2019 sales plan
In the three years since he took up the position, the annual sales plan has become his "compulsory course". His annual sales plan is not only vivid and detailed, but also often linked to practice, strategy and actual combat. The figures and the tables are a good guide to his marketing team, so that they can carry out marketing work in an orderly manner according to the annual plan, and have achieved good results. So, how does Manager Li’s sales plan write? What aspects does it include?
Market Analysis The basis for the formulation of the annual sales work plan is the analysis of the market situation and market status in the past year. The tool used by Manager Li is the swot analysis method that enterprises often use today, that is, the analysis of the advantages and disadvantages of enterprises and the competitive threats. And the opportunity exists, through swot analysis, Manager Li can understand the pattern and situation of market competition, and combine the defects and opportunities of the enterprise to integrate and optimize resource allocation to maximize its utilization. For example, through market analysis, Manager Li clearly knows the market status and future trends of instant noodles: products go up, channels move downwards, oligopolistic competition is beginning to emerge, marketing mix strategy will become the hot spot of the next round of competition and so on.
Marketing ideas Marketing ideas are based on market analysis to guide the "spirit" program of the annual sales plan, the direction of marketing and "soul", and the marketing operation concept that the sales department needs to instill and implement. In response to this, Manager Li has developed specific marketing ideas, which cover the following aspects: 1. Establish a marketing concept for all employees, truly reflecting the "marketing life, life marketing." 2. Implement deep distribution, establish the idea of decisive battle in the terminal, plan and direct the dealer to directly operate the end market. 3. Comprehensive use of product, price, access, promotion, communication, service and other marketing combination strategies to form a strong marketing synergy. 4. At the level of market operation, it reflects the "two highs and one difference", that is, it must adhere to the principle of "differentiation of operation, high price, high promotion", fostering strengths and avoiding weaknesses, embodying unique operational characteristics and so on. The determination of marketing ideas, Manager Li fully integrated the reality of the enterprise, not only informative, operational, but also advancing with the times, reflecting the innovative marketing spirit, therefore, in the previous annual sales plan, have played A good guide effect.
The sales target sales target is the starting point and the foothold of all marketing work. Therefore, scientific and reasonable sales target setting is also the most important and core part of the annual sales plan. Then, how does Manager Li set the sales target? 1. According to the sales amount of the previous year, determine the current annual sales volume according to a certain growth ratio, such as 20% or 30%. 2. The sales target is not only reflected in the specific monthly, but also responsible to people, quantified to people, and subdivided into specific markets. 3. Weigh the relationship between sales target and profit target, and do a business-oriented marketing talent. The specific performance is a reasonable product structure, and the product sales target is specifically subdivided into products at all levels. For example, Manager Li based on the abc classification of the company's instant noodles, positioning the product structure ratio at a:b:c=2:3:1, thus better controlling the relationship between product sales and profits. The confirmation of the sales target has made Manager Li have the object of sprint, and also has the basis for tracking the sales target, which is conducive to the successful achievement of the sales target.
