BM046-3-3 Strategic Marketing Planning

Table of Contents
I.

Executive Summary............................................................................................................ 2

II. Situational Analysis ............................................................................................................ 3

II.I.

Market Description: Consumer Behaviour, Competition, Market Share,

Environmental Factors ........................................................................................................... 3

II.II. Industry Analysis: Porters Five Forces ...................................................................... 3
III.

Strategy Recommendation .............................................................................................. 4

III.I. Product-Market Combinations: Offering, Description, Competitive Comparison ..... 4

III.II. Market Segment, Target Market ................................................................................. 4
III.III.
IV.

Positioning, Differentiation, Unique Selling Points ................................................ 4

Objectives & Sales Forecast ........................................................................................... 5

IV.I. Quantitative and Qualitative Objectives ..................................................................... 5

IV.II. Monthly Sales Forecast in $ and Units for First Year ................................................. 5
V. Marketing Mix/Marketing Tactics (Individual) ................................................................. 6
V.I.

Customer Communications ......................................................................................... 6

V.II. Pricing Policy .............................................................................................................. 6

V.III. Distribution Strategy ................................................................................................... 6
V.IV.
VI.

Initial Launch Promotional Activities ..................................................................... 6

Timeline (Individual) ...................................................................................................... 7

VI.I. Checklist of Key Tasks ............................................................................................... 7

VI.II. Implementation Schedule, Deadlines .......................................................................... 7
VII.

Marketing Budget Allocation (Individual) ..................................................................... 8

VII.I. Cost Analysis and Controls ......................................................................................... 8

VII.II.

Contingency Planning.............................................................................................. 8

VIII. References ....................................................................................................................... 9

Asia Pacific University of Technology and Innovation

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BM046-3-3 Strategic Marketing Planning

I.

Executive Summary

Asia Pacific University of Technology and Innovation

Page 2 of 9

BM046-3-3 Strategic Marketing Planning

II. Situational Analysis

II.I. Market Description: Consumer Behaviour, Competition, Market
Share, Environmental Factors
II.II. Industry Analysis: Porters Five Forces

Asia Pacific University of Technology and Innovation

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BM046-3-3 Strategic Marketing Planning

III. Strategy Recommendation

III.I. Product-Market Combinations: Offering, Description,
Competitive Comparison
-

Main focus: raw, unprocessed food

Desert Bar

Name of our products

Description of each product

Compare with competitors products

III.II. Market Segment, Target Market

-

Demography: Health conscious people

Age bracket: all? (Ref: YGOF/ASYL)

Both Male and Female

III.III.

Positioning, Differentiation, Unique Selling Points

Asia Pacific University of Technology and Innovation

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BM046-3-3 Strategic Marketing Planning

IV.

Objectives & Sales Forecast

IV.I. Quantitative and Qualitative Objectives
IV.II.
Monthly Sales Forecast in USD and Units for First Year

Asia Pacific University of Technology and Innovation

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BM046-3-3 Strategic Marketing Planning

V.

Marketing Mix/Marketing Tactics (Individual)

V.I. Customer Communications
V.II. Pricing Policy
V.III.
Distribution Strategy
V.IV.
Initial Launch Promotional Activities

Asia Pacific University of Technology and Innovation

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BM046-3-3 Strategic Marketing Planning

VI.

Timeline (Individual)
VI.I. Checklist of Key Tasks
VI.II.
Implementation Schedule, Deadlines
//Gantt Chart

Asia Pacific University of Technology and Innovation

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BM046-3-3 Strategic Marketing Planning

VII.

Marketing Budget Allocation (Individual)

VII.I.
VII.II.

Cost Analysis and Controls

Contingency Planning

Asia Pacific University of Technology and Innovation

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BM046-3-3 Strategic Marketing Planning

VIII. References
There are no sources in the current document.

Asia Pacific University of Technology and Innovation

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