20 18 marketing plan model essay

Marketing plan is the final research result of marketing plan, a written document of the plan, one of the formal planning documents of small enterprises based on customers or markets, and a very important document. For reference in practical work, table 1 lists the main contents of the marketing plan, and gives a brief description of each part of the plan. This part includes the background information of market, products, competition, distribution and macro environment. The following is the "20 18 Model Marketing Plan" compiled for you, for reference only.

Tisch

I. Review and prospect

Since September, 20XX, the company has established Changsha Yiling Branch, which is a major change for the company to explore a new management model. It's been almost a year, and the gap with the goal is still very large. Many unsuccessful bids, group customers failed to make a breakthrough, personnel recruitment and training were not in place, the turnover of personnel was large, the team development was too slow, and the overall performance was not satisfactory. But with the support of the company's top management and our continuous learning, we also explored our own way of survival and development in the next few months. In the process of market expansion and company resource integration with branches, the company has made continuous progress and slightly improved its performance. In the next time, we will make persistent efforts to make Changsha Yiling bigger and stronger.

Second, Changsha market customer analysis and market potential analysis

1) Real estate customers: Real estate customers are our most important customer groups, and they can also generate economic benefits. There are 270 properties for sale and 328 properties for sale in Changsha, with considerable market potential. At present, more than 30 projects in/kloc-0 have found the responsible person and followed up, focusing on more than 30 customers. The clients we have worked with include Xiaoxiang International, Xinxiang Yayuan, American Story, Waterfront, etc. In the future, real estate will remain the focus of our follow-up with customers.

2) Large commercial organizations and major electrical appliances brands, such as Wal-Mart, Carrefour, Gome, Suning, Midea, Gree, TCL, Skyworth and Changhong. Too little effort has been made in this regard and we need to strengthen follow-up. The market in Changsha is still very large.

3) Automobile sales, automobile 4S shops, new car listing promotion or promotion activities, Changsha automobile industry does not do a lot of short MMS promotion, more people can follow up, and also cooperate with Blue Sky Group.

4) Large-scale exhibitions, such as housing exhibitions, auto shows and clothing exhibitions, have to be followed up, but the effect is not obvious, and they are mainly occupied by local companies. If necessary, we can follow up.

Third, the same industry analysis

Four, business personnel to open up the market plan

The expansion of the company's scale requires business personnel to further expand the market and increase market share, which is the fundamental goal of the company's market development. According to the market situation and customer characteristics, the company has determined the future market expansion plan based on the existing market:

1) Attach importance to the development and cultivation of key customers. Big customers are the core customers of the company. By providing efficient and high-quality services, the company ensures the stability of the core customer base, the basic market, and promotes the company to expand the market scale. On the other hand, increase the development of new customers and potential customers and fully tap the market potential.

2) Regional marketing strategy. The focus of regional marketing is still in the urban areas, including Yuhua, Furong, Kaifu, Yuelu and Xingsha.

3) Deepening the service marketing strategy The company will aim at meeting the needs of customers to the greatest extent, constantly strengthen the service marketing concept in product sales, and run technical support and supporting services throughout the whole sales process, thus enhancing the company's market competitiveness.

4) Strengthen the construction of marketing team. Expanding the marketing team, which is the most important at this stage, needs the strong support of the company. At this moment, there is a serious shortage of manpower to open up the market. It is necessary to improve the professional quality and marketing skills of salespeople through continuous training and talent introduction, and establish a marketing team with proficient business, diligence and loyalty. Improve the sales incentive mechanism, implement the performance appraisal reward and punishment policies of sales staff and agents, and fully mobilize the professionalism and creativity of the sales team.

5) Implement brand strategy and establish a good brand image. The company's products enjoy a high reputation in the market. In the next few years, we will focus on implementing the brand strategy. With the help of this issuance and listing, we will further establish the brand image of the products, improve the brand awareness of the company and enhance the market competition potential of the products.

Verb (abbreviation for verb) The problems faced by business people at present.

1) Hardware Convenience There are too few offices in the company, which is not conducive to the expansion of personnel, the introduction of talents and the lack of computers. It is necessary to introduce new services, but the computer is no longer available. According to the plan, two people should recruit at least four salesmen and at least one computer.

2) In terms of software, it is mainly due to insufficient training, the salesman does not know many basic etiquette, and the communication ability is not strong. I will search and download business training materials online for unified training, and exchange and encourage each person's personality separately.

