如何写策划英文案cckc.pptx

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1、chapter5writingtheplanocontentso1、introductiono2、executivesummaryo3、situationanalysis:oassumption.sales.ostrategicmarket.oKeyproduct.keysalesareas.o4Marketobjectiveso5Marketstrategieso6scheduleso7salespromotiono8budgetso9profitandlossaccounto10controlso11updateproceduresoAppendix1guidelinesoThe writ

2、ten plan must be clear,concise and easy to The written plan must be clear,concise and easy to read.read.o Start each complete section on a new page Start each complete section on a new page o When listing key points,use double spacing When listing key points,use double spacing oDo not try cram too m

3、any figures onto one page.Do not try cram too many figures onto one page.o Do not use jargon that may not be understood by Do not use jargon that may not be understood by all those who will receive the plan.all those who will receive the plan.IntroductionoThisgivesthebackgroundtotheplan,andthereason

4、foritspreparation,andoutlinesitspurposeanduses.oFor:UKsaleshavestagnated停止停止inrecentyears.Withtheenforcement实施实施ofEUdirectives指令指令forwatertreatment净化净化andsewagedisposal污水处理污水处理,theindustryiscarryingout完成完成amajorcapitalimprovementprogramme.增加资本改进计划增加资本改进计划oitwasthereforefeltbythesalesandmarketingdire

5、ctorthatweneedtoanalysisourpositioninthemarketandprepareforgrowthtotakeadvantageoftheincreasedlevelofspending花费bytheindustry.ExecutivesummaryoThesummaryshouldpresentthekeypointsoftheplaninaclearandconciseform.Itshouldnotbetoolong.oThesummaryshouldalwaysinclude:oTheunderlyingassumption背景onwhichthepla

6、nisbased;oTheobjectivesoftheplan;oThetimescaleoverwhichtheplanwillbeimplemented;oAlthoughourtotalsalesintheUKmarkethavefallen,ourproblemisball球阀门球阀门valvesthatwehaveonly10percentmarketshare.wecurrentlyhavemarketshareinwaterindustryof10percentforfilters过滤器过滤器and5percentforvalves.Webelievethatifeconomi

7、cconditionsremainstable,wewillbeabletooGainmarketshareintheexpandingmarket.oTheobjectiveofthisplanistoachieve10percentgrowthinUKsaleinthenextthreeyears,doublingourwaterindustrymarketshareforfiltersto20percentanddoublingourmarketshareforballvalvesto10percentoftheprojectedmarketin2008oUKoverallgrossma

8、rginsfrom39percentto43percentby2008oThisplandetails详细资料详细资料howthiscanbeachievedwithaninvestment投资投资inpersonnelandresources,butwithoutanymajoradditionalinvestment额外投额外投资资inplant工厂工厂andmachinery设备设备.situationanalysisoItincludeonlythesummariesoftheexternalandinternalmarketingresearchandthekeyresultingS

9、WOTanalysis:oAssumptionsoAsummaryofhistoricalandbudgetedsalesoAreviewofstrategicmarketsoAreviewofkeyproductoAreviewofkeysalesareasituationanalysis：assumptionsoTheSexchangeratewillremainintherangeS1.5toS1.7:1forthenext12months;oInterestrateswillnotincreasebymorethan1percentoverthenextthreeyearsoInfla

10、tionwillremainat3percentin20 x6,risingto4percentin20 x7and20 x8.oCompanywageincreaseswillnotexceedinflationoverthenextthreeyears.situationanalysis：salesoInthissectionyoushouldincludehistoricalsalesgoingbackthreeyearstogetherwithsalesforecastsforthenextthreeyears.SalesprojectionfortheUKTheEMCsalesfig

11、ures(historicalforecast)Salesarea：UKYear(k)010203040506FiltersValvestotalsituationanalysis：StrategicmarketoTheinformationcanbepresentedintwoways:o1.showingthepercentageofcompanysalesintoeachmarket,o2.ShowingthepercentageshareofindividualmarketsthatthecompanybelievesthatithasPresentationofsalesbystra

12、tegicmarketProduct:Product:ball valves ball valves 0 5 actual 0 5 actual 06 Forecast 06 ForecastIndustryIndustrysell sell k k Market share%Market share%Sell Sell k kMarket share%Market share%Water Water Paper Paper Food Food OtherOtherTotalTotalsituationanalysis：KeyproductoThissectionlistsyourkeypro

13、ductsanddetailstechnologicalandcommercialfactorsrelatingtothem.thiswouldincludetheresultsoftheSWOTanalysisonyourproductsandyourcompetitorsproducts.oaswotanalysisforaproductandtheproductportfoliomatrixfortheEquipmentManufacturingCompanyareshowninfigure1and2.1-SWOTanalysisforproductballvalvesSGoodrang

