Compiling Techniques Marketing Plan
In conditions of ever-changing business environment and level of competition in grabbing market share is more strict. Product marketing efforts is one key to the success of a business organization, including agribusiness. Marketing activities can be a source of corporate failures and / or become a waste if not properly planned. Many agribusiness entrepreneurs, especially the lower middle-scale often have difficulty in preparing a formal marketing program, so that the products are not able to reach the target market. Thus, the eighth edition of this Commodities Magazine, presented "Preparing A Marketing Plan Technique".
A marketing plan typically contains eight sections, namely: Executive Summary, Situation Analysis, SWOT Analysis and Problem Analysis; Target Marketing, Strategic Marketing; Programme of Action; Profit Loss Projection;, and Control (Kotler, 1994). Each section will be outlined below.
1. The executive summary is an overview of the entire marketing plan that has been
made, so that it can provide a picture of the things the main contents of a
marketing plan.
2. Provide data and information regarding the marketing situation, including:
a. Market Situation.
Data and information regarding the large and growing market for several years
and the trend in the next few years, and the trend to change perception and
consumer behavior.
b. Products Situation.
Data sales growth, price level, the contribution margin, and profitability.
c. Competition Situation.
Data concerning competitors, capacity of, market share, objectives and
strategies, product quality, and various characteristics of the relevant
competitors.
d. Distribution Situation.
Type, quantity, territory and the role of distribution channels (eg, sources
of information, means of promotion, trying to add a buyer, make adjustments,
to negotiate the price and method of payment, physical distribution, financing
the distribution, and / or share in the Macro Environment risk. Situation
demographic environment, economic, social, cultural, political, legal,
defense, and technology.
3. SWOT Analysis and Problem Analysis. Identifying and analyzing the opportunities
and threats facing the company as a result intraksi external environment that may
affect company performance. Influence of the internal environment intraksi
companies also need to be identified and analyzed the strengths and weaknesses.
Thus, after a SWOT analysis done formulated the principal issues that must be
relied upon in determining the objectives, strategies and action plans / tactics.
4. Target. Defining the target (goal) is to be achieved, both financial goals and
target marketing. Financial goals such as ROI, cash flow and profits. Goals
include a target marketing and sales growth, market share, market coverage, the
number of
distribution channels, price level, etc.
5. Marketing Strategy. The marketing strategy was formulated based on the SWOT and
targets to be achieved, and stipulating primarily based on consideration of costs
and benefits, as well as resource capacity to implement them. Sample statement of
local marketing strategy ketchup brand X (hypothetical) described below.
Target market: the lower middle class.
a. Placement: soy products rich in protein, delicious and cheap
b. Product lines: To diversify the brand and packaging to distinguish
middle-class market segment and lower classes and with different prices.
c. Price: A little lower than competitors' prices
d. Distribution channels: Concentrate on the stalls, wholesalers, and stall baso,
and noodle stew.
e. Salesperson: Increase the number and improve the ability of salespeople as
well as providing a good incentive.
f. Services: Product is easy and inexpensive to obtain.
g. Promotion: Increase the budget for printing promotional leaflets / banners
will be placed in the stalls, as well as for gifts.
h. R & D: Raise a budget of 10% to improve the design of the packaging label for
the middle class segment.
i. Market Research: Emphasis on intelegent marketing activities to observe the
movements of competitors, and conducting opinion polls about consumer
perceptions of soy products brand X.
6. Programme of Action. Contains details of each element of the marketing strategy
that had been developed, primarily to respond to what will be done, when, who is
doing, and at what cost?.
7. Profit Loss Projection. Prepare budgets and profit and loss projection of a
marketing plan that will be done.
8. Control. Formulate a plan of evaluation and periodic monitoring of the
implementation plan, so that irregularities in the implementation of controls can
be done immediately.
A marketing plan typically contains eight sections, namely: Executive Summary, Situation Analysis, SWOT Analysis and Problem Analysis; Target Marketing, Strategic Marketing; Programme of Action; Profit Loss Projection;, and Control (Kotler, 1994). Each section will be outlined below.
1. The executive summary is an overview of the entire marketing plan that has been
made, so that it can provide a picture of the things the main contents of a
marketing plan.
2. Provide data and information regarding the marketing situation, including:
a. Market Situation.
Data and information regarding the large and growing market for several years
and the trend in the next few years, and the trend to change perception and
consumer behavior.
b. Products Situation.
Data sales growth, price level, the contribution margin, and profitability.
c. Competition Situation.
Data concerning competitors, capacity of, market share, objectives and
strategies, product quality, and various characteristics of the relevant
competitors.
d. Distribution Situation.
Type, quantity, territory and the role of distribution channels (eg, sources
of information, means of promotion, trying to add a buyer, make adjustments,
to negotiate the price and method of payment, physical distribution, financing
the distribution, and / or share in the Macro Environment risk. Situation
demographic environment, economic, social, cultural, political, legal,
defense, and technology.
3. SWOT Analysis and Problem Analysis. Identifying and analyzing the opportunities
and threats facing the company as a result intraksi external environment that may
affect company performance. Influence of the internal environment intraksi
companies also need to be identified and analyzed the strengths and weaknesses.
Thus, after a SWOT analysis done formulated the principal issues that must be
relied upon in determining the objectives, strategies and action plans / tactics.
4. Target. Defining the target (goal) is to be achieved, both financial goals and
target marketing. Financial goals such as ROI, cash flow and profits. Goals
include a target marketing and sales growth, market share, market coverage, the
number of
distribution channels, price level, etc.
5. Marketing Strategy. The marketing strategy was formulated based on the SWOT and
targets to be achieved, and stipulating primarily based on consideration of costs
and benefits, as well as resource capacity to implement them. Sample statement of
local marketing strategy ketchup brand X (hypothetical) described below.
Target market: the lower middle class.
a. Placement: soy products rich in protein, delicious and cheap
b. Product lines: To diversify the brand and packaging to distinguish
middle-class market segment and lower classes and with different prices.
c. Price: A little lower than competitors' prices
d. Distribution channels: Concentrate on the stalls, wholesalers, and stall baso,
and noodle stew.
e. Salesperson: Increase the number and improve the ability of salespeople as
well as providing a good incentive.
f. Services: Product is easy and inexpensive to obtain.
g. Promotion: Increase the budget for printing promotional leaflets / banners
will be placed in the stalls, as well as for gifts.
h. R & D: Raise a budget of 10% to improve the design of the packaging label for
the middle class segment.
i. Market Research: Emphasis on intelegent marketing activities to observe the
movements of competitors, and conducting opinion polls about consumer
perceptions of soy products brand X.
6. Programme of Action. Contains details of each element of the marketing strategy
that had been developed, primarily to respond to what will be done, when, who is
doing, and at what cost?.
7. Profit Loss Projection. Prepare budgets and profit and loss projection of a
marketing plan that will be done.
8. Control. Formulate a plan of evaluation and periodic monitoring of the
implementation plan, so that irregularities in the implementation of controls can
be done immediately.
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A marketing plan sets out how you are going to put your marketing strategy into practice. The marketing plan ensures that everyone in the business knows what you are trying to do and what they need to do to make it happen.
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