3) In the fierce competitive environment, everyone is under great pressure, with unsatisfactory performance and low income. I live and work far away, and the traffic in Changsha is blocked, so it is not very convenient to commute.

Six, business personnel management plan

1) After the new salesman arrives, the company will arrange to participate in pre-job training. Every salesman needs basic training before he can formally take up his post. Training materials include corporate culture training, professional ethics training, basic business knowledge training, customer communication, communication, public relations training, etc.

2) In the early stage of starting a business, my old business or I will take them for a period of time to visit, communicate with each other and learn from each other.

3) In order to make new salesmen familiar with the company's business as soon as possible, the company adopts a salary payment system without quota, travel allowance and commission, and encourages new salesmen to boldly expand their business scope.

4) The probation period for new salesmen is generally three months. If you fail to issue the bill for three consecutive months, you will automatically leave your job, which means that those who show your intention can be re-employed for observation according to the situation.

5) In order to achieve the purpose of duties and determine the responsibility system, the company can implement the policy of heavy rewards and heavy penalties.

Seven, improve the sales performance of business personnel.

1) affirm salesmen, recognize salesmen, motivate salesmen, and build confidence in business. Salesman is the most important part of sales activities. Salespeople should know themselves, affirm themselves and like themselves. If we look down on ourselves and expect our customers to like us, it is really hard for our customers.

2) Develop good habits. You must go to work on time without special reasons, make at least 50 business calls every day, and arrange at least 1-2 customer visits ..... Everyone is a slave to habit, and a good habit will benefit them for life.

3) Work is planned. Who are your clients, where do you live, what do you do and what are your hobbies? How do you contact him? For each customer, learn more about his trend or the characteristics of this area, so that you and the target customer have the same topic or characteristics.

4) Training more professional knowledge. A salesman should have commodity knowledge, business knowledge, industry knowledge, regional knowledge and related knowledge.

5) Help enterprises build customer base. Through the internet, visits and peer media, it is impossible for old customers to find new customers and potential customers and communicate more. It is impossible to master 20 million people, but it is not impossible to master 200 people. There are always more opportunities to know 1000 people by making good contacts than just knowing 10 people. From understanding to becoming a customer, customers can also derive customers and gradually establish their own customer base, and their performance will naturally improve.

6) Cultivate the indomitable spirit of not being afraid of difficulties and not being rejected in your career. Once rejected by customers, 5 of the 10 salesmen will stop; Rejected for the second time, two of the five people disappeared; After the third rejection, only one person will make a fourth effort, and then he will have no competitors. Successful salespeople fail and fight again and again. They don't believe in failure, but only think that success is a stage, and failure is just an incorrect way of success. After a short failure, they learned the methods of change and promoted their own progress. Continuous progress, continuous improvement, starting from scratch again and again, will have the final perfect result. A business master put it well: an effort is a fortune, and if you don't work hard, you won't come.

7) Do the right thing. Following the right person and doing the right thing is the first thing that every salesperson has to deal with. Since we are destined to be together, we have the responsibility to guide them to find their own direction, work hard towards their own goals and help them succeed.

8) Create a good working environment. First of all, everyone has a positive and focused thinking mode, and everyone has different advantages. Everyone should communicate more, encourage, help, study, work hard and make progress together, so that the great cause has a sense of belonging. Unite and work together to make Changsha market bigger and stronger.

Eight, how to improve the old business intention.

1) Establish an effective incentive mechanism. Pay attention to the strategic planning of the enterprise, let the old salesmen see the lofty aspirations, goals and perfect prospects of the enterprise, and create a humanistic atmosphere suitable for the survival and growth of the enterprising old salesmen. Help them implement career planning, constantly set higher goals for the old salesmen, help the employees make progress, and don't let the old salesmen feel that they have done their best in this enterprise.

2) Strengthen training. In order to satisfy the thirst for knowledge and self-motivation of senior sales staff, the personnel trained and gradually promoted by enterprises generally have a high sense of identity, belonging and good adaptability to enterprises. We will train here every two weeks.

3) with space. It can bring more space for the expansion of the business potential of the old salesman and ensure sufficient resources and support. Be able to think through material compensation or giving necessary help.

4) Staffing. Assign new business personnel to the old salesman and give necessary rewards.

5) empowerment. Promoting suitable old salesmen to management positions can motivate other employees and form a virtuous circle. The senior salesman is experienced, so that his business potential can be passed on through the team to achieve efficiency.

