How to build a Marketing Plan:  
00  
01   02   03   04   05   06   07   08   09   10   11   pi.arlef.gif (1623 octets)  12  pi-arrig.gif (1666 octets)   13   14   15


12 - More on markets /products analysis & policy

1) Knowing the market and our market positioning

Market research


Who buys. What, where, how much they buy

Choose carefully the types of customers and
the needs targeted

Buying motivations

Why (what satisfactions) and how customers buy

Brand positioning

Us / our competitors: mindshare, image, pricing
policy...

Market shares

By customer segments / products

2) Adapting the product range / priorities

Product
comparisons

Characteristics (and prices) of our products /
services vs.
those of competitors (and 
partners in the "value chain")

Product range

Product range policy allowing cross-selling,
product packages, "customer / product"
segments

Life cycles

In which phase of its life curve is every
product / service
?

Zero defect


A product or service that disappoint = a
customer who leave. Be in love with your
customers and show them!

3) Doing prospective analysis (market evolution factors)

Which evolutions pi-arrig.gif

Techno

logical

Socio

logical

Economic


Geo

political

Others


May have a strong impact on

1) Sales

 

 

 

 

 

2) Production

 

 

 

 

 

3) Selling prices

 

 

 

 

 

4) Costs

 

 

 

 

 

(new or existing) Factors that will have 
the most impact on

In a few months

In a few years

1) The geographical zone(s)

 

 

2) The firm's industrial sector(s)

 

 

3) The firm itself

 

 

separ

Marketing section table of contents: 00 
Descriptions:  
01   02   03   04   05   06   07   08   09   10   11   12   13   14   15
See also my Management / Marketing articles in English migrated from Google Knol
  Other resources (external links):  MarketingPower  /  QuickMba

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