(1) Market analysis: Understand the size of the whole market and compare it with the enemy. The market analysis includes the following 13 items: (1) the overall product scale of the current market. (2) Comparative analysis of sales volume of competitive brands. (3) Comparative analysis of market share of competitive brands. (4) Consumers' age, gender, occupation, education level and income. Analysis on the market target of family structure. (5) Comparative analysis of advantages and disadvantages of competitive brand products. (6) Comparative analysis of market regions and product positioning of competitive brands. (7) Comparative analysis of advertising expenses and advertising effects of competitive brands. (8) Comparative analysis of promotional activities of competitive brands. (9) Comparative analysis of public relations activities of competitive brands. (10) Comparative analysis of pricing strategies of competitive brands. (1 1) Comparative analysis of sales channels of competitive brands. (12) Analysis of financial gains and losses of the company's products in recent years. (13) Comparative analysis of the advantages and disadvantages of the company's products and competitive brands. (2) The text of the master marketing plan consists of seven items. Now explain it briefly. (65438+) Before making a plan, the planner should have in-depth and detailed communication with the top management of the company on the company's future business policies and strategies to determine the company's main policies. Both parties should discuss the following details: 1. Determine the target market and product positioning. 2. Whether the sales target is to expand market share or pursue profit. 3. Formulate the price policy. 4. Determine the sales method. 5. Advertising performance and advertising budget. 6. Focus and principles of promotional activities. 7. Focus and principles of public relations activities. (2) The sales target of the enterprise's products The so-called sales target refers to the various products of the enterprise in a certain period of time (usually one).