1. © Moenaert & Robben Marketing Plan: ________ <Company><2014+>

2. © Moenaert & Robben Business Definition and History

3. © Moenaert & Robben Business Objectives BHAG (‘Big Hairy Audacious Goal’) for product lineBHAG (‘Big Hairy Audacious Goal’) for product line Commercial goals for next 3 yearsCommercial goals for next 3 years Commercial target for next yearCommercial target for next year

4. © Moenaert & Robben Part 1 Present Situation Analysis

5. © Moenaert & Robben Way-to-Market Architecture Company Influencers, e.g., Advisers Advisers Regulatory institutionsRegulatory institutions MediaMedia End-Customer Segments Segment 1 Segment 2 Segment 3 Segment 4 Sales per (sub)channel (%) Sales per segment (%) Nature of relationship, support & reputation Influence Direct Channels e.g., Face-to-FaceFace-to-Face InternetInternet Indirect Channels e.g.: Distributors & ResellersDistributors & Resellers SuppliersSuppliers OEMs and ConvertorsOEMs and Convertors

6. © Moenaert & Robben Contemporary Situation Market Mix % <P1> <P5> <P2> <P4> <P3> <....> <P6> Segment Size (€) <company> Mkt. Share % € (000) Market Segments ProductsTotal(€)Market Size (€) <company>Market Share (%) Total (€) Product Mix % 100 % Total Sales (000 €) : 2011 : 2012 : 2013 : 2014 : (plan) 2015 : (est.)

7. © Moenaert & Robben Our Customer Value Proposition Comp. Advantage __________________________________ Explanation________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

8. © Moenaert & Robben Basic Requirements Basic Requirement __________________________________ Explanation________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

9. © Moenaert & Robben Present Business Model Competitive Advantage 3 Competitive Advantage 4 Competitive Advantage 1 Competitive Advantage 2 Resource 10 Resource 5 Resource 1 Resource 2 Resource 4 Resource 8 Resource 7 Resource 6 Resource 11 Resource 12

10. © Moenaert & Robben Competitive Analysis Industry Competitors:Industry Competitors: Substitutes:Substitutes: New Entrants:New Entrants: Suppliers:Suppliers: Buyers:Buyers:

11. © Moenaert & Robben Market Analysis: The STEP-Issues Social Context:Social Context: Techological Context:Techological Context: Economic Context:Economic Context: Political Context:Political Context:

12. © Moenaert & Robben Opportunities & Threats Opportunities ________________________________________________ Threats

13. © Moenaert & Robben Key Weaknesses Weakness ____________________________________ Explanation ______________________________

14. © Moenaert & Robben Summary Present Situation ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

15. © Moenaert & Robben Part 2 How to compete in the future?

16. © Moenaert & Robben Market Excellence for the Future: Product Targeting Where to Compete? Product lines ____________________________________________ Why?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

17. © Moenaert & Robben Market Excellence for the Future: Market Targeting Where to Compete? Market Segments ____________________________________________ Why?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

18. © Moenaert & Robben Our Intended Future: Customer Value Proposition How to Compete? Competitive Advantages ____________________________________________ Why?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

19. © Moenaert & Robben Future Business Model Competitive Advantage 3 Competitive Advantage 4 Competitive Advantage 1 Competitive Advantage 2 Resource 10 Resource 5 Resource 1 Resource 2 Resource 4 Resource 8 Resource 7 Resource 6 Resource 11 Resource 12

20. © Moenaert & Robben Part 3 The Roadmap

21. © Moenaert & Robben Business Roadmap: Competence Building Projects ____________ ____________ 2014________________________________________2015________________________________________2016___________________________________Responsible___________________________________

22. © Moenaert & Robben Marketing and Sales Calendar 2014 ______________ ______________ Actions Total Cost Revenue Responsible/Accountable Timing ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ J F M A M J J A S O N D

23. © Moenaert & Robben Marketing Score Card

24. © Moenaert & Robben Marketing Score Card 2014 : Innovation New Products Marketing Actions Targets New Channels Marketing Actions Targets New Segments Marketing Actions Targets New Leads Marketing Actions Targets

25. © Moenaert & Robben Marketing Score Card 2014 : Marketing Mix Productivity Focus (customers, channels, products) Targets Sales Person Productivity <person> <person> <person> <person> <person> Trade Fair Focus (customers, channels, products) Targets

26. © Moenaert & Robben Marketing Score Card 2014 : Customer Response InitiativesTargets Customer Complaints % Lost Customers Brand Valuation Customer Satisfaction

27. © Moenaert & Robben Marketing Score Card 2014 : Financial Results Product Line ____________ ____________ 2012________________________2013________________________2014________________________ D % ________________________ Price % ________________________ Vol % ________________________CGM________________________

28. © Moenaert & Robben Conclusions ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

29. Annexes E.g. Organization chart, details of product and market data, etc.E.g. Organization chart, details of product and market data, etc.