MARKETING ANALYSIS(AE only)

The introduction

• How to use PlanMagic Marketing
• The introduction
• Assumptions
• Company overview
  - the outside world

Marketing data

• Internal factors
  - types of organizations
• External factors
  - examples of changes in the outside world
• The current product mix
  - marketing instruments for the product policy
  - product differentiation and positioning
  - the product categories
  - the product life cycles
  - external factors per product line
• Market analysis
  - market approach
  - marketing strategies
• Customer group analysis
  - market research
• Competitor research
• Current pricing analysis
• Distribution channels
  - checklist
  - distribution methods
• Marketing personnel
• Human resource development
• Market research
• Advertising & promotion
• Strength & weakness analysis
• Problems & possibilities

Conclusions

• Conclusions
• Actions
• Ratios
• Time table

Considerations

• Mistakes
• Chances
  - Unique Selling Proposition
• Choosing a strategy
  - market segmentation
  - build-up/maintain strategies
• Publicity

MARKETING PLANNING

The introduction

• How to use PlanMagic Marketing
• The introduction
  - what is marketing?
• Assumptions
  
• Company overview
  - market share & market potential
  - the outside world

Marketing mix

• Internal factors
  - types of organizations
• External factors
  - examples of changes in the outside world
• The product mix
  - profit to volume ratio
  - marketing instruments for the product policy
  - Unique Selling Proposition
  - product differentiation and positioning
• External factors per product line
• The suppliers
• The target markets
  - market research
  - market approach
  - marketing strategies
• The customer groups
• The competition
  - market growth
• Pricing policy
• Distribution mix
  - checklist
  - distribution methods
• Marketing personnel
• Human resource development
• Market research programs
  - primary research
  - secondary research
• Marketing goals & strategies
  - strategies
• Advertising & promotion
  - writing an ad
  - advertising objectives

Sales projections

• Sales projections monthly (3 years)
• Sales projections annual (5 years)

Budgeting & control

• Marketing budget
• Evaluation & progress control
• Ratios
• Time schedule
• Mistakes
• Chances
  - Unique Selling Proposition
• Choosing a strategy
  - market segmentation
  - build-up/maintain strategies
• Publicity