Guidelines I. The marketing plan. A. Marketing objectives. 1. Target market(s) (specific description of the market). 2. 3. 4. Expected sales 20-.

Profit expectations 20-. Market penetration and coverage.

B. Product adaptation, or modification -Using the product component model as your guide, indicate how your product can be adapted for the market. 1. 2. 3. Core component. Packaging component. Support services component.

C. Promotion mix. 1. Advertising.

a. Objectives. b. Media mix. c. Message. d. Costs. 2. Sales promotions. a. Objectives. b. Coupons. c. Premiums. d. Costs.

3. 4.

Personal selling. Other promotional methods.

D. Distribution: From origin to destination. 1. Port selection. a. Origin port. b. Destination port. 2. Mode selection: Advantages/disadvantages of each mode. a. Railroads. b. Air carriers. c. Ocean carriers. d. Motor carriers. 3. Packing. a. Marking and labeling regulations. b. Containerization. c. Costs. 4. Documentation required. a. Bill of lading. b. Dock receipt. c. Air bill. d. Commercial invoice. e. Pro forma invoice. f. Shipper's export declaration. 1 -A

g. Statement of origin. h. Special documentation. 5. Insurance claims. 6. Freight forwarder. If your company does not have a transportation or traffic management de- 4 partment, then consider using a freight forwarder. There are distinct ad vantages and disadvantages to hiring one. E. Channels of distribution (micro analysis). This section presents details about the specific types of distribution in your marketing plan. 1. Retailers. a. Type and number of retail stores. b. Retail markups for products in each type of retail store. c. Methods of operation for each type (cash/credit). d. Scale of operation for each type (small/large). 2. Wholesale middlemen. a. Type and number of wholesale middlemen. b. Markup for class of products by each type. c. Methods of operation for each type (cash/credit). d. Scale of operation (small/large). 3. Import/export agents. 4. Warehousing. a. Type. A

b. Location. F. Price determination. 1. 2. 3. .1

Cost of the shipment of goods. Transportation costs. Handling expenses.

a. Pier charges. b. Wharfage fees. 2

c. Loading and unloading charges. 4. 5. 6. 7. 8. 9. Insurance costs. Customs duties. Import taxes and value-added tax. Wholesale and retail markups and discounts. Company's gross margins. Retail price. 21

G. Terms of sale. 1 2 . Ex works, fob, fas, c&f, cif. . Advantages/disadvantages of each.

H. Methods of payment. 1. 2. 3. 4. 5. Cash in advance. Open accounts. Consignment sales. Sight, time, or date drafts. Letters of credit.

II. Pro forma financial statements and budgets. A. Marketing budget. 1 2. 3. 4. 5. . Selling expense. Advertising/promotion expense. Distribution expense. Product cost. Other costs.

B. Pro forma annual profit and loss statement (first year and fifth year).

III.Resource requirements. A. Finances. B. Personnel. C. Production capacity. IVExecutive summary. After completing the research for this report, prepare a two-page (maximum) summary of the major points of your successful marketing plan, and place it at the front of the report. V Sources of information. VI. Appendixes. The preceding has been reproduced from International Marketing by Phillip R. Cateora and John L. Graham, Irwin/McGraw-Hill, ( 2006, US), pp586--594, with the kind permission of McGraw-Hill Book Compan

Preliminaries: organization, strategy

A marketing plan is an action usually)

plan for a given period (one year

to offer and promote on the market a range of products

and

services. => This action plan must fit in the broader and longer issue of:
Structuring the Selling activities Organising the sales network Organising the sales coaching and monitoring => Which have to be linked to: A General strategy A Marketing strategy Tip: marketing should not be an isolated job, it must irrigate the whole business. => Any business strategy / organization should: be based on the customers, as the focus of any business Customers are the hands that feed you. Know them! Predict their evolution! Love them! Be attentive! Be generous! start with a SWOT analysis Strengths, Weaknesses, Opportunities, Threats Notes: No selling organization => no real marketing actions No detailed strategy => no plans No plan => no orientation to organize, supervise, monitor Strategies and plans have deep impacts on the firm's general organization 1 MARKETING PLAN WORKSHEETS These worksheets are designed to assist you in writing a formal marketing plan. Worksheets are auseful planning tool because they help to ensure that important information is not omitted fromthe marketing plan. Answering the questions on these worksheets will enable you to:1. Organize and structure the data and information you collect during the situation analysis.2. Use this information to better understand a firm's strengths and weaknesses and torecognize the opportunities and threats that exist in the marketing environment.3. Develop goals and objectives that capitalize on strengths.4. Develop a marketing strategy that creates competitive advantages.5.

