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
“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
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
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
Develop a corporate brochure.
Develop personalised business cards.
Create Basic Website as a tool to promote services
Advertise in local publications
Advertise monthly in magazines that are specifically targeted to the ** and ** segments.
Advertise monthly in magazines that are aimed at the general industry.
Lead Generation Program
Conduct monthly on-going lead generation program. Send out monthly direct mail leaflets with response coupons.
“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.
PR release to be initiated each month to various trade journals and magazines.
Employ telemarketing staff.
Organise training program to be implemented.
Contact monthly all past customers that have not re-ordered to ask why not and see whether we can win back their business.
Follow up Enquiries
Contact all enquirers monthly and determine if they have purchased from a competitor and, if so, why.
Follow up all new customers two weeks after they purchase to ensure they are satisfied with the product.
Send quarterly newsletter to existing customers to keep them informed of our other products.
Develop an ongoing sales promotion to target existing customers.
General Marketing Strategies for a Bottled Water Business
Keep updated competitor profile.
Marketing information system
Document on every enquiry “How did you hear about us?”
Document on every order “How did you hear about us?”
Produce monthly sales reports by product, by market segment, and by territory.
Financial Strategies for a Bottled Water Business
Eliminate cash shortage in the traditional tight periods of <month A> to <month B>
Maintain payment of bills, on average, to xx days.
Develop and implement new policies on approval and signatories on expenses.
Pay off the existing lease on capital equipment, thus reducing the monthly financial burden.
Reduce the overdraft from $xxxxxx to $xxxxxxx
Pay all wages on a monthly basis instead of weekly.
Organise funding for the $xxxxxxx expenditure on new equipment.
Ensure a payback on new equipment through sales of one year.
Improve the number of stock turns to xxxxx a year.
Negotiate new terms on the premises and reduce existing payments by xx%
Renegotiate with the bank and consolidate some outstanding loans with lower interest rates.
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.
HUMAN RESOURCE STRATEGIES
Draw organisational chart.
Develop incentive scheme related to job requirements.
Policies and procedures
Develop policies and procedures manual.
Employ or re-deploy staff
Employ one specialist ** salesperson.
Employ one marketing assistant.
Employ one accounts receivable person.
Carry out training needs analysis.
Install suggestion box.
Organise monthly meetings to follow up tasks