Sample of marketing planning scheme

1. Cover: program name/producer. } content of planning (1) planning object environment 1. Macro-environment (political environment, legal environment and economic environment) of the planning object. 2, the local planning environment (social and cultural environment, science and technology environment, natural environment, population environment). 3. Opportunities and threats provided by the above environmental conditions and trends. (2) Basic information of competitors 1. Overview of competitors: past sales, market share, sales, profit and other economic indicators. 2. Sales concept and culture: company concept, common values, business policy, business style, corporate mission and objectives. 3. Overview of planning project. (3) Market analysis 1, market research 2. Market research: research topics, research methods and research results (data, charts). 3. Market planning. 4. Market characteristics. 5. Competitor queuing-superior, peer and subordinate competitors (based on market share or sales). 6, competition pattern identification-whether to form a market leader, challenger, follower, vacancy. 7. Market performance, marketing plan, competitive strategy and competitive advantage of major competitors. 8. marketing opportunities of this project. 9. Market analysis of similar projects around (market size and trend of specific regional industries, market structure of specific regional industries, market environment of specific regional industries). 10, 1 1 Distribution map of similar planning objects around, comprehensive market analysis of the project (market statistics of industries such as market share and sales). 12, project advantages and disadvantages analysis (overall advantages and disadvantages; Advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful aspects or fields in marketing. ) 13, market opportunities and obstacles (4) project positioning 1, project positioning and theoretical support (2) project demand and theoretical support (5) market positioning 1, main market (target market) positioning and theoretical support (2) sub-market (auxiliary market) positioning and theoretical support (6) owner information 65433. Characteristics of the owners (what are these owners like? How do they live and receive services and related services? 3. How many owners are there? 4, the owner's consumption behavior/psychology (why decoration, decoration process to pursue what characteristics? Decoration process, influencing factors before decoration). 5. Decoration incentive measures. (vii) Development of marketing activities 1. The goal of marketing activities. 2. Target market. 3. Face the problem. 4. Competitive strategy, competitive advantage and core competitiveness. 5. Marketing positioning (determination of differences in differentiated competition). (8) Marketing strategy 1, planning strategy: (1) planning concept; (2) Brand and packaging planning. 2. Price strategy: (1) pricing ideas and price determination methods; (2) price policy; (3) the management of the price system. 3. Channel strategy: (1) channel selection; (2) channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management. 4. Promotion strategy: (1) the general idea of promotion; (2) Selection of promotion means/methods; (3) the concept and theme of promotion; (4) Promotion objectives' (5) Original promotion plan/scheme, advertising scheme, advertising strategy and advertising script; (6) Promotion process; (7) the effect of promotional activities; (8) Promotion expenses. 5. Development strategy of planning activities (1) Activity timing (2) Countermeasures (3) Effect prediction (9) Marketing/sales management 1, marketing/sales plan management. 2. Marketing/sales organization management: (1) organizational functions, job responsibilities and workflow; (2) Personnel recruitment, training, assessment and remuneration; (3) sales area management; (4) Motivation, supervision and leadership of marketing/sales personnel. 3. Control of marketing/sales activities: (1) Financial control; (2) Commodity control; (3) personnel control; (4) control of marketing/business activities; (5) Marketing/business activity control indicators, methods and usage tables. (10) Sales service 1, service concept, slogan, policy and goal. 2. Service commitments and measures. 3 service system (organizational structure, responsibilities, procedures, processes and resources). 4. Service quality standards and control methods. (XI) Comprehensive cost budget (XII) Effect evaluation