By John Westwood
A part of a chain of pocket courses geared toward permitting the reader to benefit a brand new ability in exactly half-hour, this article offers a pragmatic advisor to the ins-and-outs of studying, getting ready and writing a advertising plan.
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Additional info for 30 Minutes to Write a Marketing Plan (30 Minutes Series)
You should detail your existing sales structure and, if there are changes, the proposed structure for the plan. ). 3 (overleaf) illustrates some of the changes in personnel required when a company restructures its sales force. In the original structure the UK sales manager is running the sales force and distribution. The direct sales force is selling to large key accounts, while the contracting companies and distributors are selling to end-users. The existing structure lacks focus. In the new structure, the UK sales manager becomes the field sales manager.
Customer service At this stage, we are only interested in the aspects of customer service that affect distribution; in other words, the level of availability of the product to the customer. Theoretically, you want to offer your customers 100 per cent availability. In practice this is not possible, because it is necessary to find a balance between the costs and benefits involved. The costs of extra availability cannot exceed the extra revenue that will be gained as a result. 36 Distribution, Promotion and Budget In the distribution plan it is necessary to consider whether a change in marketing channels or physical distribution is necessary.
We believe that if economic conditions remain stable, we will be able to gain market share in this expanding market. Also, the packaging of our filters and valves together will give us a competitive advantage. The objective of this plan is to achieve 10 per cent growth in UK sales in real terms over the next three years, doubling our water industry market share for filters to 20 per cent and for ball valves to 10 per cent of the projected market in 19X8. In doing so, we intend to increase UK overall gross margins from 39 to 43 per cent by 19X8.
30 Minutes to Write a Marketing Plan (30 Minutes Series) by John Westwood