Outline a plan for implementing the marketing strategy.By downloading these worksheets in an electronic format, you will be able to change the outline oradd additional information that is relevant to your situation. Remember that there is no one best way to organize a marketing plan. Our outline was designed to serve as a starting point and to beflexible enough to accommodate the unique characteristics of your situation. As you complete the worksheets, it might be useful to refer back to the text of the chapters. Incompleting the situation analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmentalissues. Likewise, as you complete the SWOT analysis, you should be honest about the firm'scharacteristics. Do not depend on strengths that the firm really does not possess. Being honest alsogoes for your listing of weaknesses 2 I. Executive Summary The executive summary is a synopsis of the overall marketing plan. The executivesummary is easier to write if you do it last, after you have written the entire marketing plan. II. Situation Analysis A. The External Environment Competitive Pressures Identify the firm's major competitors (brand, product, generic, and total budget):Identify the characteristics of the firm's major competitors:SizeGrowthProfitability Target marketsProductsKey strengths and weaknessesKey marketing capabilities (production, distribution, promotion,pricing)List any potential (future) competitors not identified in the preceding. Economic Growth and Stability Identify the general economic conditions of the country, region, state, andlocal area in which the firm operates:Explain the economic climate with respect to customers:InflationConsumer confidencePurchasing patterns (buying power)Business-tobusiness economic conditions Political, Legal, and Regulatory Issues Identify any political activities that affect the firm or the industry:Changes in elected officials (domestic or foreign)Industry (lobbying) groupsConsumer groupsIdentify any changes in international, federal, state, or local laws andregulations that affect the marketing activities of the firm or the industry:Recent court decisions 3 Recent rulings of federal, state, local, and self-regulatory agenciesChanges in global trade agreements or trade law Changes in Technology Identify ways that changing technology has affected the firm's customers:Searching for product informationPlace and timing of purchase (order) decisionsComparison shoppingIdentify ways that changing technology has affected the way the firm or theindustry operates:ManufacturingDistributionPromotionCustomer relationship

managementPartnerships and alliancesIdentify current technologies that the firm is not using to the fullest potential:Identify future technologies that may increase the risk of productobsolescence: Sociocultural Trends Identify changes in society's demographics and values that will affect the firmor the industry (if this becomes too broad, focus on the firm's targetcustomers):Explain the changes that shifting demographics and values will have on thefirm's:Products (features, benefits, branding)Pricing (value)Distribution (convenience, efficiency)Promotion (message content, delivery, feedback)People (human resource issues)Identify any problems or opportunities that may be created by changes in thecultural diversity of the firm's customers and employees:Identify any environmental issues (pollution, recycling, energy conservation)that the firm or industry is facing:Identify the ethical and social responsibility issues that the firm or industry isfacing: B. The Customer Environment 4 Who are the firm's current and potential customers? Describe the important identifying characteristics of the firm's current andpotential customers:DemographicGeographicPsychographicProduct usageIdentify the important players in the purchase process for the firm'sproducts:Purchasers (actual act of purchase)Users (actual product user)Influencers (influence the decision, make recommendations)Financial responsibility (who pays the bill?) What do customers do with the firm's products? PurchasePurchase quantities and combinationsPurchase of complementary productsPurchase situationsConsumptionCharacteristics of heavy usersCharacteristics of light usersConsumption of complementary productsConsumption situationsDispositionIssues related to the creation of waste (garbage)Issues related to recycling Where do customers purchase the firm's products? Identify the outlets (intermediaries) where the firm's products are purchased:Store-based retailersElectronic retailers (Internet, television)Catalog retailers Vending Wholesale outletsDirect from the firmIdentify any trends in purchase patterns across these outlets (e.g., how e-commerce has changed the way the firm's products are purchased). When do customers purchase the firm's products? Under the firm's controlPromotional events (communication and price changes) 5 Customer services (hours of operation, delivery)Not under the firm's controlSeasonal patternsPhysical/social surroundingsTime perceptionsCompetitive actions 6 Why (and how) do customers select the firm's products? Describe the basic benefits provided by the firm's products relative tocompeting products:Describe the degree to which customers' needs are being fulfilled by thefirm's products relative to competing products:Describe how customers' needs are expected to

