I. Executive summary

Second, the current marketing situation analysis

1, market analysis.

2. Product status analysis.

3. Competition analysis.

4. Analysis of distribution state.

5. Macro-environmental analysis.

Third, risks and opportunities (SWOT analysis)

Four. target

Verb (abbreviation of verb) Marketing strategy formulation (STP, 4PS)

Action plan of intransitive verbs

Seven. Marketing budget

Eight, marketing control

Review of analytical structure

I. Executive summary

A brief summary of the main marketing objectives and measures aims to make the management department quickly understand the main contents of the plan and master the main points of the plan. (Case analysis can be omitted)

Second, the current marketing situation

That is, input text. It mainly provides relevant background information about the marketing status of this product, including the analysis of market, products, competition, distribution and macro-environmental conditions.

1, market conditions

List the scale of the target market, relevant data of growth, customer demand, etc.

2. Product status

List the sales price, market share, cost, expense, profit rate and other data of various products in the enterprise product portfolio in recent years.

3. Competitive situation

Identify the main competitors of the enterprise, and list the competitors' scale, target, market share, product quality, price, marketing strategy and other related characteristics, so as to understand their intentions and behaviors and judge their changing trends.

4. Distribution status

Describe the types of distribution channels selected by the company's products and their sales in various distribution channels.

5. Macro environmental conditions

This paper briefly introduces the macro environment and its main development trends, including population environment, economic environment, technical environment, political and legal environment and social and cultural environment, from which we can judge the fate of a product.

Third, risks and opportunities (SWOT analysis)

This paper systematically analyzes the main opportunities and risks faced by a product of an enterprise, the advantages and disadvantages of the enterprise and the important problems existing.

Four. target

1, financial target

That is, determine the financial return target of each strategic business unit, including investment return rate, profit rate, profit amount and other indicators. (Case analysis can be omitted)

2. Marketing objectives

Financial objectives must be transformed into marketing objectives. Marketing objectives such as: sales revenue, sales growth rate, sales volume, market share, brand awareness, distribution scope, etc.

Verb (abbreviation of verb) Marketing strategy (STP, 4PS)

1, target market selection and market positioning strategy

Define the target management market of the enterprise, that is, which market segment or segments the enterprise is prepared to serve, how to position the market and determine what kind of market image.

2. Marketing mix strategy

That is, the specific marketing strategies that the enterprise intends to adopt in its target market, such as products, channels, pricing and promotion strategies.

3. Cost strategy

Explain the marketing expenses required to implement various strategies. (Case analysis can be omitted)

Action plan of intransitive verbs

Explain the following questions: What will you do? When does it start? When will it be finished? Who will do it? How much is the charge? Wait a minute.

It can be explained by a table, which details the time schedule and expenses of marketing activities that should be implemented and completed in each period. For example, when each marketing activity starts, when it is completed, when it is checked, and how much it costs, so that the whole marketing strategy can be put into action and implemented step by step. (Case analysis can be omitted)

Seven. Marketing budget

In other words, a substantial projected income statement is listed. (Case analysis can be omitted)

Eight, marketing control

Make the marketing target and budget of planned actions on a monthly or quarterly basis, and the manager at the next higher level will evaluate the business performance of each enterprise to find out the departments that have achieved or failed to achieve the expected goals. If the department fails to complete the plan, its supervisor must explain the reasons and propose improvement measures to achieve the expected goal. (Case analysis can be omitted)

Note: the above steps are comprehensive case analysis steps, and students can learn from several main steps when doing small cases. According to the standardized steps, case analysis can help you analyze the problem more comprehensively and teach you how to analyze the case. Of course, it doesn't matter if you don't follow this step, as long as you can analyze the problem thoroughly and put forward your own strategy, there is no limit to what form you take.

A Case Study of Wal-Mart's Marketing in China

Wal-Mart, as a foreign-funded retail enterprise, has obviously accelerated its expansion in China and launched a strong challenge to the traditional wholesale market in China. At the beginning of this year, Wal-Mart obtained the long-awaited wholesale business license, so that Wal-Mart can position itself more accurately and adjust to the ideal structure.

tool edge

Wal-Mart, with its pioneering business model of cash-and-carry warehousing chain members, has made many sales achievements soon after its opening. The name "Wal-Mart" was once famous in Beijing business circle, and it was also cloned by many retailers at that time. At this point, supermarkets named after Kelon emerge one after another, which is a retail scene in China.

Record sales and cash on delivery are just one of the highlights of Wal-Mart's entry into China. At that time, a series of commercial measures opened the eyes of China's retail industry and benefited a lot.

Wal-Mart does not blindly pursue cheap land rent like other businesses, but adopts the way of purchasing land use rights. Wal-Mart believes that although the one-time investment is large and seems to increase the cost, it is actually more beneficial to investors: after the one-time investment is completed, the annual land rent will be saved, which is a good test for all investors and saves future reinvestment. In addition, the focus of Wal-Mart's investment is basically large and medium-sized cities in developing countries, and its geographical location is very promising. If the land is leased, the amount of rent is almost negotiated every year. This will inevitably consume considerable manpower, material resources and financial resources, and it is unstable; And buying land investment only needs one negotiation, saving people and effort. The appreciation of land price in the future will increase fixed assets and reduce operating costs. "Even if Wal-Mart doesn't open a shop here in the future, it won't lose money only by land transfer." A marketer who knows how Wal-Mart operates said.

Wal-Mart is a membership-based warehouse mall. Before opening the business, arduous recruitment work is needed. However, Wal-Mart's loose membership system is still welcomed by individual consumers. "Our membership system is different from other membership systems. There is no need to pay for the card here. As long as you agree to accept Wal-Mart's business model, we will issue you a membership card. If you just come to the store temporarily, it only costs two yuan to apply for a temporary card. If you buy a certain number of times, you will become our target customer. " This loose membership system is obviously very different from Wal-Mart's membership system that requires comparing photos, confirming identity and paying fees.