Ebook Developing a Strategic Marketing Plan for Horticultural Firms
A marketing plan is essential for every horticultural business and for efficient and effective marketing of any horticultural product or service. A marketing plan serves as a road map. It establishes objectives, recommended actions, and timing for achieving the objectives. An understanding of the marketing planning process is also a valuable aid in helping managers organize their thinking about the marketing process and the various methods and procedures used. A strategic marketing plan takes into account the market environment facing the business (e.g. trends, competitive environment, regulatory issues, technological advancements, etc.) Thus, the emphasis is not only on projections but also on an in-depth understanding of the market environment, particularly competitors and customers. Its goals are to take maximum advantage of opportunities, solve problems and counter threats to the business.
CONTENTS
INTRODUCTION
AN OVERVIEW OF STRATEGIC PLANNING
Characteristics of Strategic Planning
The Purpose of Strategic Planning
Contents of a Strategic Plan
Steps of the Strategic Planning Process
DEVELOPING THE STRATEGIC MARKETING PLAN
A Suggested Outline
I. EXECUTIVE SUMMARY
II. FIRM’S MISSION STATEMENT
III. SITUATION ANALYSIS
A. Analysis of the External Environment
B. Analysis of the Firm’s Strengths and Weaknesses
C. Description of Products/Services
D. Target Markets
E. Market Potential
IV. OBJECTIVES
V. STRATEGIES
A. Overall Strategy
B. Competitive Strategies
C. Pricing, Place(Distribution), and Promotion strategies
D. Marketing and Advertising Budgets
VI. FINANCIAL IMPACT EVALUATION
A. Sales Forecast
B. Expense Forecast
VII. POTENTIAL PROBLEMS IN ACHIEVING GOALS OR OBJECTIVES AND PROPOSED SOLUTIONS
VIII. IMPLEMENTATION OR TACTICAL PLANS
IX. REVIEW AND EVALUATION SCHEDULE
X. APPENDICES
REFERENCES
APPENDIX A
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Ebook Developing a Strategic Marketing Plan for Horticultural Firms
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