This is a voice over PPT hightlightling how to use this Strategic Marketing Planning template by www.liberatedvision.com.au It was done by Andrew Mashman (@amashman) in Jan 2013 for use by Masters/MBA students at Charles Sturt University (CSU)
9. Customers
Dimension
Target Mkt 1
Describe
Eco Coffee heads
Demographics
Education Uni +,
Single
Geographic's
SE Seaboard Aust
Psychographics
Concern for the
environment
Behavioural
Café Life
What's Bought
fairtrade
Where do they shop
Café / Barista
Frequency
3 times per month
Value Expectations
Premium service
Price not critical
% of Market / Growth
25% Growing 10%pa
Profiles
Urban Gen y
Target Mkt 2
Target Mkt 3
10. Competitors
• Key Competitor Analysis – think from a
customers perspective – beware of substitute
products/services – use a table to capture key
parameters
Rank
Competitor
Strengths
Weaknesses
Customers
Capability
Strategy