Market development plan and planning plan

Plan the long-term, stable and sustainable market development, thereby enhancing the company's core competitiveness and risk resistance. How to plan a market development plan? The following is a sample of a market development plan. Welcome to read it. Market development plan sample article 1

Market development work is a task that every enterprise needs to continue to carry out in the development process. For marketing managers who are responsible for market development work, market development plans make them more effective in the market. The first problem that needs to be faced in development work is that a good market development plan can not only stabilize the business personnel team and encourage dealers' enthusiasm, but also obtain support from the company's policy resources, personnel and many other aspects, making the market development work easier. Get twice the result with half the effort. So what content should a good market development plan include? Where to start?

1. The plan must have a clear purpose

We say: A teacher has a good reputation? The initiators of wars often give a high-sounding reason when launching a war so that people can accept and understand it. At the same time, they put forward their own purposes under the cover of this name so that the executors have goals. Moving forward, the development of a market also requires engineers to produce a clear statement. The so-called clear statement is to clarify the purpose of your market development. Only when this purpose is clear can you test your team. What do you want to do with the decision-maker and what is your purpose?

What is the significance? Only under this premise can you obtain the support of the decision-maker and win the understanding and cooperation of the team. Therefore, for a market development plan Let's talk about clarifying the purpose of market development at the beginning. This is a top priority.

2. The plan must clearly reflect the characteristics of the market

Only when the purpose of a market development plan is clear and the characteristics or characteristics of the market are found, can it be effective in the development of the market. It has guiding significance. Only such a plan can give decision-makers a general understanding of the market you want to develop. It is also a prerequisite for you to obtain resources, because whether it is a new market or an old market, each market has its own characteristics. The characteristics and differences of new markets require a new understanding of the market because they have not been understood in the past. However, for an old market, various situations are quietly changing over time. Past experience It may become an obstacle in the later stage, which requires a new look and understanding of the old market. Therefore, we must master first-hand information through market surveys and have a perceptual understanding and understanding of the overall market situation. This is what we are doing. The first thing to be done on the eve of market development is to have a correct understanding of the market and its characteristics. When conducting market research, we must investigate from the following aspects. The first is to investigate the overall market environment and understand the market population capacity. , education level, age structure, local economic characteristics and other major indicators to determine our buyers. The second is to investigate the economic environment to understand the consumption capacity and level of the overall market, providing a basis for later market target determination. Third, investigate the humanistic environment, understand consumers’ consumption motivations, characteristics and other related indicators, and find our consumers. Finally, investigate retail channels and retail formats to understand where the mainstream market is and determine the direction of our market’s later attack. Of course, as for the investigation of other market conditions, we can increase or decrease the content of the investigation according to our own situation and product characteristics. Through this kind of investigation, we will have a clear understanding of the market, find the characteristics of the market to be developed through analysis, and find breakthrough points and shortcuts for later work.

3. The plan should objectively reflect the market situation and find market entry opportunities

4. The plan should clarify the competitors and find out the analysis of the competitors' strengths and weaknesses

Not all competing products are our competitors in the market. Only competing products that are comparable to ours and close in category are our real opponents. Therefore, choosing or finding competitors requires market competition. After considering and screening the products, we may eventually find one or two or three competitors. When there are two or three competitors, we need to focus on the opponents again and find the most competitive product to become our opponent. , only by finding competitors can we find the goal to surpass, so that the market development work can be well-targeted. After selecting a competitor, what we still need to do is to have a clear understanding of the opponent, conduct a comprehensive analysis of the opponent, and understand the opponent's strengths, weaknesses, opportunities we can exploit, and what the opponent's hands bring to us. To threaten us, only by doing these two things can our opponents be completely exposed to us, the market plan can be targeted, and the post-market development work can avoid the real and attack the weak.

5. The plan must face up to its own strengths and weaknesses

It is often the most difficult to correctly understand oneself. Either you think too highly of yourself and the market development plan cannot be implemented and the market development plan is in vain, or you underestimate yourself and belittle yourself. Causes unnecessary waste of resources. Therefore, when making a market plan, every marketing manager must have a thorough understanding of the company's situation and face up to its own strengths and weaknesses in order to formulate an implementation plan that suits itself in the market development work or in the market development plan. , use strengths and avoid weaknesses to give full play to advantages and defeat the enemy.

