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1、chapter5writingtheplan contents1 introduction2 executivesummary3 situationanalysis assumption sales strategicmarket Keyproduct keysalesareas 4Marketobjectives5Marketstrategies6schedules7salespromotion8budgets9profitandlossaccount10controls11updateproceduresAppendix1 guidelines Thewrittenplanmustbecl
2、ear conciseandeasytoread StarteachcompletesectiononanewpageWhenlistingkeypoints usedoublespacingDonottrycramtoomanyfiguresontoonepage Donotusejargonthatmaynotbeunderstoodbyallthosewhowillreceivetheplan Introduction Thisgivesthebackgroundtotheplan andthereasonforitspreparation andoutlinesitspurposean
3、duses For UKsaleshavestagnated停止inrecentyears Withtheenforcement实施ofEUdirectives指令forwatertreatment净化andsewagedisposal污水处理 theindustryiscarryingout完成amajorcapitalimprovementprogramme 增加资本改进计划 itwasthereforefeltbythesalesandmarketingdirectorthatweneedtoanalysisourpositioninthemarketandprepareforgrowt
4、htotakeadvantageoftheincreasedlevelofspending花费bytheindustry Executivesummary Thesummaryshouldpresentthekeypointsoftheplaninaclearandconciseform Itshouldnotbetoolong Thesummaryshouldalwaysinclude Theunderlyingassumption背景onwhichtheplanisbased Theobjectivesoftheplan Thetimescaleoverwhichtheplanwillbe
5、implemented AlthoughourtotalsalesintheUKmarkethavefallen ourproblemisball球阀门valvesthatwehaveonly10percentmarketshare wecurrentlyhavemarketshareinwaterindustryof10percentforfilters过滤器and5percentforvalves Webelievethatifeconomicconditionsremainstable wewillbeableto Gainmarketshareintheexpandingmarket
6、Theobjectiveofthisplanistoachieve10percentgrowthinUKsaleinthenextthreeyears doublingourwaterindustrymarketshareforfiltersto20percentanddoublingourmarketshareforballvalvesto10percentoftheprojectedmarketin2008 UKoverallgrossmarginsfrom39percentto43percentby2008Thisplandetails详细资料howthiscanbeachievedwi
7、thaninvestment投资inpersonnelandresources butwithoutanymajoradditionalinvestment额外投资inplant工厂andmachinery设备 situationanalysis ItincludeonlythesummariesoftheexternalandinternalmarketingresearchandthekeyresultingSWOTanalysis AssumptionsAsummaryofhistoricalandbudgetedsalesAreviewofstrategicmarketsAreview
8、ofkeyproductAreviewofkeysalesarea situationanalysis assumptions The SexchangeratewillremainintherangeS1 5toS1 7 1forthenext12months Interestrateswillnotincreasebymorethan1percentoverthenextthreeyearsInflationwillremainat3percentin20 x6 risingto4percentin20 x7and20 x8 Companywageincreaseswillnotexcee
9、dinflationoverthenextthreeyears situationanalysis sales Inthissectionyoushouldincludehistoricalsalesgoingbackthreeyearstogetherwithsalesforecastsforthenextthreeyears SalesprojectionfortheUK situationanalysis Strategicmarket Theinformationcanbepresentedintwoways 1 showingthepercentageofcompanysalesin
10、toeachmarket 2 Showingthepercentageshareofindividualmarketsthatthecompanybelievesthatithas Presentationofsalesbystrategicmarket situationanalysis Keyproduct Thissectionlistsyourkeyproductsanddetailstechnologicalandcommercialfactorsrelatingtothem thiswouldincludetheresultsoftheSWOTanalysisonyourprodu
11、ctsandyourcompetitors products aswotanalysisforaproductandtheproductportfoliomatrixfortheEquipmentManufacturingCompanyareshowninfigure1and2 1 SWOTanalysisforproduct ballvalves 为公司 地区进行SWOT分析 portfoliomatrixoftheEMC marketgrowthrate 2 Relativemarketshare 10 1 situationanalysis keysalesareas Theinform
12、ationcanbepresentedintabularform表格形式asintable1oringraphicalform图asfigure2 3 Salesarea1 2 Valvessalesbyarea 3 Keysalesareasin20 x8 Scotland n15 North30 South23 Midland36 ThekeysalesareasforvalvesalesforEMC 折线图 Keyobjectives toincreaseUKsalesby10percentperyearinrealtermsforthenextthreeyearsTodoubleval
13、vesalestothewaterindustrywithinthreeyearsToincreaseoverallgrossprofitfrom39percentto43percentby2008 Strategiesmarkets2005 Others25 chem33 Food7 paper12 water23 Marketingstrategies Youshouldindicatewhetheryouareadopting维持 developingorattackingstrategies oramixtureofdifferenttypes Theindividualstrateg
14、iesshouldthenbelistundertheheadings标题ofthefourmainelementofthemarketingmix strategiesrelatingtoproducts strategiesrelatingtopricing strategiesrelatingtoadvertising promotion strategiesrelatingtodistribution Products packageproducts ballvalveswithfilter designnewballvalvedesignreplacementfor替代 type s
15、 filters Pricing discountpolicyfor type s filterswillbeprogressivelywithdrawn 无销路penetrationpolicy渗透willbeadoptedwithpackagessincethesewillhelpustosellmorevalves penetrationpolicywillbeadoptedon type k filterssincethesegeneratealargeproportionofreplacementcartridges 容器 Promotion changesalesforceorga
16、nizationRestructure重建salesmanagementUsemailshotsIncreaseexhibitioncoverageIncreaseadvertising Distribution changedistribution Increaseownsalescoverage Scheduleofwhat where how Thisisthemasterscheduleshowingtheprogrammefortheimplementation执行ofactionplans Thisscheduleindicatetoeachdepartmentandtoeachmemberofstafftheirresponsibilitiesadthetimetableforcarryingtheout theyshouldtaketheformofbarcharts schedules budgetingthecostofamarketingplan Salespromotion Underthisheadingyoushoulddetailyouradvertisi