Marketing strategy marketing strategy is the tactical decomposition of marketing strategy, which is a powerful guarantee for the smooth realization of corporate sales targets. Based on the operation situation of the fast noodle industry and combined with his years of market operation experience, Manager Li has formulated the following marketing strategies: 1. Product strategy, insist on differentiation, take the road of characteristic development, and enter the market to fully reflect the characteristics of the cluster. The core competitiveness of the product forms a strong product portfolio battle group to avoid individual combat. 2. Price strategy, high quality, high price, product price is in line with the industry pacesetter. At the same time, it emphasizes the product transportation radius, limited to 600 kilometers, and implements “a set of price system, two rebate models”, that is, the price is the same, but the rebate standard A pricing strategy that varies according to distance. 3. Pathway strategy, innovatively put forward the idea of sub-item and sub-channel operation. In addition to intensive cultivation, do a good job of traditional channels, concentrate on material resources such as material resources, financial resources, manpower, and transportation capacity, and vigorously develop schools, communities, and Internet cafes. Group purchases and other special channels to implement a comprehensive, three-dimensional breakthrough. 4. Promotional strategy, based on the "high price, high promotion", pioneered the marketing concept of "chain promotion", which has the following characteristics: First, the promotion reflects "linkage", and it is moving The whole body, the purpose is to greatly restrain the dealers, make full use of all the resources that can be utilized by their funds, the Internet, and effectively squeeze the competitors. Second, at least two or more promotional modes, such as the sales jackpot and the in-box prize, appear to fully attract the attention of distributors and end consumers. Third, the selection principle of promotional items to seek new, Qiqi, and different, that is, different from competing products, through the attractive promotional items, to achieve market "moving", as well as promotional activation channels, channels to activate promotions. 5. Service strategy, the details determine the success or failure, in the "no one has me, people have my excellent, people are good, new, people new and turn", under the service details. Put forward the "5s" warmth service commitment, and establish a "close-family", "nanny-style" service concept, in the pre-sale, sale, after-sales service, seeking enthusiasm, sincerity, one-stop and so on. Through the formulation of the marketing strategy, Manager Li has a good idea and made a good start for the smooth realization of his goal.
Cost Budget The last item in the sales plan that Manager Li made was the budget for sales expenses. That is, after the sales target is reached, the output ratio of the company's input costs. For example, the instant noodle company where Li Manager is located has a sales target of 500 million yuan, of which, the salary is 5 million; the travel expenses are 3 million; the management fee is 1 million; the training, hospitality and other miscellaneous expenses are 1 million, totaling 10 million yuan. . The cost is 2%. Through the expense budget, Manager Li can reasonably carry out cost control and deployment, so that the company's resources "good steel is used in the cutting edge", in order to maximize the utilization of the company's funds, so as not to deviate from the market development track.
When doing the annual sales plan, Manager Li also made full use of the tools of the form. For example, the decomposition of sales targets, personnel planning, training programs, cost budgets, etc., are reflected in the form of tables, not only at a glance, but also Contrasting and referential, making the above content more intuitive and easy to understand.
Market Analysis The basis for the formulation of the annual sales work plan is the analysis of the market situation and market status in the past year. The tool used by Manager Li is the swot analysis method that enterprises often use today, that is, the analysis of the advantages and disadvantages of enterprises and the competitive threats. And the opportunity exists, through swot analysis, Manager Li can understand the pattern and situation of market competition, and combine the defects and opportunities of the enterprise to integrate and optimize resource allocation to maximize its utilization. For example, through market analysis, Manager Li clearly knows the market status and future trends of instant noodles: products go up, channels move downwards, oligopolistic competition is beginning to emerge, marketing mix strategy will become the hot spot of the next round of competition and so on.
Marketing ideas Marketing ideas are based on market analysis to guide the "spirit" program of the annual sales plan, the direction of marketing and "soul", and the marketing operation concept that the sales department needs to instill and implement. In response to this, Manager Li has developed specific marketing ideas, which cover the following aspects: 1. Establish a marketing concept for all employees, truly reflecting the "marketing life, life marketing." 2. Implement deep distribution, establish the idea of decisive battle in the terminal, plan and direct the dealer to directly operate the end market. 3. Comprehensive use of product, price, access, promotion, communication, service and other marketing combination strategies to form a strong marketing synergy. 4. At the level of market operation, it reflects the "two highs and one difference", that is, it must adhere to the principle of "differentiation of operation, high price, high promotion", fostering strengths and avoiding weaknesses, embodying unique operational characteristics and so on. The determination of marketing ideas, Manager Li fully integrated the reality of the enterprise, not only informative, operational, but also advancing with the times, reflecting the innovative marketing spirit, therefore, in the previous annual sales plan, have played A good guide effect.