6. The plan should clarify the principles of market development

The development of a market requires a detailed idea throughout the entire process of market development to guide the market development work on the established track. The development principles of a market development plan can be said to be the guiding ideology of later market development work. This principle proposes that it should not only conform to the current situation of the market but also have forward-looking guidance for later work. Therefore, it is of great significance to the market development plan. According to the book, the principles of market development not only solve the problem of a market development idea, but are also an important factor in keeping a team consistent in the direction of market development. Only under the premise of determining the principles can understanding be consistent and methods more effective. play a role. Market Development Plan Sample 2

Hunan Province is a large province with a profound cultural heritage that places equal emphasis on agriculture and industry. The province has 13 prefecture-level cities, 1 autonomous prefecture, and 122 counties and cities. , with a total area of ??211,800 square kilometers and a total population of 66.97 million.

In terms of consumption: Hunan is a consumption-oriented province. With the development of the economy, the income of urban and rural residents has increased significantly, and the per capita income has increased steadily. With its consumption power constantly improving, it is a province that consumes a lot of clothing. According to statistics from relevant clothing associations in recent years, the annual clothing sales in Hunan Province are about 25 billion yuan.

From a geographical point of view: Hunan is adjacent to the Yangtze River in the north, facing Hubei across the river, and has access to the river and the sea. The open development zone of the middle and lower reaches of the Yangtze River; it borders Guangdong and Guangxi to the south; it is close to the coastal open zone and Hong Kong and Macao; it borders Jiangxi to the east and Chongqing and Guizhou to the west. It is located between the South China Coastal Open Zone and the Yangtze River Basin Open Zone. It has a superior geographical location , brand promotion in its area can directly and indirectly radiate and influence surrounding areas.

From a government perspective: the government is increasing investment and construction of trade and transportation infrastructure, and is gradually improving Various supporting facilities and create a good investment environment.

This also drives the development of the sales market, and from another perspective also increases the purchasing power of people at all levels.

Analysis from the perspective of clothing consumption:

1. The price is 200 yuan. To 800 yuan is suitable for the consumption level of the Hunan market.

2. SWOT analysis of the clothing market:

Advantages: Zhuzhou, Hunan? As a famous industrial city and transportation hub in Central (South) China , whether from south to north, or from east to west, they always meet in the city of Zhuzhou. Zhuzhou is a city that tourists cannot avoid. Zhuzhou is also one of the top ten clothing wholesale and retail markets in China. It has a unique position in the clothing industry. It has a certain influence. The entire market radiates to 14 provinces, with annual sales of more than 20 billion. It is the first choice for all clothing brand expansion agents. It is easier for new brands to integrate into the market faster here.

Disadvantages: The development of Hunan's clothing market is reaching a mature stage, and various brands are flocking to it, which may lead to excess consumption.

Opportunities: Look at the Hunan market from various angles and levels. It is a good investment area, and all clothing companies are looking for opportunities to enter this golden area, so that they can integrate into the market faster and enter and develop early.

Crisis: 1. Triggered by the gathering of various brands

2. The homogeneity of products is becoming more and more serious.

This tests our company’s vision in choosing agents and urges the company to continue to Products are being updated, forcing companies and agents to adopt effective operating methods in order to win in the Hunan market.

Considering the various situations in the Hunan market, we must be cautious when choosing agents. For consideration and review, you must have the following advantages:

1. Have the ability to be close to the market. The agent has been engaged in clothing for a long time, has established a good customer base in the clothing field, and has its own sales network. Have more strength and ability to develop and promote the company's products and brands.

2. Market awareness: Have a clearer understanding of the Hunan market and a more objective understanding of clothing sales.

3. Funding: Have relatively strong financial backing to prepare for the company’s products to bloom all over Hunan.

4. Have the ability to build brands and promote. Have many years of clothing operation foundation and be able to Integrate a set of effective operating experience and models suitable for the Hunan market.

1. Methods to expand regional markets:

1. Use original customer information resources to expand

2. Go to the local area for on-site expansion

3. Expand by publishing information online;

4. Use clothing exhibitions to expand business;

5. Expand through mass text messages through the media;

6. Others

2. Market division

Establish a center in Hunan Province with Zhuzhou as the center , quickly penetrated into border cities, and gradually formed a marketing network with Changsha, Xiangtan, Hengyang and other areas as auxiliary centers.

