【7A版】市场营销计划标准模板.doc

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1、7A版优质实用文档CONTENTGuidelinesforuse0EGecutiveSummaryWhatarethecriticalaspectsofthemarketingplanthatmustbehighlighted?·Marketsituation·Mainobjectivesandgoals·Strategyandcompetitiveadvantage·Financials·Recommendations1IntroductionWhatinformationisneededbysomeonewhodoesnotunderstandy

2、ourproductsbutwanttodoso?Provideabriefdescriptionof:·Theproductlineanditsmarket·Majortrends·ChallengesandOpportunities2MarketSituationAnalysisWhereareyounowonseveralimportantmarketfactors?2.1Application/therapeuticareaandtotalmarket·Whataretheapplicationand/ortherapeuticareasof

3、theproduct/productline?·Whichproductsarecurrentlyused?107A版优质实用文档7A版优质实用文档·Whatisthetotalmarketsize(worldwideandregionsorkeycountries)Thismustbeashortdescription(notacompetitiveanalysis)focusedoninformationrelevanttounderstandingrecommendations.Fordetailsuseattachments.0.1Ident

4、ifymajorbusinessandmarkettrends·Whatarethecriticalfactors/forcesthatinfluencethedirectionofyourmarkets?·Whatinsightsdoyougainfromthesetrends(problems,threats,opportunities)?·WhichtrendscanbeinfluencedorsetbyB.Braun?·Canyoudevelopdifferentscenarios(best,worstandlikely)basedonthe

5、setrends?0.2Competitoranalysis·Whoareourmaincompetitors?·Whataretheirobjectivesandstrategies?·Whataretheirstrengthsandweaknesses?·Marketdata(sales,units,marketsharesetc.)0.3Customeranalysis·Whoareourcustomers(peoplewhouseorpurchasetheproduct)?·Whatarethecustomers’needs?107A版优质实

6、用文档7A版优质实用文档·Whatisthebuyingprocess?Typicallyrequiressomeformofmarketresearch(e.g.,customervisits,focusgroups,marketsurveys,deskresearch,etc.)0.1ValuechainanalysisValuechainanalysishelpsyoutounderstandeverythingthataddsvaluetotheproductforthecustomer(e.g.listingofproductsinnati

7、onalhealthcaresystems,educationandtraining,distributionpartnerswhoprovideimmediateavailability,etc.)·Whatdoesthevaluechainlooklikeforyourproducts?·Whoarethemainstakeholderswhohaveanimpactonthevaluebeingdeliveredtotheenduser?·Whataretheirmajoractivities,andiftheyarechanged,howwi

8、llvalueintheentiresystembeimproved?0.2SWOTanalysisSumm