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Strategic Marketing Plan

Essay by   •  December 13, 2011  •  Study Guide  •  267 Words (2 Pages)  •  1,734 Views

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STRATEGIC MARKETING PLAN

STRATEGIC SITUATION OVERVIEW

A. COMPANY NAME

1. Date established

2. Sales history

3. Number of employees

4. Key personnel

5. Chronology of company events

a. mergers

b. acquisitions

6. Company business philosophy

7. Current awareness level of company among buying influences

B. PRODUCTS AND/OR SERVICES

1. Product or Service A (Repeat steps below for each product

or service applicable)

a. General description

1. purpose

2. features/benefits

3. pricing

4. sizing

5. methods of distribution

b. Advantages over competition

c. Disadvantages

d. Current awareness level among end-users

e. Current perception among end-users

f. Sales/share-of-market history

g. Promotion program summary, results

1. literature

2. public relations

3. advertising by medium

4. sales promotion

5. trade show participation

h. Stage of Product Life Cycle

i. Phase of Advertising Spiral

j. Selling process

1. lead generation

2. inquiry fulfillment

3. follow-up

4. personal sales presentation

5. close

k. Current market positioning ( maps)

C. MARKET

1. Product or Service A (Repeat steps below for each product

or service applicable)

1. product market scope and structure

2. mapping product markets

a. size

1. number of potential customers

...

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