The Plan

No business operates in a vacuum. It has an environment that not only contains all its existing and potential customers and competitors, but many outside factors outside of its control. Changes in the environment present the company with both opportunities and threats.

Outside factors include competitors, yes. But what about political, fiscal, economic, social and legal aspects? All these things affect us.

Seth Goldman: Mayor Bloomberg and Our 16.9-Ounce Tea http://online.wsj.com/article/SB100008723963904448732045775373038

44223474.html

• Strategic Plan – Covers three-to-five-year period

• Tactical Plan – Covers one year or less, includes detail about actions to be taken, and by whom

Logical sequence of events leading to the setting of marketing objectives and the formulation of plans for achieving them

1. Mission statement 6. Set marketing objectives and strategies

2. Set corporate objectives 7. Estimate expected Results

3. Conduct marketing audit 8. Identify alternative plans and mixes

4. Conduct SWOT analysis 9. Set the budget5. Make assumptions 10. Establish first year

programming

1.Mission statement2.Financial summary, including revenue and profit for planning

period3.Market overview/ break down into segments4.SWOT analysis for key segments5.Key issues to be addressed by the plan6.SWOT portfolio matrix7.List assumptions8.Set objectives and strategies9.Summarize resource requirements for planning period in budget

• Long-term direction of organization

• Defining scope of organization’s activities in terms of what it will and will not do

• Matching organization’s activities to environment in which it operates, to maximize opportunities and minimize threats

• Match organization’s activities to resource, finance, workforce, capacity

What needs measuring? Why? How frequently? When? How? By whom? Reported to whom? At what costs?

Brand Awareness Channel efficiency cost per lead Customer satisfaction Growth in number of customers Lead conversion rate Orders: average, total value Repurchase rate Share of customer Total marketing cost per order

Seth Goldman: Mayor Bloomberg and Our 16.9-Ounce Tea

http://online.wsj.com/article/SB10000872396390444873204577537303844223474.html

Mini-size me: Consumer Goods Shrink in Volume to Adapt to Crisis

http://worldcrunch.com/business-finance/mini-size-me-consumer-goods-shrink-in-volume-to-adapt-to-crisis/nestl-unilever-danone-sizing-crisis/c2s9673/#.UGdqDZg82Hc

Marketing has evolved from the 4 P’s - The 4 E’s are in!http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-

are_in.aspx

Seth Goldman: Mayor Bloomberg and Our 16.9-Ounce Tea

http://online.wsj.com/article/SB10000872396390444873204577537303844223474.html

Mini-size me: Consumer Goods Shrink in Volume to Adapt to Crisis

http://worldcrunch.com/business-finance/mini-size-me-consumer-goods-shrink-in-volume-to-adapt-to-crisis/nestl-unilever-danone-sizing-crisis/c2s9673/#.UGdqDZg82Hc

Marketing has evolved from the 4 P’s - The 4 E’s are in!http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-

are_in.aspx