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1、 MARKETING YOUR BUSINESS FOR SUCCESSWORKSHOP INTRODUCTIONMARKETING YOUR BUSINESS FOR SUCCESSWORKBOOKTraining Module - 3Workshop ObjectivesBy the end of this workshop, you should be able to:* Determine the purpose of the marketing plan- Identify strategies for conducting market research- Identify adv
2、antages of market research* Determine what the marketing plan contains- Target market- Competition- Product/service- Marketing budget- Location- Pricing strategy- Promotional strategy* List- advantages of developing a marketing plan- disadvantages of developing a marketing plan* Prepare a marketing
3、plan outline* Develop an effective marketing strategy- Advertising strategy- Promotional strategyMARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN - UNDERSTANDING THE MARKETPLACEMarketing plays a vital role in successful business ventures. Howwell the plan you develop markets your business, a
4、long with themanagement and financial management plans, will ultimatelydetermine your degree of success or failure. The key elements of a successful marketing plan are to 1) know your customers - their likes, dislikes and expectations, and 2) to know yourcompetitors - their strengths and weaknesses.
5、 By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line.The purpose of the marketing plan is to define your market, i.e.,ident
6、ify your customers and competitors, to outline a strategy for attracting and keeping customers and to identify and anticipate change. Your business will not succeed simply becauseyou want it to succeed. It takes careful planning and a thoroughunderstanding of the marketplace to develop a strategy th
7、at willensure success.Understanding the MarketplaceGenerally, the first and most important step in understanding themarket is to study it through market research. In the case of afranchise, the franchisor has developed a marketing program, so you will need to review the program he or she has provide
8、d. Lookover the plan to determine what product/service you will offer and write a description of it. Even though a franchisor hasdescribed your product or service, it is a good idea to develop and write your own description because this process helps you toknow your product or service-a key variable
9、 in any successfulmarketing plan. When describing your product or service outlinewhat you feel are its unique aspects, and explain how or why these aspects will appeal to customers. Emphasize the specialfeatures that you feel are its selling points. These features arewhat you will use to convince cu
10、stomers to purchase your product or service. Next go over sales projections, determining if there is a demandfor the product or service. In the case of a franchise, thefranchisor will have developed the projections. Study this data to see how he or she arrived at these projections. This will helpyou
11、 to better understand how the marketplace operates relative toyour product/service, and it can help you develop the skillsnecessary to identify and anticipate changes in the marketplace.Start your own file on marketplace trends. Periodically review your data, looking for shifts in the market. If cha
12、nges areoccurring, you should modify the marketing plan to coincide withthese changes. In franchise operations, it is customary for thefranchisor to update the marketing plan periodically to reflectchanges in the marketplace and to keep the marketing programcurrent. A marketing plan should answer th
13、ese questions:* Is this product or service in constant demand?* How many competitors provide the same product or service?* Can you create a demand for your service or product?* Can you effectively complete in price, quality and delivery?* If a franchise, will the franchisor price the product orservi
14、ce to give you the projected profit?Review your program to ensure that it answers these questions. Ifyour plan doesnt answer the questions, it will need to bemodified, or you will need to devise a strategy that will providea means for answering them. When you are satisfied that youunderstand the pro
15、gram, how the market operates and how to identify market shifts and trends, start writing the marketingsection of your business plan.Even if you adopt a marketing program that has been developedelsewhere, it is your responsibility to promote your product orservice by cultivating the marketplace, i.e
16、., attracting andkeeping customers. You can accomplish this aim by knowing yourmarket, your customers, your competitors and your product/service. Dont rely solely on the program provided by a franchisor or others, gather and assess your own data using thetechniques outlined in your plan. By gathering and analyzing thisinformation, you will be better able to determine if your programis in line with your competi