? If you want to dominate the market, first compete for terminals? This has become a top priority in today's market competition. Logical motto. As the provincial capital city, Changsha has wide coverage and communication influence. It is recommended that it be the first choice for self-operated management areas of agents, directly facing the sales terminals.

Improve the image of the brand in attracting investment, and also facilitate interested sales terminal customers to conduct on-site inspections of the brand, and promote publicity and promotion for other regions.

3. Marketing objectives

1. In the first year, the number of agent-operated stores has grown to 1-2, and the number of franchised customers has grown to 8-10. Sales have reached 1.5 million to 2 million.

2. In the second year, the number of self-operated stores by agents has increased to 1-2, and franchise customers have grown to 8-10. The number of operating stores has grown to 3-4, and the number of franchised customers has grown to 18-25. Sales have reached 3 million to 5 million.

3. In the third year, the number of agent-operated stores has grown to 5, and the number of franchised customers has increased to 5. Developed 40 customers. Sales exceeded 10 million.

?

Summary:

Build the best brand, strive for the highest efficiency, focus on goals, and focus on the Zhuzhou market As a logistics deployment center, it covers the entire province of Hunan and even affects the entire Central China market. Achieve global common wealth. Market Development Plan Sample 3

Overview of cities in East China

East China Regions covered: Shandong Province, Zhejiang Province, Jiangsu Province, Anhui Province, Jiangxi Province, Fujian Province, Shanghai Municipality

Top cities for furniture sales: Jinan, Qingdao, Yantai/Weihai, Hefei, Nanjing, Nanchang , Suzhou, Wuxi, Wenzhou, Shanghai, Hangzhou, Ningbo, Fuzhou, Xiamen

The store opening in East China Market looks like the following

1. Street store (flagship store) 2. Provincial capital, city The top two well-known shopping malls in furniture sales in first-class cities 3. Joint operation method

Distribution of furniture stores in East China cities

Jinan Ginza Furniture City Celebrity Furniture City East Asia Furniture City

Qingdao Haibo Furniture City Fulma Furniture City Meiyijia Furniture City

Yantai/Weihai Zaoyuan Furniture City Le'an Juling Fangyuan

Hefei Zhongzhou Furniture City, Te Ermei Furniture Mall, Red Star Macalline

Nanjing? Red Star Furniture City, Yuexing Furniture City, Gaoli Furniture City, Jinsheng International Furniture

Nanchang? Jingdong Luding Ouyada Xiangjiang Furniture City

Suzhou? Jinhaima, Suzhou Mall, East China Decoration City, Likou Huihailong Jinliyuan Milan Furniture City

Wuxi? Yuexing Furniture Mall, Red Star Furniture City Wuxi Mall

Wenzhou? Xintiandi Shopping Mall, Wenzhou Furniture City (International Hall and General Hall) Guangdong Furniture City Wenzhou European Furniture City

Shanghai? Hongqiao Jisheng Weibang, Shengyuan Dadi, Yuexing, Red Star Macalline

Hangzhou? Sixth Space, Jisheng Weibang, Heping Furniture Mall, Modern Mall Yongxin Furniture City Jisheng Weibang Huakang Furniture City

Ningbo? Ningbo Erbai, Modern Mall, Yongxin Furniture City, Jisheng Weibang

Fuzhou? Asia Furniture City, Zhongtingmei Furniture City

Xiamen? Xiamen Guangmingshen Furniture City, Asia Xinde Furniture City, SM City Plaza

Market Expansion implementation steps:

1. Selection of location for office establishment;

In view of the particularity of market development in East China, it is recommended to set up an office in Shanghai, mainly for the office of market development business personnel The venue serves as a reception place for liaison and business negotiation with external business; it can also serve as a docking point for future dealer store maintenance in East China. (If the store develops quickly, it is recommended that the office be set up as a branch or company distribution, equipped with personnel personnel, designers, training personnel, jewelry display designers, and operations departments. At the same time, you can also consider equipping a cargo yard for product transfer); in order to cooperate When setting up an office in Shanghai, when expanding the market in East China, you should first consider opening self-operated stores or dealers in Shanghai so that you can inspect and implement controls in surrounding cities.

