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Please see the instructions on the technical writing format and parts or components of the marketing plan at the bottom-most portion of this document
MARKETING PLANNING A process of analyzing the market situation and deciding on the right product, price, methods and needs to ensure sales and target prot. Involves evaluation of available resources or capacity to produce the products or services needed and aordable by the market. •
The Product &eneral description of the product p roduct %pecications !esign %izes $olor (uality • •
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Demand It refers to the behavior of people with regard regard to their willingness willingness and ability to buy products at given prices. #arket )asic *uestions that needs to be answered+ Is there a potential demand for the product r Are there buyers or consumers of the products •
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Questions about demand hat is the size or the demand of the product hat was the annual volume of demand for the past years Is there a possibility of increasing the demand of my product Is the demand for my product seasonal $ould I possibly create a demand /such as from f rom promotion and advertising0 of my product • • • • •
Questions about customers and buyers hat are the characteristics or socio-economic status of my customers in terms of1 Age group /kids, youth, young adult, adult, senior citizen0 &ender Income status or social bracket ho are the ma'or consumers of the product •
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ho are the current consumers of the product ho are the current potential buyers and where are they located hat is my customer2s buying behavior hat are the available choices for my customer
Conducting the demand study 3. Identify the consumer+ 4. &ather information on total demand+ 5. 6valuate the historical demand pattern+ 7. 8orecast future demand+ and 9. 6valuate the pro'ection of future demand.
SUPPL It refers to the behavior of suppliers /or producers0 on their willingness and ability to make products available at given prices. $ompetitors Primary marketing *uestions1 Are there e:isting suppliers of the proposed product ;ow many sellers are in the market similar to my product Is there su
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Questions about competition ho are my competitors here are my competitors ;ow many competitors do I have ho are their customers hat are the *uantity of the product being sold hat is the size of their market here are they here do they collect their raw materials hat types of e*uipment do they use hat kind of media do they use in advertising here do they channel their products • • • • • • • • • •
Conducting the Supply Study 3. Identify who and where are the competitors+ 4. &ather information on total goods produced by competitors+ 5. 6valuate the historical supply pattern+ 7. 8orecast the supply and 9. 6valuate the pro'ection of future supply. Demand and Supply Gap "he dierence between %upply and !emand "he number of buyers versus the number of e:isting supplier of the said product, usually presented in tabular form. !etermine market share based on demand and supply gap. • •
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Marketing Program In what forms or packaging is your company using $ompetitors hat are the promotional or advertising schemes presently used hat are the marketing problems encountered hat are the present marketing practices of competitors %ales force $hannel of distribution • • • •
=ocation of sales outlets "ransportation and storing facilities
Price/Pricing Strategy "he prevailing prices of the product. hat is the pricing method adopted /cost plus pricing, discount pricing, psychological pricing etc.0 ;ow much customers are willing to pay Is the price of my product seasonal hat months are the price high and months that the price are low "erms of sales • •
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Channel of Distribution Producer ;arvester Packer>Processor !istributor holesaler ?etailer $onsumer • • • • • • •
Projected Sales !etailed computation of forecasted sales for 9 yrs of operation. @olume of production>mo.>yr %elling price •
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A survey is usually done to establish the demand aspect of the marketing plan. It takes time. In order for you to establish the demand, search for secondary data from credible sources /e:. the website of the Philippine %tatistics Authority0. Bou can access to statistical data online. Bou may also estimate the value as long as there is a basis /do not forget to cite the source or the reference0 "here could be items in the guide that are not applicable in your proposed enterprise. Bou can simply skip to the ne:t item. "he format of the title page and content and other instructions will be given on ct. 39, %aturday
-------------------------------------------------------------------------------------------------------------------------Other instructions: - Short bond paper - Computerized - 1-inch margin on all sides, justify - Font size: 12 black - Font style: imes !e" #oman - 1$% line spacing - &nsert page numbers - 'ith Title page and Bibliography Title Page Format:
/)/ )arist rothers !otre *ame of )arbel 0niersity he raduate School
+ )arket (lan on $
&n (artial Fulfilment of the #e3uirements in + 2%4 5)arketing )anagement6
(resented to Sheila )$ ay3uin, *+ &nstructor
(resented by 5!ame of the Student6
5*ate of Submission6
(arts of the )arketing (lan: &$ &&$ &&&$
&.$ .$ .&$ .&&$
(roduct *escription arget )arket Current )arket rends +$ *emand $ Supply C$ *emand and Supply ap (rice and (ricing Strategy (romotional Strategy Channel of *istribution (rojected Sales
