SECTION A
ANALYSIS OF PAST AND CURRENT MARKETING DATA
1. Analysis of Internal Environment
Recognition of Corporate Philosophies
Description of Corporate Philosophies
Organisational Chart
2. Analysis of Economic and Social/Political Environment
Economic Analysis
Economic Analysis of Markets Served by This Company
Political and Social Environment
Political Analysis of Markets Served by This Company
Social Analysis of Markets Served by This Company
3. Competitive Analysis
Competitive Analysis
Marketing Strategies of Competitors
Strengths and Weaknesses of Competitors
4. Market Potential Analysis
Market Potential Estimates
5. Market Share Analysis
Product Line Market Share
Geographical Market Share
6. Product Line Analysis
Product Line Objectives and Strategies
Product Line Analysis - All Products Sold by This Company
Product Line Analysis of Old vs. New Products
Divisions, Regions, Territories-Sales-Current Year
Product Line Ranking
Strategically Critical Product Line Ranking
7. Customer - Client Analysis
Current Industrial Customers
Industrial Customer Ranking by Percent of Sales
Current End User - Consumer Demographics
Current End User - Consumer Psychographics
8. Pricing Analysis
Pricing Objectives and Strategies
Pricing Analysis of Product Lines Sold by This Company
Pricing Analysis of Our Prices vs. Competitors'
9. Channels of Distribution Analysis
Channels of Distribution Objectives and Strategies
Analysis of Channels of Distribution Currently Used
10. Marketing Personnel Analysis
Marketing Personnel Count
Marketing Personnel Expenditures by Months
Analysis of Non-Sales Personnel
Analysis of Sales Force
Marketing Personnel Expenditures Analysis
Position Descriptions
11. Human Resource Development Analysis
Human Resource Development Objectives and Strategies
Current Human Resource Development Program
Effectiveness of Current Human Resource Development Program
Human Resource Development Expenditures Analysis
12. Marketing Research Analysis
Marketing Research Objectives and Strategies
Marketing Research Projects - Current Year
Effectiveness of Current Year's Marketing Research
Marketing Research Expenditures Analysis
12. Advertising and Sales Promotion Analysis
Advertising
Advertising Objectives and Strategies
Advertising Media Mix - Current Year
Advertising Expenditures by Month by Media
Advertising Agency Information
Advertising Expenditures Analysis
Sales Promotion
Sales Promotion Objectives and Strategies
Sales Promotion Expenditures by Items by Month
Sales Promotion Expenditures Analysis
SECTION B
MARKETING PLAN FOR NEXT YEAR
13. Sales Projections
Sales Projections - All Product Lines
Sales Projections by Geography (Division, Region, Territory)
14. Target Markets
Target Markets for All Product Lines -
Consumer Demographics
Target Markets for Strategically Critical Product Lines -
15. Marketing and Sales Objectives
Marketing Objectives
Sales Objectives for All Product Lines
Sales Objectives for Strategically Critical Products
Sales Objectives for All Distribution Channels
Sales Objectives for Distribution Channels by Month
Sales Objectives for Sales Force
Sales Objective for Sales Force by Month
16. Marketing Strategies
Product Line Marketing Strategies
Strategically Critical Product Line Marketing Strategies
17. Pricing
Product Line Pricing Objectives and Strategies
Prices and Price Changes for Product Lines
18. Channels of Distribution
Distribution Objectives and Strategies
Description of Channels of Distribution Needed
19. Marketing Personnel
Marketing Personnel Needed by Region
Marketing Personnel Numbers and Expenditures by Month
Sales Force Needed
Next Year's Marketing Personnel Expenditures
Information
20. Human Resource Development
Human Resource Development Objectives and Strategies
Human Resource Development Budget
Human Resource Development Expenditures Information
21. Marketing Research Program
Marketing Research Objectives and Strategies
Marketing Research Budget
Marketing Research Expenditures Information
22. Promotion Program
Advertising Objectives and Strategies
Advertising Media Program and Budget
Advertising Expenditures by Month by Media
Advertising Agency Information
Advertising Effectiveness
Advertising Expenditures Information
Sales Promotion Objectives and Strategies
Next Year's Sales Promotion Objectives and Strategies
Sales Promotion Expenditures by Item by Month
Sales Promotion Agency Information
Sales Promotion Effectiveness
Sales Promotion Expenditures Information
23. Marketing Budget
Marketing Budget by Quarters
24 Marketing Activities Timetable
Marketing Activities Timetable
25 Reviews and Evaluations
Results - Unit Sales - Evaluation Calendar
Results - $ Sales - Evaluation Calendar -
Results - Variance and Corrections Needed in Expected
and Actual Results
End-of-Year Review of Marketing Plan