change in the future.Describe the relative importance of transactional (short, one-time) vs.relational (long-term, ongoing) exchange processes when customers make apurchase: Why do potential customers not purchase the firm's products? Identify the basic needs of noncustomers that are not being met by the firm'sproducts:Identify the features, benefits, and advantages of competing products thatcause noncustomers to choose them over the firm's products:Identify problems with the firm's distribution, promotion, or pricing thatcause noncustomers to look elsewhere: C. Internal (Organizational) Environment Review of marketing goals and objectives Identify the firm's current marketing goals and objectives.State whether these goals and objectives are:Consistent with the firm's missionConsistent with recent changes in the marketing or customerenvironmentsLeading to expected performance outcomes (sales volume, marketshare,profitability, awareness, brand preference) Review of current marketing performance Describe the firm's current performance compared to other firms in theindustry. Is the performance of the industry as a whole improving ordeclining? Why?If the firm's performance is declining, what is the most likely cause (e.g.,environmental changes, flawed strategy, poor implementation)? 7 Review of current and anticipated organizational resources Describe the current state of the firm's organizational resources (e.g.,financial, capital, human, experience, relationships with key suppliers orcustomers).How are the levels of these resources likely to change in the future?If resource levels are expected to change:How can the firm leverage additional resources to meet customerneeds better than competitors?How can the firm compensate for future constraints on its resources? Review of current and anticipated cultural and structural issues In terms of marketing strategy development and implementation, describethe positive and negative aspects of the current and anticipated culture of thefirm. Examples could include:The firm's overall customer orientation (or lack thereof)The firm's emphasis on short-term vs. long-term planning Willingness of the culture to embrace changeInternal politics and power strugglesThe overall position and importance of the marketing functionChanges in key executive positionsGeneral employee satisfaction and morale III. SWOT Analysis A. Strengths Strength 1: _________________________________________________________How does this strength enable the firm to meet customers' needs?Does this strength make the firm different from (better than) its competitors?Strength 2: _________________________________________________________How does this strength enable the firm to meet customers' needs?Does this strength make the firm different from (better than) its competitors?(Repeat as needed to develop a complete list of strengths)

8 B. Weaknesses Weakness 1: ________________________________________________________How does this weakness prevent the firm from meeting customers' needs?Does this weakness make the firm different from (worse than) itscompetitors? 9 Weakness 2: ________________________________________________________How does this weakness prevent the firm from meeting customers' needs?Does this weakness make the firm different from (worse than) itscompetitors?(Repeat as needed to develop a complete list of weaknesses) C. Opportunities Opportunity 1: _______________________________________________________How is this opportunity related to serving customers' needs?How can the firm capitalize on this opportunity in the short- and long-term?Opportunity 2: _______________________________________________________How is this opportunity related to serving customers' needs?How can the firm capitalize on this opportunity in the short- and long-term?(Repeat as needed to develop a complete list of opportunities) D. Threats Threat 1: ___________________________________________________________How is this threat related to serving customers' needs?How can the firm prevent this threat from limiting its capabilities in theshort- andlong-term?Threat 2: ___________________________________________________________How is this threat related to serving customers' needs?How can the firm prevent this threat from limiting its capabilities in theshort- andlong-term?(Repeat as needed to develop a complete list of threats) 10 E. The SWOT Matrix Strengths:Opportunities: Weaknesses:Threats: F. Matching, Converting, Minimizing, and Avoiding Strategies Describe ways that the firm can match its strengths to its opportunities tocreate capabilities in serving customers' needs.Can the firm convert its weaknesses into strengths or its threats intoopportunities? If not, how can the firm minimize or avoid its weaknesses andthreats?Does the firm possess any major liabilities (unconverted weaknesses thatmatch unconverted threats) or limitations (unconverted weaknesses orthreats that match opportunities)? If so, are these liabilities and limitationsobvious to customers?Can the firm do anything about its liabilities or limitations, especially thosethat impact the firm's ability to serve customers' needs? IV. Marketing Goals and Objectives A. Marketing Goal A:

__________________________________________________Objective A1: ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:Objective A2:

11 ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person: B. Marketing Goal B: __________________________________________________Objective B1: ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:Objective B2: ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:(Repeat as needed to develop a complete list of goals and objectives) V. Marketing Strategies A. Primary Target Market and Marketing Mix Primary target market: ________________________________________________This target's primary need:Identifying characteristics (demographics, geography, psychographics):Purchasing/shopping habits and preferences:Consumption/disposition characteristics:Product: _______________________________________________Major features and benefits:Sustainable competitive advantage:Differentiation / positioning strategy:Brand name and packaging:Customer service strategy:Complementary products:Pricing: ________________________________________________ 12 Pricing objectives:Description of per unit costs:Discount/markdown policy:Distribution: ____________________________________________General supply chain strategy:Intermediaries and channels to be used:Elements of customer convenience: 13

Promotion: _____________________________________________General IMC strategy:IMC objectives and budget:Elements of the advertising/publicity strategy:Elements of the personal selling strategy:Elements of trade sales promotion (push) strategy:Elements of consumer sales promotion (pull) strategy:Elements of the sponsorship strategy: B. Secondary Target Market and Marketing Mix Secondary target market: ______________________________________________This target's primary need:Identifying characteristics (demographics, geography, psychographics):Purchasing/shopping habits and preferences:Consumption/disposition characteristics:Product: _______________________________________________Major features and benefits:Sustainable competitive advantage:Differentiation / positioning strategy:Brand name and packaging:Customer service strategy:Complementary products:Pricing: ________________________________________________Pricing objectives:Description of per unit costs:Discount/markdown policy:Distribution: ____________________________________________General supply chain strategy:Intermediaries and channels to be used:Elements of customer convenience:Promotion: _____________________________________________General IMC strategy:IMC objectives and budget:Elements of the advertising/publicity strategy:Elements of the personal selling strategy:Elements of trade sales promotion (push) strategy: 14 Elements of consumer sales promotion (pull) strategy:Elements of the sponsorship strategy: VI. Marketing Implementation A. Structural Issues Describe your overall approach to implementing the marketing strategy:Describe any changes to the firm's structure needed to implement the marketingstrategy (e.g., add/delete positions, change lines of authority, change reportingrelationships).Describe your internal marketing activities in the following areas:Employee training:Employee buy-in and motivation to implement the marketing strategy:Overcoming resistance to change:Internal communication and promotion of the marketing strategy:Coordination with other functional areas: Will customer-contact employees and managers be empowered to make decisions?If yes, how will the organization ensure that empowered employees make the rightdecisions? B. Tactical Marketing Activities Specific Tactical ActivitiesPersonResponsibleRequiredBudgetCompletionDateProduct Activities1.2.3.Pricing Activities1.2.3.Distribution Activities1.2.3.