14、eofsizeQualityproductSolidlybuiltWlimitedrangeofmaterialhighcosthighpriceOSourceproductfromchainDevelopnewproductTweaknessofeurocheapimportsfromAsia为公司、地区进行SWOT分析S：W：O：T：:portfoliomatrixoftheEMCtypes:Atypes:Btypes:KBALLvalvestypes:Gtypes:S market growth raten2-Relative market share10%1situationanaly

15、sis：keysalesareasoTheinformationcanbepresentedintabularform表格形式表格形式asintable1oringraphicalform图图asfigure2/3.Salesarea1AllvaluesinactualforecastYear200300042005200620072008SouthNorthWaleScotlandTotaluk2-Valvessalesbyarea3-Keysalesareasin20 x8oScotland/n15%oNorth30%oSouth23%oMidland36%oThekeysalesarea

16、sforvalvesalesforEMC折线图折线图Keyobjectivesoto increase UK sales by 10 percentper year in real terms for the nextthreeyearsoTo double valve sales to the waterindustrywithinthreeyearsoToincreaseoverallgrossprofitfrom39percentto43percentby2008Strategiesmarkets2005oOthers25%ochem33%oFood7%opaper12%owater23

17、%MarketingstrategiesYoushouldindicatewhetheryouareadopting维持维持,developingorattackingstrategiesoramixtureofdifferenttypes.Theindividualstrategiesshouldthenbelistundertheheadings标题标题ofthefourmainelementofthemarketingmix:strategiesrelatingtoproductsstrategiesrelatingtopricingstrategiesrelatingtoadverti

18、sing/promotionstrategiesrelatingtodistributionProducts:Products:opackage products(ball valves with filter package products(ball valves with filter)odesign new ball valvedesign new ball valveodesign replacement fordesign replacement for替代替代“typetype：s s filters.filters.Pricing:odiscount policy for“ty

19、pediscount policy for“type：s”filters will be s”filters will be progressively withdrawn.progressively withdrawn.无销路无销路openetration policy penetration policy 渗透渗透will be adopted with will be adopted with packages since these will help us to sell more packages since these will help us to sell more valv

20、es.valves.o penetration policy will be adopted on“type:k”penetration policy will be adopted on“type:k”filters since these generate a large proportion of filters since these generate a large proportion of replacement cartridges(replacement cartridges(容器容器).).Promotion:ochangesalesforceorganizationoRe

21、structure重建重建salesmanagementoUsemailshotsoIncreaseexhibitioncoverageoIncreaseadvertisingDistribution:changedistributionIncreaseownsalescoverage.Scheduleofwhat/where/howoThisisthemasterscheduleshowingtheprogrammefortheimplementation执行执行ofactionplans.Thisscheduleindicatetoeachdepartmentandtoeachmember

22、ofstafftheirresponsibilitiesadthetimetableforcarryingtheout.theyshouldtaketheformofbarcharts,schedules.MarketerscheduleArea:ukYear:2007Month123-12responsibilityActionplanRestructureMailshotAdvertisingExhibitionDistributionPricingMarketanalysisProductdesignDeptPersonExecutivemarketingmarketingmarketi

23、ngmarketingmarketingmarketingmarketingbudgetingthecostofamarketingplaniterm2005expensesInflationgrowthsalaries:1603%4.8recruitment3o.1travel/enter30-0.9carcost:14-0.4advertising10-exhibition:10-literature:10-sundryitems10totalSalespromotionoUnderthisheadingyoushoulddetailyouradvertisingandpromotions

24、plan,thisincludesyourpersonnelrequirementaswellasadvertisingandsalespromotion.oyoushoulddefinethemixofdistributionchannelsthatyouwillbeusingandstructureofyoursalesorganization,.organizationooooSales engineers Distributors UK sales manageroInvoicedsales260(04)oCostofsales_158.6oGrossprofit+101.4oSale

25、sandmarketingcostsoSalaries75oRecruitment+6.0oTravelentertaining+7.0oCarcosts+6.0oAdvertising+11.0oExhibitions+28oLiterature+5.0oSundryitems+10Profitandlossaccount(2005)Totalsalescosts138.0Administrationcost20.0Dataprocessingcost5.0Distributioncosts6.9Totaloperatingexpenses169.9Operatingprofit-68.5FollowupandrevisionoMostcompanyusethetheirmarketingplanasabasisfortheannualbudgetoThisplanistorevisedevery12monthsConclusion