At the beginning of the year, marketing executives are busy planning for the next year's strategic planning. How to do a good job in marketing strategy planning for the next year is a top event for all marketing executives, especially marketing directors. It is also an arena where their level is high, which has planted the cause for the performance of the coming year. As an expert marketing company, how to plan for the next year's marketing strategy?
First, the preparation phase In the preparation phase, you need to collect and organize information, which will serve as the basis for your strategic planning. The core of the competition includes the following competitors' information, including the trends of products, market direction, trends, performance, personnel and groups of benchmark enterprises and major competitors in the past year; demand environment information, mainly including consumer demand. Evolutionary forms and trends; trends in industrial development and trends in macroeconomic policies; external industrial capital liquidity, internal corporate executives and board of directors.
This information depends on the accumulation of normal work, but also needs to start special work to promote, usually started in September of that year.
Second, the marketing decision-making layer needs to use the various market analysis tools (SWOT analysis tools, value chain analysis methods, resource analysis methods) for in-depth analysis based on the information compiled. Hold a multi-level discussion meeting inside and outside, and collect and summarize various ideas, suggestions and ideas.
Usually more important brainstorming includes first-line business personnel, middle-level management personnel, channel managers at different levels, consulting companies and consultants, corporate finance departments, and parallel related management departments. In practice, such a conference has to be held less than 10 times.
This work is basic work, and many good ideas and ideas come from such brainstorming sessions.
Third, the strategy planning stage Marketing strategy planning report is usually composed of several major components: executive summary, line analysis, annual goals, marketing strategy, regional planning, marketing mix tactics, marketing control, organization and human resources And the annual budget and other components.
(1) Executive Summary: This section is prepared for high-level approvers. They must have an overview and approve the marketing plan, which is a summary of the market opportunities and strategies needed to meet the target market segments. The executive summary includes key elements such as marketing core strategy, financial goals, budgetary effects, and resource conditions given by the company.
This part of the content should be small, and it is a brief description of the core idea of ​​the full text, which makes people understand at a glance, so as to impress the decision-makers.
(II) Analysis of the trend: The formal analysis focuses on the market positioning and the ability of the company to target the service market. The key points include the preliminary market summary, SWTO analysis, competitive environment, product characteristics, and channel system.
The market summary includes factors such as market capacity, demand trends, competitive environment, demand environment, and channel environment. Express market opportunity value through market summary.
Sport Cap Sports Visor ,Printing Sport Cap,Embroidery Sport Cap
Goldenway Craft & Hats Co., Ltd. , http://www.zjfedorahats.com