9. How much performance is Changsha market prepared to make?

1) The daily sales target in June, July and August is to exceed the average monthly sales of 60,000.

2) September, September, 65438+ 10 is our peak season, and we will strive to break through the monthly sales of 65438+ million when the staff is full.

3) 1 1, 12 The key point is to stabilize and consolidate the market, integrate and sort out, and strive to clarify the customer relationship of bidding in the coming year and establish a good relationship.

4) Seize every opportunity and strive to break through the monthly sales of 200,000 in two years.

X. Problems and suggested solutions

1) marketing team: there is a serious shortage of salesmen and recruitment is urgently needed. There shall be no less than 7 qualified marketing personnel throughout the year. Now we need to recruit 4-6 people, train them in a unified way, and fight the tough battle of gold, nine silvers and ten silvers.

2) The convenience of hardware and too few company offices are not conducive to the expansion of the company and the introduction of talents. 、

3) Computers are not equipped enough, and new services need to be introduced, but there are no computers available. According to the plan, two people should recruit at least four salesmen and at least one computer.

4) In terms of software, it is mainly due to insufficient training, the salesman does not know many basic etiquette, and the communication ability is not strong. I will search and download business training materials online for unified training, and exchange and encourage each person's personality separately.

5) In the fierce competitive environment, everyone is under great pressure, with unsatisfactory performance and low income. I live and work far away, and the traffic in Changsha is blocked, so it is not very convenient to commute. I can think of some companies and some employees renting houses nearby.

extreme

I. Market Background Analysis of xx City

1 and xx market overview

Xx is located in the south-central part of Guangdong Province, which governs 32 townships with a registered population of 1.56 million and a permanent population of more than 6.4 million. It has 650 schools of various types. Xx always insists on taking economic construction as the center, and is one of the top 30 cities in China with comprehensive economic strength. Due to preferential investment policies and convenient transportation conditions, many labor-intensive enterprises have been attracted. Therefore, relatively speaking, the local foreign population has more personalities and the business environment is therefore.

2, brand market sales.

At present, ab has the best sales in xx market, while other brands are far behind. The reason is that other brands are operated by secondary agents. As soon as ab entered the xx market, manufacturers invested heavily in establishing the terminal model market. In addition, dealers have intensively cultivated the market for many years and established a deep customer relationship with merchants. Therefore, dealers have the absolute right to control the terminal market in xx city.

3. The market situation of a brand in xx city

X originally implemented the general agent system in Guangdong, and the sales in xx city became independent only in xx years. When X entered the market in xx city, it sought to cooperate with the A product agent, hoping to integrate the terminal network resources of the agent. However, due to some problems in the operation of the agent, X business cannot be carried out normally. Therefore, there has actually been a market vacuum in xx for nearly half a year.

Second, the swot analysis of X product

1, advantages

① Advantages of the X brand itself

Due to the influx of migrants, some of them are around 30 years old. They have experienced the moderns of X product, and they have a deep brand memory and deep feelings. Moreover, the affinity of brand X itself has an impact on the next generation of consumers that other brands cannot have.

② The overall development trend of X brand

The repeater industry as a whole shows a downward trend, many famous brand manufacturers have faded out of the market one after another, and the development of first-line brands is also at a low ebb. However, X is a manufacturer that achieved positive growth last year, and its media advertising and marketing efforts are beyond the reach of other manufacturers. Therefore, the overall development momentum of X is still relatively strong.

③ Product line and price advantage.

After business expansion and market adjustment in recent years, X has formed ten series of e-learning products such as learning machine, game machine, repeater, vcd walkman, early education machine, battery, active audio, electronic dictionary and mp3.

④ local terminal market capacity

According to incomplete statistics, there are nearly 100 large and medium-sized terminal outlets suitable for X sales in xx city, and the huge consumer groups are comparable to those in Guangzhou and Shenzhen markets.

2. Disadvantages

(1) The cost of re-entering the market is very high.

Consumers' cognition of the brand is always preconceived, and the profits of the industry are also declining, so the enthusiasm for a mature product distributor will inevitably decrease. At this time, re-entering a market will inevitably face pressure from all sides, but also pay attention to input and output.

② The promotion of local brands is relatively insufficient.

In the early days, xx City was operated by the general agent in Guangzhou, and only stayed in the era of learning machine wholesale, which was far from brand promotion. Last year, Guangdong implemented a small regional distribution system, which was still a flash in the pan, and brand promotion was very insufficient.

