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chapter5writingtheplancontents1、introduction2、executivesummary3、situationanalysis:assumption.sales.strategicmarket.Keyproduct.keysalesareas.4Marketobjectives5Marketstrategies6schedules7salespromotion8budgets9profitandlossaccount10controls11updateproceduresAppendix1guidelinesThewrittenplanmustbeclear,conciseandeasytoread.StarteachcompletesectiononanewpageWhenlistingkeypoints,usedoublespacingDonottrycramtoomanyfiguresontoonepage.Donotusejargonthatmaynotbeunderstoodbyallthosewhowillreceivetheplan.IntroductionThisgivesthebackgroundtotheplan,andthereasonforitspreparation,andoutlinesitspurposeanduses.For:UKsaleshavestagnated停止inrecentyears.Withtheenforcement实施ofEUdirectives指令forwatertreatment净化andsewagedisposal污水处理,theindustryiscarryingout完成amajorcapitalimprovementprogramme.增加资本改进计划itwasthereforefeltbythesalesandmarketingdirectorthatweneedtoanalysisourpositioninthemarketandprepareforgrowthtotakeadvantageoftheincreasedlevelofspending花费bytheindustry.ExecutivesummaryThesummaryshouldpresentthekeypointsoftheplaninaclearandconciseform.Itshouldnotbetoolong.Thesummaryshouldalwaysinclude:Theunderlyingassumption背景onwhichtheplanisbased;Theobjectivesoftheplan;Thetimescaleoverwhichtheplanwillbeimplemented;AlthoughourtotalsalesintheUKmarkethavefallen,ourproblemisball球阀门valvesthatwehaveonly10percentmarketshare.wecurrentlyhavemarketshareinwaterindustryof10percentforfilters过滤器and5percentforvalves.Webelievethatifeconomicconditionsremainstable,wewillbeabletoGainmarketshareintheexpandingmarket.Theobjectiveofthisplanistoachieve10percentgrowthinUKsaleinthenextthreeyears,doublingourwaterindustrymarketshareforfiltersto20percentanddoublingourmarketshareforballvalvesto10percentoftheprojectedmarketin2008UKoverallgrossmarginsfrom39percentto43percentby2008Thisplandetails详细资料howthiscanbeachievedwithaninvestment投资inpersonnelandresources,butwithoutanymajoradditionalinvestment额外投资inplant工厂andmachinery设备.situationanalysisItincludeonlythesummariesoftheexternalandinternalmarketingresearchandthekeyresultingSWOTanalysis:AssumptionsAsummaryofhistoricalandbudgetedsalesAreviewofstrategicmarketsAreviewofkeyproductAreviewofkeysalesareasituationanalysis：assumptionsThe£\SexchangeratewillremainintherangeS1.5toS1.7:£1forthenext12months;Interestrateswillnotincreasebymorethan1percentoverthenextthreeyearsInflationwillremainat3percentin20x6,risingto4percentin20x7and20x8.Companywageincreaseswillnotexceedinflationoverthenextthreeyears.situationanalysis：salesInthissectionyoushouldincludehistoricalsalesgoingbackthreeyearstogetherwithsalesforecastsforthenextthreeyears.SalesprojectionfortheUKTheEMCsalesfigures(historical\forecast)Salesarea：UKYear(£k)010203040506FiltersValvestotalsituationanalysis：StrategicmarketTheinformationcanbepresentedintwoways:1.showingthepercentageofcompanysalesintoeachmarket,2.ShowingthepercentageshareofindividualmarketsthatthecompanybelievesthatithasPresentationofsalesbystrategicmarketProduct:ballvalves05actual06ForecastIndustrysell£kMarketshare%Sell£kMarketshare%WaterPaperFoodOtherTotalsituationanalysis：KeyproductThissectionlistsyourkeyproductsanddetailstechnologicalandcommercialfactorsrelatingtothem.thiswouldincludetheresultsoftheSWOTanalysisonyourproductsandyourcompetitors’products.aswotanalysisforaproductandtheproductportfoliomatrixfortheEquipmentManufacturingCompanyareshowninfigure1and2.1-SWOTanalysisforproduct–ballvalvesSGoodrangeofsizeQualityproductSolidlybuiltWlimitedrangeofmaterialhighcost\highpriceOSourceproductfromchainDevelopnewproductTweaknessofeurocheapimportsfromAsia为公司、地区进行SWOT分析S：W：O：T：:portfoliomatrixoftheEMCtypes:Atypes:Btypes:KBALLvalvestypes:Gtypes:Smarketgrowthrate2-Relativemarketshare10%1situationanalysis：keysalesareasTheinformationcanbepresentedintabularform表格形式asintable1oringraphicalform图asfigure2/3.Salesarea1Allvaluesin￡actualforecastYear200300042005200620072008SouthNorthWaleScotlandTotaluk2-Valvessalesbyarea0102030405060708090walessouthnorthmildland东部西部北部3-Keysalesareasin20x8Scotland/n15%North30%South23%Midland36%ThekeysalesareasforvalvesalesforEMC折线图KeyobjectivestoincreaseUKsalesby10percentperyearinrealtermsforthenextthreeyearsTodoublevalvesalestothewaterindustrywithinthreeyearsToincreaseoverallgrossprofitfrom39percentto43percentby2008Strategiesmarkets2005Others25%chem33%Food7%paper12%water23%Marketingstrategies＊Youshouldindicatewhetheryouareadopting维持,developingorattackingstrategies–oramixtureofdifferenttypes.Theindividualstrategiesshouldthenbelistundertheheadings标题ofthefourmainelementofthemarketingmix:＊strategiesrelatingtoproducts＊strategiesrelatingtopricing＊strategiesrelatingtoadvertising/promotion＊strategiesrelatingtodistribution＊Products:packageproducts(ballvalveswithfilter)designnewballvalvedesignreplacementfor替代“type：s’filters.＊Pricing:discountpolicyfor“type：s”filterswillbeprogressivelywithdrawn.无销路penetrationpolicy渗透willbeadoptedwithpackagessincethesewillhelpustosellmorevalves.penetrationpolicywillbeadoptedon“type:k”filterssincethesegenera