Appendix C: Marketing Plan Template [Your Name] [Your Title] [Business Name] [Main Business Address] ABN: [ABN] [Business Name] Marketing Plan Prepared: [Date prepared] Marketing Plan Summary [Please complete this page last] [Your marketing summary should be completed last and should be no longer than a page focussing on why your business is going to be successful. Your answers below should briefly summarise your more detailed answers provided throughout the body of this plan.] The Business Business name: [Enter your business name as registered in your state/territory. If you have not registered your business name, add your proposed business name.] Business structure: [Sole trader, partnership, trust, company.] ABN: [Registered Australian Business Number.] Business location: [Main business location] Date established: [The date you started trading.] Business owner(s): [List all of the business owners.] Relevant owner experience: [Briefly outline your experience and/or years in the industry and any major achievements/awards.] Products/services: [What products/services are you selling? What is the anticipated demand for your products/services?] The Future Vision statement: [The vision statement briefly outlines your future plan for the business. It should state clearly what your overall goals for the business are.] Goals/objectives: [What are your short- and long-term goals? What activities will you undertake to meet them?] The Market Target market: [Who are you selling to? Why would they buy your products/services over others?] Marketing strategy: [How do you plan to enter the market? How do you intend to attract customers? How and why will this work?] The Finances [Briefly outline your sales forecast. How much money will you need up-front? Where will you obtain these funds from? What portion of funds will you be seeking from other sources? How much of your own money are you contributing towards the business?] The Business Business overview [Who are the current business owners? What products/services does the business provide? Where it is located? How long has it been operating?] S.W.O.T. analysis [List each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T.) in the table below, in the context of the marketing opportunities you have identified.] StrengthsWeaknesses[e.g. High traffic location][e.g. High rental costs] OpportunitiesThreats[e.g. build on customer and brand loyalty][e.g. Cash flow problems] S.W.O.T. activity sheet [Outline how and when you plan to address each of the weaknesses/threats from your S.W.O.T. analysis above.] S.W.O.T weakness/ threatActivity to address weakness/threatActivity completion date[Description of a S.W.O.T weakness or threat][What activity is planned to address the weakness or threat?][Expected completion date][Description of a S.W.O.T weakness or threat][What activity is planned to address the weakness or threat?][Expected completion date][Description of a S.W.O.T weakness or threat][What activity is planned to address the weakness or threat?][Expected completion date] Products/services Product/ServiceDescriptionPrice[Product/service name][Brief product/service description][Unit price including GST] Market position: [Where do your products/services fit in the market? Are they high-end, competitive or budget? How does this compare to your competitors?] Unique selling position: [How will your products/services succeed in the market where others may have failed? What gives your products/services the edge?] Anticipated demand: [What is the anticipated quantity of products/services your customers are likely to purchase? For example, how much will an individual customer buy in 6 months or 12 months?] Pricing strategy: [Do you have a particular pricing strategy? Why have you chosen this strategy?] Value to customer: [How do your customers view your products/services? Are they a necessity, luxury or something in between?] Growth potential: [What is the anticipated percentage growth of the product in the future? What will drive this growth?] Sales/marketing personnel Job TitleNameResponsibilities[e.g. Marketing/ Sales Manager][Mr Chris Brantley][What are the main responsibilities of this position?] Marketing Goals/objectives [What are your marketing goals and objectives? How do they align with reflect the overall strategic goals and objectives of the business?] The Market Unique selling position [How is your business unique in the market? What differentiates your product/service from others in the market? What makes your business stand out from your competition? What product gap or service need does it fill for your customers?] Your customers/clients Customer demographics [Define who your target customers are and how they behave. You can include age, gender, social status, education and attitudes. What are their lifestyles, activities, values, needs, interests or opinions? Where are they located?] Anticipated demand and market trends [What is the demand for your product? Is it growing? What are its growth statistics?] Key customers [Identify your key customers. (These can be large consumers of your products/services or individuals whose satisfaction is key to the success of your business.) How will you target your products/services to them? How will you deliver your products/services to them?] Customer management [How will you maintain a good relationship with your customers? What techniques will you use? How will you keep your customers coming back? Have you introduced customer service standards? Do you follow any particular code of practice? Your competitors [What is the marketing strategy of five of your competitors in the same target market? How do you rate against them? How can your business improve on what they offer?] Competitor details [List at least 3 competitors in the table below.] CompetitorProduct and PricingPromotionValue to customersStrengthsWeaknesses[Competitor name][How does their product and pricing compare to yours?][What promotional tactics do they use?][Unique value to customers, e.g. convenience, quality, price or service?][What are your competitor’s main strengths?][What are your competitor’s main weaknesses?] Environmental/industry analysis [Detail the results of the market research you have performed. PESTLE – Is the area experiencing population growth? Are there long-term employers in the area? Is the region’s economy stable? Are there seasonal variations? What is the size of the market? What recent trends have emerged in the market? What growth potential is available and where do you fit in? How will the market/customers change when you enter the market? What external factors will affect your customers?] Sales targets [Outline your planned sales targets for the year. What quantity of your products/services do you need to sell to achieve your desired gross profit?] Marketing strategy [What is your overall marketing strategy? What steps or activities will you undertake to achieve your goals/objectives? What do you want to achieve/communicate on social media (brand awareness, online sales etc.)? What social media tools do your customers use (e.g. Blogs, Twitter, Facebook etc.)? What strategies can you use to network and communicate effectively with these customers?] Marketing StrategyTactics to achieve strategyExpected business improvementCosts involvedResources and staff required[Describe Product/ Place/ Pricing/ Promotion][What tactics will you use to implement this strategy? Identify at least 1-2 relevant tactics, such as pricing offer, promotional channels, etc.][How do you expect it will improve your business success?][Identify the types of costs and approximate value of cost involved in this activity. Ensure cost fits within the budget, along with other costs involved in the strategy.][Who is responsible for implementing this strategy? Who will monitor your social media? Do you have sufficient internal staff, or would you need to engage an external organisation? What other resources will you need?] Marketing activity schedule Activity typeStrategyTarget date(s)Review schedulePersonnel responsible for reviewSuccess MetricsContingency measures[Promotional media/ channel/ activity][What is the purpose of this media/ channel/ activity? How and when will you use it? What is your strategy behind this? What type of messaging will you use with this media/channel/ activity?][e.g. Dec 2020][When will you monitor and review this activity? How frequently will you review?][Who will monitor this media/ channel/ activity?][How will you decide whether your promotion/ media is having the desired effect? What tools will you use to measure/monitor the impact of your marketing activities? What numbers and patterns will you look for?][What two actions will you undertake to improve performance and ensure marketing objectives are met?] The Finances [To complete the finances portion of this marketing plan, you should rely heavily on your financial statements.] Price [What price have you determined for your products/services? Does this price take into account all your costs including personnel, operational, cash flow and working capital? Have you also allocated a profit margin in your costing? What price will your target market bear? Do your prices take into account any seasonal variation to your suppliers’ costs?] Expected sales [What are your expected sales? When do you hope to achieve these figures? Are there seasonal influences?] Marketing budget [YEAR] [Consider the example below when developing a budget to include in your business plan. Ensure your total costs do not exceed budget.] Legal and Ethical Requirements [Identify two legal and two ethical requirements that the marketing plan and activities must meet] Reference List [List all sources used in your research, in APA Reference Style.]
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