2 I. Executive Summary The executive summary is a synopsis of the overall marketing plan. The executivesummary is easier to write if you do it last, after you have written the entire marketing plan. II. Situation Analysis A. The External Environment Competitive Pressures Identify the firm's major competitors (brand, product, generic, and total budget):Identify the characteristics of the firm's major competitors:SizeGrowthProfitability Target marketsProductsKey strengths and weaknessesKey marketing capabilities (production, distribution, promotion,pricing)List any potential (future) competitors not identified in the preceding. Economic Growth and Stability Identify the general economic conditions of the country, region, state, andlocal area in which the firm operates:Explain the economic climate with respect to customers:InflationConsumer confidencePurchasing patterns (buying power)Business-tobusiness economic conditions Political, Legal, and Regulatory Issues

Identify any political activities that affect the firm or the industry:Changes in elected officials (domestic or foreign)Industry (lobbying) groupsConsumer groupsIdentify any changes in international, federal, state, or local laws andregulations that affect the marketing activities of the firm or the industry:Recent court decisio 3 Recent rulings of federal, state, local, and self-regulatory agenciesChanges in global trade agreements or trade law Changes in Technology Identify ways that changing technology has affected the firm's customers:Searching for product informationPlace and timing of purchase (order) decisionsComparison shoppingIdentify ways that changing technology has affected the way the firm or theindustry operates:ManufacturingDistributionPromotionCustomer relationship managementPartnerships and alliancesIdentify current technologies that the firm is not using to the fullest potential:Identify future technologies that may increase the risk of productobsolescence: Sociocultural Trends Identify changes in society's demographics and values that will affect the firmor the industry (if this becomes too broad, focus on the firm's targetcustomers):Explain the changes that shifting demographics and values will have on thefirm's:Products (features, benefits, branding)Pricing (value)Distribution (convenience, efficiency)Promotion (message content, delivery, feedback)People (human resource issues)Identify any problems or opportunities that may be created by changes in thecultural diversity of the firm's customers and employees:Identify any environmental issues (pollution, recycling, energy conservation)that the firm or industry is facing:Identify the ethical and social responsibility issues that the firm or industry isfacing: B. The Customer Environment 4 Who are the firm's current and potential customers? Describe the important identifying characteristics of the firm's current andpotential customers:DemographicGeographicPsychographicProduct usageIdentify the important players in the purchase process for the firm'sproducts:Purchasers (actual act of purchase)Users (actual product user)Influencers (influence the decision, make recommendations)Financial responsibility (who pays the bill?) What do customers do with the firm's products? PurchasePurchase quantities and combinationsPurchase of complementary productsPurchase situationsConsumptionCharacteristics of heavy usersCharacteristics of light usersConsumption of complementary productsConsumption situationsDispositionIssues related to the creation of waste (garbage)Issues related to recycling Where do customers purchase the firm's products? Identify the outlets (intermediaries) where the firm's products are purchased:Store-based retailersElectronic retailers (Internet, television)Catalog retailers Vending Wholesale outletsDirect from the firmIdentify any trends in purchase patterns across these outlets (e.g., how e-commerce has changed the way the firm's products are purchased).

When do customers purchase the firm's products? Under the firm's controlPromotional events (communication and price changes) 5 Customer services (hours of operation, delivery)Not under the firm's controlSeasonal patternsPhysical/social surroundingsTime perceptionsCompetitive actions 6 Why (and how) do customers select the firm's products? Describe the basic benefits provided by the firm's products relative tocompeting products:Describe the degree to which customers' needs are being fulfilled by thefirm's products relative to competing products:Describe how customers' needs are expected to change in the future.Describe the relative importance of transactional (short, one-time) vs.relational (long-term, ongoing) exchange processes when customers make apurchase: Why do potential customers not purchase the firm's products? Identify the basic needs of noncustomers that are not being met by the firm'sproducts:Identify the features, benefits, and advantages of competing products thatcause noncustomers to choose them over the firm's products:Identify problems with the firm's distribution, promotion, or pricing thatcause noncustomers to look elsewhere: C. Internal (Organizational) Environment Review of marketing goals and objectives Identify the firm's current marketing goals and objectives.State whether these goals and objectives are:Consistent with the firm's missionConsistent with recent changes in the marketing or customerenvironmentsLeading to expected performance outcomes (sales volume, marketshare,profitability, awareness, brand preference) Review of current marketing performance Describe the firm's current performance compared to other firms in theindustry. Is the performance of the industry as a whole improving ordeclining? Why?If the firm's performance is declining, what is the most likely cause (e.g.,environmental changes, flawed strategy, poor implementation)? 7 Review of current and anticipated organizational resources Describe the current state of the firm's organizational resources (e.g.,financial, capital, human, experience, relationships with key suppliers orcustomers).How are the levels of these resources likely to change in the future?If resource levels are expected to change:How can the firm leverage additional resources to meet customerneeds better than competitors?How can the firm compensate for future constraints on its resources? Review of current and anticipated cultural and structural issues In terms of marketing strategy development and implementation, describethe positive and negative aspects of the current and anticipated culture of thefirm. Examples could include:The firm's overall customer orientation (or lack thereof)The firm's emphasis on short-term vs. long-term planning Willingness of the culture to embrace changeInternal

