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Marketing Plan: ________

<Business Unit/Line><Company>

<2014+>

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Business Definition and History

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Business Objectives

• BHAG (‘Big Hairy Audacious Goal’) for product line

• Commercial goals for next 3 years

• Commercial target for next year

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Part 1Present Situation Analysis

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Way-to-Market Architecture

Company

Influencers, e.g.,

• Advisers• Regulatory institutions

• Media

End-Customer Segments

Segment 1 Segment 2 Segment 3 Segment 4

Sales per (sub)channel (%)

Sales per segment (%)

Nature ofrelationship, support &

reputation

Influence

Direct Channels e.g.,

• Face-to-Face• Internet

Indirect Channelse.g.:

• Distributors & Resellers• Suppliers

• OEMs and Convertors

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Contemporary Situation

Market Mix %

<P1>

<P5>

<P2>

<P4>

<P3>

<....>

<P6>

Segment Size (€)

<company> Mkt. Share %

€ (000) Market Segments

Products Total(€)

MarketSize (€)

<company> Market

Share (%)

Total (€)

<S1> <S2> <S3> <S4> <...> <S5> ProductMix %

100 %

Total Sales (000 €) :

2011 : 2012 : 2013 : 2014 : (plan)2015 : (est.)

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Our Customer Value Proposition

Comp. Advantage

• _________________

• _________________

• _________________

• _________________

• _________________

Explanation

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

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Basic Requirements

Basic Requirement

• _________________

• _________________

• _________________

• _________________

• _________________

Explanation

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

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Present Business Model

CompetitiveAdvantage 3

CompetitiveAdvantage 4

CompetitiveAdvantage 1

CompetitiveAdvantage 2

Resource 10

Resource 5

Resource 1

Resource 2Resource 4

Resource 8Resource 7

Resource 6

Resource 11

Resource 12

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Competitive Analysis

• Industry Competitors:

• Substitutes:

• New Entrants:

• Suppliers:

• Buyers:

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Market Analysis:The STEP-Issues

• Social Context:

• Techological Context:

• Economic Context:

• Political Context:

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Opportunities & Threats

Opportunities• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________

Threats• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________• ________________________

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Key Weaknesses

Weakness• __________________

• __________________

• __________________

• __________________

• __________________

Explanation____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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Summary Present Situation

_________________________________________________________________________________________________________________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________

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Part 2How to compete in the future?

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Market Excellence for the Future: Product Targeting

Where to Compete?Product lines

• ______________________

• ______________________

• ______________________

• ______________________

• ______________________

Why?

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

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Market Excellence for the Future: Market Targeting

Where to Compete?Market Segments

• ______________________

• ______________________

• ______________________

• ______________________

• ______________________

Why?

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

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Our Intended Future:Customer Value Proposition

How to Compete?Competitive Advantages

• ______________________

• ______________________

• ______________________

• ______________________

• ______________________

Why?

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

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Future Business Model

CompetitiveAdvantage 3

CompetitiveAdvantage 4

CompetitiveAdvantage 1

CompetitiveAdvantage 2

Resource 10

Resource 5

Resource 1

Resource 2Resource 4

Resource 8Resource 7

Resource 6

Resource 11

Resource 12

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Part 3The Roadmap

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Business Roadmap: Competence Building

Projects

• ____________

• ____________

• ____________

• ____________

• ____________

2014

________

________

________

________

________

2015

________

________

________

________

________

2016

_______

_______

_______

_______

_______

Responsible

_______

_______

_______

_______

_______

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Marketing and Sales Calendar 2014

______________

______________

Actions

Total

Cost Revenue Responsible/Accountable

Timing

______________

______________

______________

______________

______________

______________

______________

______________

______________

J F M A M J J A S O N D

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Marketing Score Card

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Marketing Score Card 2014 :Innovation

New Products Marketing Actions Targets

New Channels Marketing Actions Targets

New Segments Marketing Actions Targets

New Leads Marketing Actions Targets

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Marketing Score Card 2014 :Marketing Mix Productivity

Focus (customers, channels, products) TargetsSales Person Productivity

<person>

<person>

<person>

<person>

<person>

Trade Fair

<trade fair>

<trade fair>

<trade fair>

Focus (customers, channels, products) Targets

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Marketing Score Card 2014 :Customer Response

Initiatives Targets

Customer Complaints

% Lost Customers

Brand Valuation

Customer Satisfaction

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Marketing Score Card 2014 :Financial Results

Product Line

• ____________

• ____________

• ____________

• ____________

• ____________

• ____________

2012

____

____

____

____

____

____

2013

____

____

____

____

____

____

2014

____

____

____

____

____

____

D %

____

____

____

____

____

____

Price %

____

____

____

____

____

____

Vol %

____

____

____

____

____

____

CGM

____

____

____

____

____

____

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Conclusions

_________________________________________________________________________________________________________________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________

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Annexes

• E.g. Organization chart, details of product and market data, etc.