoft Corporation94crMicrosoft Word 9.0o@F#@@=2z@F&Q0 *H 010 *H 0g +7Y0W03 +70%7)O•0 0 *H Au@ +i^䠂?00)ъĽ5ǛSV0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.00  *H 0. h|,-.  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Answer each of the questions to produce an outline for your marketing plan. Note: When you save this template as a document, note the document's file name and location. To edit the document next time, you must open it using Word. Every time you open this template from Business Planner, a new document is created. Dave Patten 1998, Marketing: Successful Marketing for the Small Business, published by Kogan Page.  Marketing Plan The Objectives Remember to remain realistic What are your objectives for the next financial year?  What are they for the medium term?  Are your objectives easily quantifiable?  Are they specific enough?  The Sales Forecast Break down your predictions in terms of the most important strata. (For example, think about market segments, product classifications, geographical areas, and channels of distribution.)Desk-Research Results Field Research Results  The MarketWhat segment of the market are you aiming for? What gaps are there in the market? Which gaps are likely to grow, which are likely to shrink? Can you define your market by their age, gender, socio-economic group, and location?  The TrendsWhat trends are likely to affect demand? What influence might changes in technology, legislation, taxation, or seasons have?  The CompetitionWhat is the competition doing? How will you react to new competition in order to maintain your share of the market?  ProductsWhich products are most profitable? Are you planning any changes in your product range? Will you be dropping any out of date products? How can you increase the benefits or added value of existing products? Where are they on the product life cycle?  Strategy ConsiderationsHow fast do you want to grow? What resources do you have? What are your constraints? What outside circumstances must you take into account?  The StrategyList the actions to be taken throughout the year, such as leaflets to be printed, shows to attend, advertisements to design and place.   Whats My Marketing Going to Cost? Consider the importance of each of the factors below, as these will all affect the cost of your marketing.How crowded is the market? How frequently is your product purchased? Does your product have mass appeal, or does it appeal to a specialist market? How many sales or offers do you intend to have? How well will personal recommendation work for you? Are there likely to be many new entrants to your market? How often does your product need to be replaced   DATE \@ "dd/MM/yy" 07/10/98 *+,LMN]^_`no(,+bz}~#$NRSnrsBC]^yz# $ } ~ CJOJQJCJ56B* CJ$OJQJph6hh5h0J>*B*ph0J>*0J5>*OJQJjU jU0J5>*B*OJQJph5<B+_`o'( p"$'dIfQ"$If#$$dIfN!$If $IfX$$Ifl**04 lal$If .R|}~H$IfX$$Ifl**04 lal"$If"$$'dIfQa$$If$Ifa$$Ifl4**   04 lal$Ifi$$Ifl0 *  04 lal !"#$Ifi$$Ifl0 * 04 lal#$NOPQRSnopqr$Ifi$$Ifl0 * 04 lal rstB@$If$Ifi$$Ifl0 * 04 lalBCYZ[\]l$Ifi$$Ifl0 *    04 lal]^uvwxyp$Ifi$$Ifl0 * 04 lalyz{8$If$Ifi$$Ifl0 * 04 lal$Ifi$$Ifl0 *    04 lal$Ifi$$Ifl0 * 04 lal ! 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