politics and power strugglesThe overall position and importance of the marketing functionChanges in key executive positionsGeneral employee satisfaction and morale III. SWOT Analysis A. Strengths Strength 1: _________________________________________________________How does this strength enable the firm to meet customers' needs?Does this strength make the firm different from (better than) its competitors?Strength 2: _________________________________________________________How does this strength enable the firm to meet customers' needs?Does this strength make the firm different from (better than) its competitors?(Repeat as needed to develop a complete list of strengths) 8 B. Weaknesses Weakness 1: ________________________________________________________How does this weakness prevent the firm from meeting customers' needs?Does this weakness make the firm different from (worse than) itscompetitors? Weakness 2: ________________________________________________________How does this weakness prevent the firm from meeting customers' needs?Does this weakness make the firm different from (worse than) itscompetitors?(Repeat as needed to develop a complete list of weaknesses) C. Opportunities Opportunity 1: _______________________________________________________How is this opportunity related to serving customers' needs?How can the firm capitalize on this opportunity in the short- and long-term?Opportunity 2: _______________________________________________________How is this opportunity related to serving customers' needs?How can the firm capitalize on this opportunity in the short- and long-term?(Repeat as needed to develop a complete list of opportunities) D. Threats Threat 1: ___________________________________________________________How is this threat related to serving customers' needs?How can the firm prevent this threat from limiting its capabilities in theshort- andlong-term?Threat 2: ___________________________________________________________How is this threat related to serving customers' needs?How can the firm prevent this threat from limiting its capabilities in theshort- andlong-term?(Repeat as needed to develop a complete list of threats) E. The SWOT Matrix Strengths:Opportunities: Weaknesses:Threats: F. Matching, Converting, Minimizing, and Avoiding Strategies Describe ways that the firm can match its strengths to its opportunities tocreate capabilities in serving customers' needs.Can the firm convert its weaknesses into strengths or its threats intoopportunities? If not, how can the firm minimize or avoid its weaknesses andthreats?Does the firm possess any major liabilities (unconverted

weaknesses thatmatch unconverted threats) or limitations (unconverted weaknesses orthreats that match opportunities)? If so, are these liabilities and limitationsobvious to customers?Can the firm do anything about its liabilities or limitations, especially thosethat impact the firm's ability to serve customers' needs? IV. Marketing Goals and Objectives A. Marketing Goal A: __________________________________________________Objective A1: ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:Objective A2: 11 ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person: B. Marketing Goal B: __________________________________________________Objective B1: ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:Objective B2: ______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:(Repeat as needed to develop a complete list of goals and objectives) V. Marketing Strategies A. Primary Target Market and Marketing Mix Primary target market: ________________________________________________This target's primary need:Identifying characteristics (demographics, geography, psychographics):Purchasing/shopping habits and preferences:Consumption/disposition characteristics:Product: _______________________________________________Major features and benefits:Sustainable competitive advantage:Differentiation / positioning strategy:Brand name and packaging:Customer service strategy:Complementary products:Pricing: __________________ 12 Pricing objectives:Description of per unit costs:Discount/markdown policy:Distribution: ____________________________________________General supply chain strategy:Intermediaries and channels to be used:Elements of customer convenience: 13 Promotion: _____________________________________________General IMC strategy:IMC objectives and budget:Elements of the advertising/publicity strategy:Elements of the personal selling strategy:Elements of trade sales promotion (push) strategy:Elements of consumer sales promotion (pull) strategy:Elements of the sponsorship strategy: B. Secondary Target Market and Marketing Mix Secondary target market: ______________________________________________This target's primary need:Identifying characteristics (demographics, geography,

