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1、chapter 5 writing the plan,contents 1 、introduction 2 、executive summary 3、situation analysis: assumption .sales . strategic market. Key product . key sales areas.,4 Market objectives 5 Market strategies 6 schedules 7 sales promotion 8 budgets 9 profit and loss account 10 controls 11 update procedur
2、es Appendix1,guidelines,The written plan must be clear, concise and easy to read. Start each complete section on a new page When listing key points, use double spacing Do not try cram too many figures onto one page. Do not use jargon that may not be understood by all those who will receive the plan.
3、,Introduction,This gives the background to the plan, and the reason for its preparation, and outlines its purpose and uses. For : UK sales have stagnated停止 in recent years. With the enforcement实施 of EU directives指令 for water treatment 净化and sewage disposal污水处理, the industry is carrying out完成 a major
4、 capital improvement programme.增加资本改进计划,it was therefore felt by the sales and marketing director that we need to analysis our position in the market and prepare for growth to take advantage of the increased level of spending 花费by the industry.,Executive summary,The summary should present the key po
5、ints of the plan in a clear and concise form. It should not be too long . The summary should always include :,The underlying assumption 背景on which the plan is based; The objectives of the plan; The timescale over which the plan will be implemented;,Although our total sales in the UK market have fall
6、en ,our problem is ball球阀门 valves that we have only 10 percent market share. we currently have market share in water industry of 10 percent for filters 过滤器and 5 percent for valves . We believe that if economic conditions remain stable , we will be able to,Gain market share in the expanding market .
7、The objective of this plan is to achieve 10 percent growth in UK sale in the next three years, doubling our water industry market share for filters to 20 percent and doubling our market share for ball valves to 10 percent of the projected market in 2008,UK overall gross margins from 39 percent to 43
8、 percent by 2008 This plan details 详细资料how this can be achieved with an investment投资 in personnel and resources , but without any major additional investment额外投资 in plant工厂 and machinery设备.,situation analysis,It include only the summaries of the external and internal marketing research and the key r
9、esulting SWOT analysis : Assumptions A summary of historical and budgeted sales A review of strategic markets A review of key product A review of key sales area,situation analysis ：assumptions,The S exchange rate will remain in the range S1.5 toS1.7: 1 for the next 12 months; Interest rates will not
10、 increase by more than 1 percent over the next three years Inflation will remain at 3 percent in 20x6, rising to 4 percent in 20x7 and 20x8. Company wage increases will not exceed inflation over the next three years.,situation analysis： sales,In this section you should include historical sales going
11、 back three years together with sales forecasts for the next three years .,Sales projection for the UK,situation analysis ：Strategic market,The information can be presented in two ways: 1.showing the percentage of company sales into each market , 2. Showing the percentage share of individual markets
12、 that the company believes that it has,Presentation of sales by strategic market,situation analysis ：Key product,This section lists your key products and details technological and commercial factors relating to them .this would include the results of the SWOT analysis on your products and your compe
13、titorsproducts. a swot analysis for a product and the product portfolio matrix for the Equipment Manufacturing Company are shown in figure 1 and 2.,1-SWOT analysis for product ballvalves,为公司、地区进行SWOT分析,:portfolio matrix of the EMC,market growth rate,2-Relative market share,10%,1,situation analysis：k
14、ey sales areas,The information can be presented in tabular form表格形式 as in table 1 or in graphical form图 as figure 2 /3.,Sales area 1,2-Valves sales by area,3-Key sales areas in 20x8,Scotland /n15% North 30% South 23% Midland 36% The key sales areas for valve sales for EMC,折线图,Key objectives,to incre
15、ase UK sales by 10 percent per year in real terms for the next three years To double valve sales to the water industry within three years To increase overall gross profit from 39 percent to 43 percent by 2008,Strategies markets 2005,Others 25% chem33% Food 7% paper 12% water23%,Marketing strategies,
16、You should indicate whether you are adopting 维持, developing or attacking strategies or a mixture of different types . The individual strategies should then be list under the headings标题 of the four main element of the marketing mix:, strategies relating to products strategies relating to pricing strategies relating to advertising /promotion strategies relating to distribution, Products :
