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Marketing Plan: ________
<Business Unit/Line><Company>
<2014+>
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Business Definition and History
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Business Objectives
• BHAG (‘Big Hairy Audacious Goal’) for product line
• Commercial goals for next 3 years
• Commercial target for next year
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Part 1Present Situation Analysis
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Way-to-Market Architecture
Company
Influencers, e.g.,
• Advisers• Regulatory institutions
• Media
End-Customer Segments
Segment 1 Segment 2 Segment 3 Segment 4
Sales per (sub)channel (%)
Sales per segment (%)
Nature ofrelationship, support &
reputation
Influence
Direct Channels e.g.,
• Face-to-Face• Internet
Indirect Channelse.g.:
• Distributors & Resellers• Suppliers
• OEMs and Convertors
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Contemporary Situation
Market Mix %
<P1>
<P5>
<P2>
<P4>
<P3>
<....>
<P6>
Segment Size (€)
<company> Mkt. Share %
€ (000) Market Segments
Products Total(€)
MarketSize (€)
<company> Market
Share (%)
Total (€)
<S1> <S2> <S3> <S4> <...> <S5> ProductMix %
100 %
Total Sales (000 €) :
2011 : 2012 : 2013 : 2014 : (plan)2015 : (est.)
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Our Customer Value Proposition
Comp. Advantage
• _________________
• _________________
• _________________
• _________________
• _________________
Explanation
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
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Basic Requirements
Basic Requirement
• _________________
• _________________
• _________________
• _________________
• _________________
Explanation
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
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Present Business Model
CompetitiveAdvantage 3
CompetitiveAdvantage 4
CompetitiveAdvantage 1
CompetitiveAdvantage 2
Resource 10
Resource 5
Resource 1
Resource 2Resource 4
Resource 8Resource 7
Resource 6
Resource 11
Resource 12
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Competitive Analysis
• Industry Competitors:
• Substitutes:
• New Entrants:
• Suppliers:
• Buyers:
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Market Analysis:The STEP-Issues
• Social Context:
• Techological Context:
• Economic Context:
• Political Context:
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Opportunities & Threats
Opportunities• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________
Threats• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________
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Key Weaknesses
Weakness• __________________
• __________________
• __________________
• __________________
• __________________
Explanation____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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Summary Present Situation
_________________________________________________________________________________________________________________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________
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Part 2How to compete in the future?
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Market Excellence for the Future: Product Targeting
Where to Compete?Product lines
• ______________________
• ______________________
• ______________________
• ______________________
• ______________________
Why?
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
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Market Excellence for the Future: Market Targeting
Where to Compete?Market Segments
• ______________________
• ______________________
• ______________________
• ______________________
• ______________________
Why?
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
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Our Intended Future:Customer Value Proposition
How to Compete?Competitive Advantages
• ______________________
• ______________________
• ______________________
• ______________________
• ______________________
Why?
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
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Future Business Model
CompetitiveAdvantage 3
CompetitiveAdvantage 4
CompetitiveAdvantage 1
CompetitiveAdvantage 2
Resource 10
Resource 5
Resource 1
Resource 2Resource 4
Resource 8Resource 7
Resource 6
Resource 11
Resource 12
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Part 3The Roadmap
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Business Roadmap: Competence Building
Projects
• ____________
• ____________
• ____________
• ____________
• ____________
2014
________
________
________
________
________
2015
________
________
________
________
________
2016
_______
_______
_______
_______
_______
Responsible
_______
_______
_______
_______
_______
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Marketing and Sales Calendar 2014
______________
______________
Actions
Total
Cost Revenue Responsible/Accountable
Timing
______________
______________
______________
______________
______________
______________
______________
______________
______________
J F M A M J J A S O N D
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Marketing Score Card
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Marketing Score Card 2014 :Innovation
New Products Marketing Actions Targets
New Channels Marketing Actions Targets
New Segments Marketing Actions Targets
New Leads Marketing Actions Targets
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Marketing Score Card 2014 :Marketing Mix Productivity
Focus (customers, channels, products) TargetsSales Person Productivity
<person>
<person>
<person>
<person>
<person>
Trade Fair
<trade fair>
<trade fair>
<trade fair>
Focus (customers, channels, products) Targets
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Marketing Score Card 2014 :Customer Response
Initiatives Targets
Customer Complaints
% Lost Customers
Brand Valuation
Customer Satisfaction
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Marketing Score Card 2014 :Financial Results
Product Line
• ____________
• ____________
• ____________
• ____________
• ____________
• ____________
2012
____
____
____
____
____
____
2013
____
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2014
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D %
____
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Price %
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Vol %
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____
____
____
____
CGM
____
____
____
____
____
____
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Conclusions
_________________________________________________________________________________________________________________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________
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Annexes
• E.g. Organization chart, details of product and market data, etc.