Market work plan

The field promotion program gives you the opportunity to collect all of this useful information to inspire your inspiration and guide your actions.


It is very correct to think of marketing as an important task and spend a few hours a day doing it. But if you can't organize the tasks of market work and develop a marketing plan, your efforts will not receive good results.

Companies that do well in the market start with a good marketing plan. Large companies may have hundreds of pages, and small companies may have a few pages. Put your marketing plan in a binder, at least quarterly, and it's better to refer to it every month. Make a label to record your monthly sales and production status so you can track your execution plan.

Planning is the highlight of market work

The plan should involve one year. For small companies, this is the best solution for mastering the market, because the situation is always changing, people leave, market development, customers come and go. Then, we also recommend a medium-term plan for 2 to 4 years, but the main focus should be on the coming year.
You have to give yourself a few months to write this project, even if he only has a few pages. Making plans is the highlight of market work. Although it is difficult to implement a plan, it is more difficult to decide what to do. Most market plans start at the beginning of the year or at the beginning of the fiscal year.

In fact, you can't make a good marketing plan without the participation of many people. No matter what size of the company, you have to get feedback from all aspects of the company: finance, manufacturing, personnel, supply, etc. The market sector itself. This is very important because it requires the joint efforts of all departments of the company to complete the marketing plan.

Some key personnel will provide very practical advice on the feasibility and implementation process of the project. They can gain insight into some potential market opportunities and increase the breadth of the project. If you really need the exclusive management model, then you must have three heads and six arms. It is.

Keep up with the market and do market research

Whether you are just starting a business or have been in the business for a few years, you have to keep up with the market and keep up with the latest market information. We will introduce you to the best way to master market information.

The purpose of market research is to understand the market information and help you solve market problems encountered in your business. This is absolutely necessary in the initial stage, and conducting a comprehensive and detailed market research is the basis for business success. In fact, strategies like market segmentation and product differentiation cannot be worked out without research.

Whether you use historical methods, experimental methods, observation methods, or interview survey methods to do market research, you are mastering two types of information. The first is "main" market information, which requires you or hire someone to collect it. And more information is "secondary" information, others have edited it for you. Some of the research and reports done by government agencies, industry associations, or other industry companies are some examples of the latter, so take advantage of this information. ≤ The first model network to organize the article, the copyright belongs to the original author, the original source all ≥

For the investigation of the “main” market information that you need to work on, you can collect two basic types of information: exploratory and specific. Exploratory research is very open, can be specific to a specific problem, can involve a lot of details, can conduct a very casual interview with a small group of people, try to make the interviewees speak freely. Specific interviews cover a wider range of topics, and are generally used to solve problems raised by exploratory research. The interviews are more formal and have specific content. For the above two, specific research is more valuable.

Collect all information

Collect all the information you need before writing. The first step in collecting information is to avoid interruptions in the thinking and writing process.

● The company's latest financial report, the sales data of the last three years, the latest latest sales data, if not enough, the company's data from the beginning to the present.
● A list of existing products or services and their target markets.
● Organizational structure table.
● Your understanding of the market: all your competitors, geographic boundaries, types of target customers, existing distribution channels, the latest and most valuable statistics, and market trends.

● Ask the sales or customer relations staff what they think is the most critical issue in the market plan for next year. Put these all together, you don't have to include all of them, but at least you have to consider these issues.

In many companies, this content is only in the minds of the company's management team, but now you have to write it down. The marketing plan gives you the opportunity to collect all of this useful information to inspire your inspiration and guide your actions.

The elements of a perfect marketing plan

Each book on how to develop a marketing plan has a different understanding of the elements of the plan. Those that are especially suitable for big companies are full of languages ​​that few people can read. However, language is far less important than your attitude towards the problem.

No matter how you end up organizing, the marketing plan should be easy-to-understand corporate documents. It should provide you with the direction of your future market work and give all readers the most intuitive understanding of your company.

Market situation

The “market conditions” section should include your most sensible description of current market conditions.

