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Strategy is focus. Our strategy involves focusing on a specific area of expertise in which we are as strong a group as in any company anywhere in the world. We are true experts in the introduction of new technology products, especially through channels of distribution.
Acme will focus on three geographical markets; the United States, Europe, and Latin America, and in limited product segments; personal computers, software, networks, telecommunications, personal organizers, and technology integration products.
The target customer is usually a manager in a larger corporation, and occasionally an owner or president of a medium-sized corporation in a high-growth period.
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Our value proposition is high-powered extremely valuable expertise to boost major-league market entrance to new markets across international borders, at a price premium commensurate with the high value. We are not going to compete on price, we compete on quality that makes the price more than worth it.
The most critical issue is repeat business. We can't build this company on a faulty foundation; we have to have a core group of satisfied clients who come back to us on a regular basis. We can't afford to spend the capital it would take to generate new clients constantly. The repeat business costs about a tenth as much in sales and marketing as the new client.
Repeat business is built on the correct strategic mix of excellence in delivery, clear communication of promise and scope, and follow through.
Most of our competitors build on a structure that has the partners selling the jobs and new hires, bright young people without a lot of experience, delivering. We can't afford to follow that lead. We can use a staff to leverage some of the footwork and analysis work, but ultimately our work must be our own.
As indicated by the previous Target Market Forecast table,we must focus on a few thousand well-chosen potential customers in the United States, Europe, and Latin America. These few thousand high-tech manufacturing companies are the key customers for Acme. We are not after every possible potential client, we want the stronger clients that can appreciate quality.
We are focusing on vertical markets, but relatively broadly defined. Our knowledge and expertise is most valuable when applied to the market entrance phase of high-tech products to be marketed through channels in new markets -- usually across international borders -- so they need to establish new channel relationships.
We do have a strong message, a major part of which is the impression of confidence and certainty we create as we deliver that message. We have more detail below, but we can summarize here: we are experts in this topic.
We are not inexpensive. We are worth what we charge. We will save your company market and improve its market entry substantially.
More details are in the messaging table.
With our kind of consulting, branding is a slow process of word of mouth and repeat business. We do however need to use the logo on stage as much as possible in major events, and with our reports, etc. We also need to always work towards establishing ourselves as the acknowledged experts in our field.
|Target Market Messaging|
|US High Tech||Making mistakes will cost you much more than we do.|
|European High Tech||This is an investment in the future.|
|Latin America||How much does it cost to do it wrong?|
Our strategy is to focus on our main area of expertise. We have plenty of competition in international marketing and in product introduction expertise, but nobody can match us when we stay focused on introducing a high-tech product into channels in international markets.
Our tactics to make this real? First, the quality of work. Second, expertise-based marketing. Third, we rest on heavy use of the newest technologies in international communications (i.e. Internet technologies).
The diagrams show how our marketing programs map into the tactics.
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