Sample Marketing Plan 2.0 Current Market Position

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• only does kitchen projects • not answering emails and minimal contact with staff during working hours • no website • lack of fully qualified staff • high overheads with large showroom on a main road Opportunities • potential to do bathrooms and laundries • vacant premises next door for expansion • new housing development in their area - may get contract with builder to do kitchens Threats • new car sales yard in area • increased number of DIYs and supported through home TV shows and magazines • disgruntled ex-employee suing for unfair dismissal 5.0 Assumptions It isn’t possible to accurately predict every possible threat and opportunity. However, with careful research and consideration, you can predict likely changes and prepare for their impact. By listing certain assumptions in your plan, it will be easy to see when the plan needs updating. For instance, if you assume Balwyn Kitchens won’t move into bathroom renovations and later they do, you can change the plan to allow for that competition. Example This plan is based on the following assumptions: • Balwyn Kitchens only offer kitchen renovations • interest rates remain fairly low and steady • the website won’t require much maintenance once it is created • West Homes won’t expand into the East • materials and equipment costs don’t change much 6.0 Objectives Your marketing objectives should be based on understanding your strengths and weaknesses and the business environment you operate in. They should also be linked to your overall business strategy. Marketing objectives don't just involve trying to make more sales. Your objectives can be about creating awareness, developing interest, motivating people to trial your business or getting clients to return to you. You may have more than one objective, but if so, make sure that they are consistent with each other. If the objectives aren't well suited, you may want to change one or perhaps delay one until you have achieved the first. Remember to make your objectives SMART (Specific, Measurable, Attainable, Realistic, Tangible). Make your objectives with high targets as they can be broken into action tasks in the Action Plan sections of the plan. 8
6.1 Sales Example Over the next 12 months, Canterbury Renovations will undertake: • 25 renovation jobs valued at $12,000 each • include built-in equipment in 12 jobs 6.2 Revenue Example Over the next 12 months, Canterbury Renovations will: • generate $300,00 in sales • have a working capital of $41,000 by the end of April 6.3 Customer Base Example Over the next 12 months, Canterbury Renovations will: • have served 30 new clients • have quoted a further 200 clients • completed projects of $10,000 plus for 50% of clients 6.4 Ansoff’s Matrix Ansoff’s matrix is a useful tool for identifying your marketing objectives. Ansoff identified four possible courses of action for your business: • sell existing products to existing markets (safest option) • extend existing products to new markets • develop new products for existing markets • develop new products for new markets (most risky option) Marketing objectives should be about products and markets only. Example The Ansoff’s Matrix doesn’t apply to Canterbury Renovations as they are a service based business. 7.0 Strategy A strategy statement outlines how you will achieve the marketing objectives. 7.1 Strategy Introduction The introduction of the strategy statement is a summary of the main strategies outlined in this section, so it’s easiest to write once you’ve completed the strategy. Ideally you will use your SWOT analysis and statements of Key Issues and Opportunities to help you choose the market segments in which you will compete, and determine how to 9
Page 1 and 2: Sample Marketing Plan The sample pl
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Sample Marketing Plan 2.0 Current Market Position

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