1. Describe the marketplace or environment both from a business and
social perspective.
2. Establish a set of goals for the company that allow you to:
. Take advantage of the marketplace
. Deliver products/services to meet present and future market needs
. Effectively communicate product and market positioning to
customers, business partners as well as your own personnel
. Reposition the company to fit the changing marketplace
3. Describe the market forces in existence and expected
. Pace of growth of the marketplace
. Competitive entrants
. Product introductions
. Buyer understanding/confusion
. Shifting marketplace
. Vendor alliances
4. For each goal, set several measurable objectives to help you
achieve that goal
5. For each objective establish a set of dates/responsible individuals
6. Based on the above, establish a calendar of events for the time
period:
. Meetings and sessions
. Emphasis programs
. Product activity
. Materials and collateral
. Advertising and promotions
7. Put figures next to each element to be able to come up with a
marketing budget for the time period.