Strengths of the Business

Excellent quality product
“Which means that” Adds to reputation.

Good management skills.
“Which means that” Well run business

Good ability to extract information.
“Which means that” Can control the business.-

Weaknesses of the Business

New Player
“Which means that” Credibility problem may affect initial sales

Lack of systems
“Which means that” The company needs to develop systemised operational & sales techniques or sacrifice profits

Opportunities in the Marketplace

Add-on products such as **
“Which means that” A potentially enormous market for the Bottled Water Business to tap into.

Growing market segments.
“Which means that” our Bottled Water Business should target these segments.

Threats in the Marketplace

Increasing supplier prices.
“Which means that” Resulting in reduced profitability.

Declining size of the ** segment.
“Which means that” Need to focus on growing segments to spread the company’s portfolio

New Products

To evaluate and launch new products or services which will turn over $xxxxxx in the first year.

Other Objectives (Goals)

To not exceed a marketing budget of $xxxxxx
To not exceed a payroll budget of $xxxxx
To not exceed a general overhead budget of $xxxxxx

Marketing Plan for a Bottled Water Business

Marketing Objectives

Sales Objective

To achieve sales by XX% to $XXX

Sales Objectives by Market Segment

#1 Segment: To achieve sales to $xxxxxx
#2 Segment: To achieve sales to $xxxxxx
#3 Segment: To achieve sales to $xxxxxx
Other To achieve sales to $xxx

Promotional Strategies


Develop a corporate brochure.
Month 20XX

Develop personalised business cards.
Month 20XX

Create Basic Website as a tool to promote services
Month 20XX

Advertise in local publications
Month 20XX

Advertise monthly in magazines that are specifically targeted to the ** and ** segments.
Month 20XX

Advertise monthly in magazines that are aimed at the general industry.
Month 20XX

Lead Generation Program

Conduct monthly on-going lead generation program. Send out monthly direct mail leaflets with response coupons.
Month 20XX

“Centres Of Influence” Program

Personally contact at least ten potential partners each week.
Produce a monthly newsletter that shows examples of (your products) and how customers have benefited from using them.
Month 20XX

PR Program

PR release to be initiated each month to various trade journals and magazines.
Month 20XX

Sales Force

Employ telemarketing staff.
Month 20XX

Organise training program to be implemented.
Month 20XX

Lost Customers

Contact monthly all past customers that have not re-ordered to ask why not and see whether we can win back their business.
Month 20XX

Follow up Enquiries

Contact all enquirers monthly and determine if they have purchased from a competitor and, if so, why.
Month 20XX

Existing Customers

Follow up all new customers two weeks after they purchase to ensure they are satisfied with the product.
Month 20XX

Send quarterly newsletter to existing customers to keep them informed of our other products.
Month 20XX

Sales Promotion

Develop an ongoing sales promotion to target existing customers.
Month 20XX

General Marketing Strategies for a Bottled Water Business

Competitor Profile

Keep updated competitor profile.
Month 20XX

Marketing information system

Document on every enquiry “How did you hear about us?”
Month 20XX

Document on every order “How did you hear about us?”
Month 20XX

Produce monthly sales reports by product, by market segment, and by territory.
Month 20XX

Financial Strategies for a Bottled Water Business

Cash Flow

Eliminate cash shortage in the traditional tight periods of <month A> to <month B>
Month 20XX

Payment Days

Maintain payment of bills, on average, to xx days.
Month 20XX


Develop and implement new policies on approval and signatories on expenses.
Month 20XX


Pay off the existing lease on capital equipment, thus reducing the monthly financial burden.
Month 20XX


Reduce the overdraft from $xxxxxx to $xxxxxxx
Month 20XX


Pay all wages on a monthly basis instead of weekly.
Month 20XX

New Equipment

Organise funding for the $xxxxxxx expenditure on new equipment.
Month 20XX


Ensure a payback on new equipment through sales of one year.
Month 20XX


Improve the number of stock turns to xxxxx a year.
Month 20XX


Negotiate new terms on the premises and reduce existing payments by xx%
Month 20XX

Bank Charges

Renegotiate with the bank and consolidate some outstanding loans with lower interest rates.
Month 20XX

Organisational Plan

Organisational and Management

Next Year’s Objectives

Budget – To not exceed the payroll budget of $xxxxxxx
Staff – To employ or re-deploy a total of xxxxx full-time and part-time staff over the next year.



Draw organisational chart.
Month 20XX

Develop incentive scheme related to job requirements.
Month 20XX

Policies and procedures

Develop policies and procedures manual.
Month 20XX

Employ or re-deploy staff

Employ one specialist ** salesperson.
Month 20XX

Employ one marketing assistant.
Month 20XX

Employ one accounts receivable person.
Month 20XX


Carry out training needs analysis.
Month 20XX


Install suggestion box.
Month 20XX

Organise monthly meetings to follow up tasks
Month 20XX