2. Market expansion implementation process

In view of the distribution status of East China market cities, the focus of the preliminary market expansion work will be on Shanghai, Hangzhou, Ningbo, Xiamen, Wenzhou, Suzhou, Jinan, Several representative cities in Hefei. Select the top two furniture sales malls as a prerequisite for selecting dealer stores. Try to choose dealers with street properties and strive to win the above cities with the top consumption power by the end of 2007; in 2008, we will Focusing on the exclusive sales points in the above major regions, we will implement deployment and control of other surrounding cities; that is to say, before the Spring Festival in 2008, we must complete the layout of all first-level cities in East China that are suitable for the sales of American furniture; in 2009, we will complete the layout of second-level cities or Individual county-level cities will launch market expansion plans until all cities in East China suitable for the company's product sales are completed; it is estimated that by 2010, the number of specialty stores in the region may exceed 25.

At the same time, in 2009, the products will be adjusted according to the needs of market expansion and development; or a new series of new brand products will be launched to satisfy individual dealers who were unable to catch up with the first round of store openings. With the help of the store sales reputation and image effect of the dealers who opened the first round of stores, the second round of market development for new products or new brands will be carried out.

Dealer development channels

1. Contact the local furniture stores with the highest sales visibility through business personnel. The main targets are: 1. Those who are engaged in agency operation of other brands. 2. Self-employed individuals who have a store location and want to switch to other furniture styles; 3. Dealers whose furniture sales agency contracts have expired; 4. Dealers who want to operate furniture brands as agents in other shopping malls or favorable street locations5 , companies or self-employed individuals with engineering channels and exhibition hall locations.

2. Contact customers through phone calls or sending information through previous customer resources; or find customers through recommendations from friends in the industry, information provision, etc. Or directly poach dealers who deal in other brands of furniture.

3. Candidates for some major dealers: Shanghai Dong Lizhong, Yang Yazhong, Suzhou Zhu Cailong, Ren Junhua, etc., Nanjing Pan Min, etc., Hangzhou Huang Hong, etc., Jinan Qin Liqiang, etc., Qingdao Zhang Xiaolin, etc., Wenzhou Wang Dongsheng, etc. etc., and use the influence of these large dealers in the industry and furniture channel sales capabilities to quickly establish lifestyle stores and brand stores in the local and entire East China markets to increase the market share of the products in the shortest possible time. Market development plan sample article 4

1: Current status of the industry

The current underwear industry has formed foreign brands represented by Triumph, Amlife and Ordifen; Manifen, Carrie, The competitive landscape of the southern brands represented by Orinon, Meisi and Yizini, the Jiangsu and Zhejiang brands represented by Shuihua, and the northern brands represented by Aimu and Sanfulan. Because foreign brands have been in China for several years and have understood the habits of Chinese consumers, they have transformed from cultivating the market to guiding the market. They have cultivated a group of loyal consumer groups, occupying the high-end consumer market and occupying a lot of market share. Data from China's authoritative departments predict that in the next few years, China's underwear market potential will reach 500 billion yuan and grow at a rate of more than 20% per year. The market potential is very large, and every company wants to get a share of this large market share (no brand has a market share of 3 yet). They will definitely try their best to reform their sales strategies or win the market by reducing profits, so the competition will be very fierce. But the future trend is to use brand building to drive the market. Therefore, the future road to enterprise development is the road to brand building.

2: Current situation of the company

1. The company is an enterprise that has transformed from export sales to domestic sales, and its leading products are OEM production. The company is a typical R&D, design and marketing company.

2. Brand positioning is between the first and second lines.

Three: Marketing objectives

1. Strengthen the Guangdong market and expand the national market within one year.

2. There are more than 10 agents nationwide, more than 200 franchise stores, and annual sales of more than 20 million.

Four: Marketing Team

The marketing department is composed of: Guangdong Marketing Department (manager, business, market supervision and training), Out of Province Marketing Department (manager, regional manager, business and supervision) , Customer Service Department, Brand Promotion Department.

Five: Channel Construction

Channel construction is also the most critical step in the success of market development. In the company's development stage, it should start from key regional markets and avoid overwhelmingly spreading products to In the market, once there is some kind of problem, it will be too late to close. Start operating in the regional market first, and you can use points to lead the area, and use the strong to lead the weak. You can’t rush when building a brand, especially underwear brands, you have to do it step by step and work steadily.

