BAHASA INGGRIS

PEMASARAN
4- Marketing strategies
1
Review
Organizational structure
• The typically hierarchical arrangement of lines of
authority, communications, rights and duties of an
organization.
• Organizational structure determines how the roles,
power and responsibilities are assigned, controlled,
and coordinated, and how information flows between
the different levels of management
Organizational structure
• A structure depends on the organization's objectives
and strategy.
• In a centralized structure, the top layer of
management has most of the decision making power
and has tight control over departments and divisions.
• In a decentralized structure, the decision making
power is distributed and the departments and
divisions may have different degrees of
independence.
Marketing
Acronyms
Marketing
Acronyms
Marketing
Acronyms
Marketing
Acronyms
Marketing
Acronyms
2
Marketing Plan
Marketing Plan Executive Summary
• Executive summary is a short document or section of a
document produced for business purposes.
• An executive summary provides a brief overview of
marketing plan.
• In one or two pages, it describes the key results of
marketing research and provides an overview of brand
objectives, marketing goals and related activities.
• Its purpose is to outline the most important
information for short-term and long-term marketing
plans
A marketing plan executive summary has
several benefits:
• It helps to understand the needs of target audience.
• It enables to market the products to meet customers'
specific needs.
• It determines what content that should produce to
support marketing efforts.
• It describes competitive advantage and unique selling
points.
Marketing plan executive summary consist
of:
• The executive summary should cover the main parts of your marketing
plan, as well as information about your company and brand, your
products or services, the market, and your overall direction. While the
marketing plan is typically written in sections separated by subheadings,
the executive summary is usually written as a series of paragraphs, with
each paragraph focusing on one section of the marketing plan.
• In addition to your company's name, location and contact information,
include the following information in your executive summary:
• Introduction
• Your executive summary should begin with an introduction that briefly
explains what the reader can expect. It provides valuable context and
will make the subsequent points easier to understand. Briefly explain
the project, the purpose of your marketing plan and the key benefits to
potential customers. Keep the introduction simple, short and direct.
Marketing plan executive summary consist
of:
• Description of your company and team
• Briefly describe your business, including its history, structure,
customer base and sales figures. List the main people involved
with the business, including their positions and responsibilities,
their respective skills and experience, and their responsibilities
with respect to achieving your marketing goals. Include relevant
external service providers (e.g., accountants, marketing experts
and suppliers).
• Description of market factors and trends
• Describe the marketplace and industry sectors in which you sell
your products and services, and the main trends that affect
them. List the factors that influence the market, the innovations
that are taking place and the main drivers or players involved.
Marketing plan executive summary consist
of:
• Description of products or services being marketed
• Describe your products or services, and explain their key features
and benefits. Outline your products' or services' unique selling
propositions to show how they differ from or are better than
competitors' offerings.
• Description of your customer base and related marketing activities
• Describe the key aspects of your target audience, as well as how you
identify those customers. Briefly explain where you find your target
customers and how you will reach them. Outline your promotional
strategy, including its main objectives and related timelines.
Describe your key marketing priorities and how they relate to
specific business activities (e.g., entering a new market, creating
new products). Explain what methods you will use to distribute your
products or services.
Marketing plan executive summary consist
of:
• Summary of financial planning and projections
• Clearly define key financial information related to
short-term and long-term marketing activities. Provide
line-by-line budget details for individual activities and
related metrics to determine their success.
• Summary of overall objectives and related strategies
• Briefly describe the project's goals and the strategies
that will be involved in achieving those goals. Conclude
with a couple of sentences that will encourage the
reader to review your marketing plan.
Marketing plan executive summary consist
of:
• Introduction Example: This plan is presented for XYZ Company,
which sells widgets for the IT industry. We've created a new
widget for the healthcare industry, and our marketing plan will
show that we have a unique opportunity to expand into a new
market.
• Description of your company and team Example: XYZ Company
has been around since 2010 and is based in Anaheim, California.
We sell widgets for the IT industry, which are designed to
increase energy efficiency and reduce operating costs.
• Description of market factors and trends Example: There are
several large companies and a few smaller specialty companies
that sell similar widgets to the IT industry. Innovations in this
market can cause disruptions but only when they provide
significant benefits in cost savings or efficiencies..
Marketing plan executive summary consist
of:
• Description of products or services being marketed Example: We've created a new
widget for the healthcare industry, which is outside our current market. This new
product provides healthcare companies with greater efficiencies and cost savings
not currently offered by existing products. There are similar products designed for
other industries, but there are currently no widgets designed specifically for the
healthcare industry.
• Description of your customer base and related marketing activities Example: Our
target market is large healthcare companies, including hospitals, clinics and
manufacturers of healthcare devices. We plan to do a marketing campaign through
direct sales and social media marketing.
• Summary of financial planning and projections Example: Our marketing budget for
the year is $100,000, which will be spread over the following marketing activities.
• Summary of overall objectives and related strategies Example: We've developed a
marketing plan that will help us to quickly reach key stakeholders in the healthcare
industry and become the main provider of widgets to this market. We will use our
experience in selling to the IT industry to showcase the benefits of our widget
Task!
• Make an Executive summary of your business proposal/business
plan!
Thanks!
Any questions?