psychographics):Purchasing/shopping habits and preferences:Consumption/disposition characteristics:Product: _______________________________________________Major features and benefits:Sustainable competitive advantage:Differentiation / positioning strategy:Brand name and packaging:Customer service strategy:Complementary products:Pricing: ________________________________________________Pricing objectives:Description of per unit costs:Discount/markdown policy:Distribution: ____________________________________________General supply chain strategy:Intermediaries and channels to be used:Elements of customer convenience:Promotion: _____________________________________________General IMC strategy:IMC objectives and budget:Elements of the advertising/publicity strategy:Elements of the personal selling strategy:Elements of trade sales promotion (push) strategy Elements of consumer sales promotion (pull) strategy:Elements of the sponsorship strategy: VI. Marketing Implementation A. Structural Issues Describe your overall approach to implementing the marketing strategy:Describe any changes to the firm's structure needed to implement the marketingstrategy (e.g., add/delete positions, change lines of authority, change reportingrelationships).Describe your internal marketing activities in the following areas:Employee training:Employee buy-in and motivation to implement the marketing strategy:Overcoming resistance to change:Internal communication and promotion of the marketing strategy:Coordination with other functional areas: Will customer-contact employees and managers be empowered to make decisions?If yes, how will the organization ensure that empowered employees make the rightdecisions? B. Tactical Marketing Activities Specific Tactical ActivitiesPersonResponsibleRequiredBudgetCompletionDateProduct Activities1.2.3.Pricing Activities1.2.3.Distribution Activities1.2.3.

15 IMC Activities1.2.3. VII. Evaluation and Control A. Formal Marketing Control Describe the types and levels of formal control mechanisms that should be used toensure the implementation of the marketing plan.Input control mechanismsEmployee recruitment and selection procedures:Employee training programs:Employee manpower allocations:Financial resources:Capital outlays:Research and development expenditures:Other:Process control mechanismsEmployee evaluation and compensation systems:Employee authority and empowerment:Internal communication programs:Lines of authority/structure (organizational chart):Management commitment to the marketing plan:Management commitment to employees:Output control mechanisms (performance standards)Product performance standards:Potential corrective actions that can be taken if actual product performancedoesnot match these standards:Price performance standards:Potential corrective actions that can be taken if actual pricing performancedoesnot match these standards:Distribution performance standards:Potential corrective actions that can be taken if actual distributionperformancedoes not match these standards 16 IMC performance standards:Potential corrective actions that can be taken if actual IMC performance doesnot match these standards

Output control mechanisms (marketing audits)Explain how marketing activities will be monitored: What are the specific profit- and time-based measures that will be used tomonitormarketing activities?Describe the marketing audit to be performed, including the personresponsible forconducting the audit: B. Informal Marketing Control Describe the types and levels of informal control mechanisms that should be used toensurethe implementation of the marketing plan.Employee self-control Are employees satisfied with their jobs at a level that is sufficient forimplementingthe marketing plan? If not, how can employee job satisfaction be increased? Are employees committed to the organization at a level that is sufficient forimplementing the marketing plan? If not, how can employee commitment beincreased? Are employees committed to the marketing plan at a level that is sufficientfor itsimplementation? If not, how can employee commitment to the plan beincreased?Employee social controlDo employees share the firm's values in a manner that enhances theimplementationof the marketing plan? If not, how can the firm better instill its values amongemployees?Describe the social and behavioral norms that exist within the organization,and in workgroups, that are either beneficial or detrimental to implementation.Employee cultural controlIs the organizational culture appropriate for the marketing plan? If not, what type of 18 culture would be more appropriate?Though cultural change is a slow process, what steps can be taken to changethefirm's culture to become more conducive to implementing the marketingstrategy