● What is your product or service?
● How big is the market size?
● What is the sales and distribution channel?
● Which geographic areas will you sell to?
● Describe the target customers based on their population and income levels.
● What kind of competitors are there in the market?
● Historically, how is your product sold?

Compare one of your products and services to your competitors. How can you beat them? Is there a market opportunity that you and your competitors are not using well? You may also find that the greatest thinkers in the company have different opinions about the status quo, and the marketing plan can give you a chance to experience different market views.

2. Threats and opportunities

This part is an extension of the market situation, which should focus on the signs of both good and bad in today's market.

● Which market trends are bad for you?
● Are there any unknown trend heads?
● Is your product going to success?
● Which market trends are good for you?
● Are there any trends that are good for you?
● Is the popularity in the market good or bad for you?

You can get information about market trends from many places. A variety of commercial publications are often published in various reviews. You can talk to local business journalists, visit local commercial publishers or manufacturing associations, consult professional associations, and read industry journals.

3. Market objectives

You need to outline the future of the business. What kind of market goals do you want to achieve through this project? Each market goal is a description of what you want to achieve, and it also contains specific tasks. Just like you said that you want to enter the screw market, but there is not enough guidance. Say you hope that the local market share will be more convincing from zero to 8% in the next two years. If you don't have data for the entire market, then write specific sales. Your finance staff will tell you if you have completed the task.

4 Specific goals

If you are doing marketing projects for the first time, how can you quantify specific goals? Let's start from the past, refer to past sales figures, the growth figures in various markets over the past few years, the scale of representative new customers, and the promotion of new products. If your total income has increased by 80% in the past five years, then it is expected that 20% to 25% growth next year is more reasonable, and 45% is not right.

You should make some restrictions on the number of future market goals. Change can create stress, confuse employees, and make customers more confused. Goals must be challenging and achievable, and using ambitious but practical goals to motivate yourself is much better than setting too ambitious goals to achieve the setbacks.

5. Budget

No matter how good or bad, doing business always costs money. The marketing plan must have a budget section that explains the budget for the various projects. The person responsible for a certain marketing activity should have a very precise understanding of the funds he can control. In fact, it is wise to involve them in budgeting.

Estimates of input costs should be as objective as possible. For some activities that you don't have experience, add 25% to your estimated budget. The budget should separate internal and external costs. Make the budget into a Lotus or Excel worksheet for the best results.

6. Control: Performance Tracking

In order to track the implementation of the marketing plan, regular regular meetings are required. How to adjust the market plan in the middle? How do you track sales and expenses and make the necessary adjustments, you must have this ability.

The measurable market goal is to be able to grasp the implementation. Too much market work can't be quantified, although it can't satisfy you, or it has a false component.

The most classic feedback method can be adopted in any market work: action, observation, adjustment, reaction, and quarterly meetings are the best solution. At the meeting, the responsible person will report on the work of the previous quarter and the use of budgetary funds. Reporting can be verbal, but with written summaries and abstracts.

If things don't go well, you have to adjust the timetable, budget, or event itself. At this time, you must decide whether to strengthen your efforts and propose some practical measures to speed up the pace or adjust the target. Make adjustments from a holistic perspective and adjust all relevant content at the same time.

No matter what decision you make, you should update your marketing plan document and record your understanding and explanation of the inability to achieve the goal. Keep all the raw data. The project can be a constantly changing but historical process that preserves its changes, all of which is very valuable for your plans for the coming year.

7. Summary

Make a summary in front of the market plan and summarize the marketing plan in less than one page.

Your plan should have two architectures: short-term and long-term. Most of the content should be concentrated in the coming year, which is the most important for small and medium-sized enterprises. Market work generally requires a series of consistent short-term jobs to be completed together. After setting the main goals for the year, your main focus should be on the media, letters and sales. But don't just stop using it, you should turn your attention to the medium-term goal of the next two to three years. What is your ultimate goal?

The abstract provides the reader with a brief introduction to your business plan, which also motivates you to focus on the most meaningful things.