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Marketing PlansPart 1,[object Object]
Marketing Plan tells you:,[object Object],What economic/business environment are you experiencing?,[object Object],What opportunities/problems are your facing?,[object Object],Who are your customers?,[object Object],Why should they buy from you?,[object Object],How will you communicate with them about your product?,[object Object],How are you going to measure your success?,[object Object]
Marketing Template,[object Object],Profile of business and SWOT,[object Object],Target customer profiles,[object Object],Marketing tactics,[object Object],Executive summary,[object Object],See pages 27-29 in the text,[object Object],Review template in Class Materials,[object Object]
Developing a SWOT,[object Object],Strengths=internal to company,[object Object],Weaknesses=internal to company,[object Object],Opportunities=in the marketplace for your company,[object Object],Threats=to your company in the marketplace,[object Object]
SWOT Analysis,[object Object]
Strengths and Weaknesses--internal,[object Object],Organizational--reputation, length of time in business, employees, sales force, leadership,[object Object],Financial--stability, sales,[object Object],Marketing--strength/diversity of customer base, market share, product/service performance, product mix,[object Object]
Opportunities and Threats--external,[object Object],Capitalize on opportunities--use current or potential capabilities,[object Object],Address threats--challenge to current market position,[object Object],Possible O or T--customers, pricing constraints, competitors, distribution issues, technology, regulations, suppliers, etc.,[object Object],Include demographic info from Census data,[object Object],Use handout to construct SWOT for your business,[object Object]
SWOT Business Research Sources U.S. Census--Population,[object Object],2000 household census (www.census.gov),[object Object],2010 census—new info coming out now,[object Object],http://factfinder.census.gov  ,[object Object],State and county quick facts,[object Object],		http://quickfacts.census.gov/qfd/index.html,[object Object]
Secondary Research Sources for Your SWOT,[object Object],Federal, State, County, local governments,[object Object],U.S. Commerce Department,[object Object],State economic development agencies,[object Object],U.S. Census (2010) for your location ,[object Object],Chamber of Commerce—local,[object Object],Local business publications/newspapers,[object Object],Trade and industry associations (for your company),[object Object],Your hometown website,[object Object]
U.S. Census-Business,[object Object],[object Object]
Business and government
Economic fact sheet
Economic fact sheet for an industry
Videos posted,[object Object]
SAMPLE SWOT,[object Object]

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YC Marketing Principles-part 1--Diane Phelps