③ Some profitable products have fewer styles.

X brand learning machine, repeater and game machine are traditional projects. However, with the continuous maturity of the market and the intensification of brand competition, the profits of the industry are getting thinner and thinner, while the styles of X profitable products such as vcd walkman, electronic dictionary and mp3 are few, making it difficult to form a strong product competition combination.

Step 3: Opportunities

① Consumption characteristics and market capacity of XX city

The terminal market in xx city is extremely active, with no less than 2-3 large and medium-sized shopping malls in each town, and the consumption of most migrants, indicating that the local market capacity is still relatively large.

② There was a vacuum in the early market.

Although X has been sold in xx, it is basically limited to the wholesale business of learning machines. Last year, the xx market operated independently, and the X business was short-lived for various reasons.

(3) There are not many main competitors at present.

At present, there are only one or two strong brands in the market of xx, and the investment of other brand manufacturers or distributors in the market is actually not very large, so it is very advantageous for X.

Step 4 threaten

① Problems left over from the market affect the confidence of dealers.

Dealers in small household appliances industry are most worried about the instability of the market, another is whether the planned products are competitive in the market, and the other is whether the after-sales service of manufacturers is perfect. I believe that the dealers in xx city are not confident enough because of the reasons in the early stage of the market.

② The original agent may set up market entry barriers.

Due to some problems in the cooperation between the original agents in xx, both manufacturers can't handle them well in a short time. Prior to this, major shopping malls have signed contracts with agents, and each mall will have a small number of products on display. It will be more difficult to sign a contract with the mall at this time.

③ A relatively stable sales promotion team of competitors.

Our competitors have a group of professional promotion teams and have cooperated with various terminal outlets for many years, which is also a big threat for us to enter the market.

III. Market Operation Plan of xx City

Market characteristics of 1 repeater

The commercial environment in xx is relatively mature, and the local terminal market is extremely prosperous. Basically, each town has 2-3 large and medium-sized supermarkets or electrical specialty stores, which have their own market characteristics for the repeater industry:

(1) xx market is mainly terminal;

② The terminal market is controlled by a few dealers;

③ The incentive degree of market competition is very cruel;

④ The overall market of repeater shows a downward trend.

2, xx city terminal network status quo

Unlike the mainland market, xx City is basically a terminal shopping mall, and the financial pressure is very great for any dealer. Judging from the current situation, there are nearly 100 terminal networks suitable for X sales:

① International large chain shopping malls (02 stores)

② Large local chain stores (25)

③ Large and medium-sized single-store terminal shopping malls (15)

(4) Small and medium-sized shopping malls, supermarkets and book stores (50 stores)

⑤ Local professional electrical appliance shopping mall (15)

3. Overall marketing strategy

In order to cope with the complicated repeater market in xx city and the capital, management and skills that the terminal market itself has to deal with, without a feasible overall marketing strategy, it is bound to encounter pressure from all sides.

Overall strategy:

(1) do a good job of investigation before entering the site, and fully grasp the basic situation of the network;

Continue to enter the market in a low profile and try to avoid confrontation with competitors;

(3) Seek the friendly cooperation of the original agent to avoid its strong market obstacles;

(4) Establish a terminal mode market to expand the market steadily from point to area;

⑤ Make flexible marketing policies and choose various investment channels;

⑥ The development of point of sale centers on output profit, taking into account the strategic layout of the market;

4. Establish about 10 terminal model market.

It stands to reason that 80% of sales come from 20% of sales points. It is impossible to have a good output if you only do 20% of the sales points. Reasonable network layout is extremely important. Need to combine the characteristics of xx market, select a number of representative terminals to establish a model market. On the one hand, it is the most effective communication of X brand image and company strength. On the other hand, shopping malls are also the outlets where dealers can generate the most sales.

5. Set up multiple image terminals of about 25 companies.

The establishment of the model market has its own software and hardware standards, which plays a driving role in the sales of the whole market. Other large and medium-sized shopping malls or supermarkets should also try to establish their own terminal image close to this standard, but at least they should have a reasonable combination of OTC products and actually constitute the main push of the terminal. This kind of wharf is also an important channel to attract investment and create profits.

6. There are about 50 small and medium-sized shopping malls.

Such customers are generally small-scale retail customers, and quite a few of them can cooperate, mainly by adjusting their sales policies according to their actual business conditions and finally reaching a deal.