7.

0 MARKETING PLAN

7.1 Product or service description

You need to describe clearly the product or service that is offered to the customers. It should
be noted that a good product or service must have the ability to fulfill the needs and wants of
the target customer.

The name of the products/services:

Main Features of the products/services;

Details of The products

Differentiation

7.2 Target market

Identify your target market …

The target market:

Other group of consumers:

7.3 Market size

The size of a particular market needs to be estimated so that the business can then estimate its
own market share. Subsequently, these estimates are to be used in forecasting sales for the
business. Usually the market size estimation is done in the form of units of goods or sales.

7.4 Competition

A good analysis on competition needs to list the main competitors and their respective strengths
and weaknesses. This analysis will help the business formulate a suitable strategy to deal with
the expected competition.

 Name of competitor and their products:

 Strengths and weaknesses of the competitors:

 Strengths and weaknesses of your products:

7.5 Market share

The market share is estimated as a percentage of the market size. This estimation is made
based on the company’s strengths and weaknesses compares with its competitors.

 Total market share: (Main target group and other target groups)

 Competitors’ market share:

 The target market share:

7.6 Marketing objectives

State the marketing objectives; make sure that they are measurable.

1. To achieve sales target of RM1.98 million in the first year and RM8.5
million in three years

2. To promote the sell of the mathematic CD up to 132,500 units in

three years

3. To capture 20% market share of standard two pupils.

7.7 Sales forecast

The sales forecast is done for at least the first year of the business and can be extended to
cover sales for the second and third years as well. Sales forecast for the first year is done on a
monthly basis whereas 2nd and 3rd years sales forecast are yearly basis estimates.

Identify sales per unit:

Market share

Determine sales volume based on the target market share:

Determine sales forecast in RM:

Year Month Sales forecast (RM)

The sales forecast can also be itemized.

7.8 Marketing strategy

Identify your marketing strategies:

Product strategies:

One unit of CD: ___________________

Package: _________________________

Optional product: Books on __________________.

Price strategies:

Promotion strategies:

Electronic advertisement: _________________________________

Print advertisement: ____________________________________

Exhibitions in schools: ____________________________________

Sales promotion: 5 CDs free one: __________________________

Trial period: __________________________________

Distribution channel strategies:

Specific outlets: _______________________________

Kiosk: _______________________________

Direct orders: _________________________

Part-time sales agent at schools: __________________

Websites: xxxx
Facebook: ----
 7.9 Marketing budget

The marketing plan also needs a budget for fixed cost, monthly expenses and all other expenses.

Fixed cost; e.g. The purchase of a van

Monthly marketing expenses; e.g. promotion cost, marketing staff remuneration and vehicle tax.

Other expenses; e.g. vehicle insurance.

Item Fixed assets Monthly expenses Other expenses

expenses
Van 80000.00
Promotion 50000.00
Vehicle insurance 2500.00
Business card 1000.00
Pamphlets 15000.00
Catalogues 15000.00
Gifts 20000.00
Traveling expenses 30000.00
Remuneration 18000.00
Kiosk rental 3000.00