Industry Research and Analysis What is the industry profile in terms of: Current size – indicate the amount of dollars spend annually by customers and/or units consumed annually. Growth potential. Is this a growth, stable or declining industry? Geographic locations. Is your industry located in a specific area of the state/country? Why?

Industry trends (e.g. good industry is now concentrating on low-fat, no-cholesterol, healthy products. What are the trends in your industry?) What effect does technology have on the business? Seasonality/weather factors (clothing industry has four seasons: spring, summer, autumn and holidays). Indicate special seasons in your industry. Profit characteristics (e.g. food stores have an average profit margin of 1-2% of sales). Indicate the characteristics in your industry.

Existing distribution networks (e.g. food products may be sold through wholesale distributors. Basis of industry competition (price, quality, promotion, services, etc). See competitive matrix chart. What has been the history of the industry treatment of new business? (How easy is it to enter the industry?) What are the industry’s pricing policies? And what are the markups and discount structures? Based on your research and analysis, what does this mean for your business.

Competitor Analysis What do you know about your competitors? Name of business: Market share, size. Customers? Who are they? Target Markets? Products and Services offered (including quality) Distribution and Locations

What do you know about your competitors? Name of business: Pricing and Payment Terms Promotion Growth or Business Strategies Operating Costs Strengths Weaknesses

Marketing Action Plans A simple device you may want to use to help you develop both your marketing mix and your promotional mix is the Marketing Action Plan, or MAP. It is a map of what you want to achieve and how you plan to do it. The form below will help you develop your MAP. Design one MAP for each goal or strategy. Just fill in the form as it is set up.

Remember that your goal is a non specific statement about what you want to achieve (similar to a strategy) and your objective is a very specific, behaviourally oriented and measurable statement of what you will achieve in a certain time frame. Your actions are the tactics you will use and the leader is the person responsible. The first letter of each word, Goal, Objective, Actions and Leader also spell our GOAL – just a reminder to keep you focused.

Marketing Action Plan Goal: Objective: Actions: Leader: Comments:

Creative Development Plan Project:Date: Goal / Strategy: Primary Tactics: 1.What is the key problem or opportunity? 2.What is the primary marketing objective to be achieved? 3.What results are expected from this marketing program? 4.Who are our target customers and competitors? 5.What benefits do we offer our customers?

Project:Date: Goal / Strategy: Primary Tactics: 6.What is our unique positioning or niche? 7.What promotional tactics will be used? 8.How will the effectiveness of the program be measured? 9.What constraints (budget, media, staff, staff, etc.) exist for this program? 10.What other critical issues must be considered?