The sales target sales target is the starting point and the foothold of all marketing work. Therefore, scientific and reasonable sales target setting is also the most important and core part of the annual sales plan. Then, how does Manager Li set the sales target? 1. According to the sales amount of the previous year, determine the current annual sales volume according to a certain growth ratio, such as 20% or 30%. 2. The sales target is not only reflected in the specific monthly, but also responsible to people, quantified to people, and subdivided into specific markets. 3. Weigh the relationship between sales target and profit target, and do a business-oriented marketing talent. The specific performance is a reasonable product structure, and the product sales target is specifically subdivided into products at all levels. For example, Manager Li based on the abc classification of the company's instant noodles, positioning the product structure ratio at a:b:c=2:3:1, thus better controlling the relationship between product sales and profits. The confirmation of the sales target has made Manager Li have the object of sprint, and also has the basis for tracking the sales target, which is conducive to the successful achievement of the sales target.
Marketing strategy marketing strategy is the tactical decomposition of marketing strategy, which is a powerful guarantee for the smooth realization of corporate sales targets. Based on the operation situation of the fast noodle industry and combined with his years of market operation experience, Manager Li has formulated the following marketing strategies: 1. Product strategy, insist on differentiation, take the road of characteristic development, and enter the market to fully reflect the characteristics of the cluster. The core competitiveness of the product forms a strong product portfolio battle group to avoid individual combat. 2. Price strategy, high quality, high price, product price is in line with the industry pacesetter. At the same time, it emphasizes the product transportation radius, limited to 600 kilometers, and implements “a set of price system, two rebate models”, that is, the price is the same, but the rebate standard A pricing strategy that varies according to distance. 3. Pathway strategy, innovatively put forward the idea of sub-item and sub-channel operation. In addition to intensive cultivation, do a good job of traditional channels, concentrate on material resources such as material resources, financial resources, manpower, and transportation capacity, and vigorously develop schools, communities, and Internet cafes. Group purchases and other special channels to implement a comprehensive, three-dimensional breakthrough. 4. Promotional strategy, based on the "high price, high promotion", pioneered the marketing concept of "chain promotion", which has the following characteristics: First, the promotion reflects "linkage", and it is moving The whole body, the purpose is to greatly restrain the dealers, make full use of all the resources that can be utilized by their funds, the Internet, and effectively squeeze the competitors. Second, at least two or more promotional modes, such as the sales jackpot and the in-box prize, appear to fully attract the attention of distributors and end consumers. Third, the selection principle of promotional items to seek new, Qiqi, and different, that is, different from competing products, through the attractive promotional items, to achieve market "moving", as well as promotional activation channels, channels to activate promotions. 5. Service strategy, the details determine the success or failure, in the "no one has me, people have my excellent, people are good, new, people new and turn", under the service details. Put forward the "5s" warmth service commitment, and establish a "close-family", "nanny-style" service concept, in the pre-sale, sale, after-sales service, seeking enthusiasm, sincerity, one-stop and so on. Through the formulation of the marketing strategy, Manager Li has a good idea and made a good start for the smooth realization of his goal.
Cost Budget The last item in the sales plan that Manager Li made was the budget for sales expenses. That is, after the sales target is reached, the output ratio of the company's input costs. For example, the instant noodle company where Li Manager is located has a sales target of 500 million yuan, of which, the salary is 5 million; the travel expenses are 3 million; the management fee is 1 million; the training, hospitality and other miscellaneous expenses are 1 million, totaling 10 million yuan. . The cost is 2%. Through the expense budget, Manager Li can reasonably carry out cost control and deployment, so that the company's resources "good steel is used in the cutting edge", in order to maximize the utilization of the company's funds, so as not to deviate from the market development track.
When doing the annual sales plan, Manager Li also made full use of the tools of the form. For example, the decomposition of sales targets, personnel planning, training programs, cost budgets, etc., are reflected in the form of tables, not only at a glance, but also Contrasting and referential, making the above content more intuitive and easy to understand.
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