1. Layout

The market cannot be developed blindly (just like a war, it cannot be carried out in an all-round way without focus). The market should be divided into: key markets, potential markets, and attention markets (based on market economy) as the main basis).

The national market is divided into six major regions: Guangdong market, South China market (focusing on Fujian), Central China market (focusing on Wuhan and Shanghai), Southwest market (focusing on Sichuan), and North China market (focusing on Shaanxi), Northeastern market (focusing on Liaoning and Beijing). Shanghai and Beijing are special markets and should be treated with caution.

2. Merchants----provincial (prefecture) level agents-----terminals

The company should first spare no effort to develop key markets in each region (if it cannot be found temporarily Provincial agents can also be regional agents) and use this as the center to expand the national market.

3. Company----Terminal

For the Guangdong market, potential market and focus market, you can first develop single stores or chain franchisees, but you must have relatively high requirements. Establish your own brand image for this market, and if possible, guide it to grow into provincial and municipal agents.

4. Self-operated terminals

Having self-operated terminals (especially in the ** market) in the initial stage will allow companies to have more information resources and establish a brand image. It is helpful to grasp the most direct customer needs and the link to contact customers, find the differences in the market, and adjust product direction and marketing strategies in a timely manner. Direct sales terminals do not need to be large in number, but they must be precise, representative, in line with the market positioning of your own products, and able to reflect your own brand characteristics.

5. Establish branches and offices

For key markets, you can consider setting up branches and offices (focusing on self-operated shopping malls in key markets), but there must be Selectivity, opening branches and offices everywhere from the beginning. If the management of branches and offices is not in place, investment and inventory risks will be greatly increased. Once the branch fails to open up the market, the market becomes a dead end, and it will be very difficult to switch to other business models.

6. Market tracking of business personnel

Each district manager and regional manager are required to make long-term business trips to various markets to conduct market surveys (local humanistic environment, investment environment, brand competition status and relevant information) Influential large shopping malls, etc.), mastering potential customer information (in preparation for sending invitations to investment promotion events such as investment fairs and trade fairs), and developing the best customers (the best customers are not just how big and how many outlets they have now) It depends on how much money and energy he currently invests in operating his own brand, which is also called loyalty).

Six: Investment policies

Investment policies must be innovative, attractive and operable. Make dealers excited.

1. Low discounts

Many second-tier brands in the industry generally offer 3.2--32% off, and exclusive products offer 4.5% off. We should attract investment at 3.0% off, and agents can offer 4.2% off (30% off). The high profits allow them to see the good money prospects, allowing them to join and desperately promote their own brands while also being competitive in joining exclusive franchise stores).

2. Large amount of advertising support and high rebates

Many second-tier brands in the industry generally provide advertising support of half and half to the manufacturer, and the advertising fee is based on goods, and the intensity is not enough.

A. We verbally stated that merchants must enter our designated shopping malls within a certain period of time (to increase brand value) and pay half and half of the entry fees (we are building brands in a real and responsible manner)

B. The first batch of purchasers with a purchase amount of 200,000 yuan will be provided with 40,000 yuan of advertising support (the company is responsible for the selection and release of advertising formats).

C. Those who achieve annual sales of 1 million will receive a rebate of 7, those who achieve 1.5 million (supply price) will receive a 10 rebate (in cash), etc.

3. High exchange rate

The general exchange rate for brands is that products that are not replenished within 45 days can be exchanged for 100, and products that are replenished will not be exchanged. We can stipulate that customers in key markets will not be able to exchange special products within 100 days regardless of whether there is replenishment or not. (If the product does not sell well, we can offer special prices at any time)

4. The above methods are limited to the first year of cooperation.

VII: Advertising

Advertising is one of the most direct ways to build a brand. Through newspapers, magazines, Internet media, television, radio media, POP posters, leaflets and other publicity carriers, the company's image is displayed to the public, which can directly attract the attention of franchisees and consumers everywhere to expand the market. In specific operations, the media selected should also be different for each regional market, especially the cost-effectiveness of the media.

1. Image construction of specialty stores

A unified and high-quality specialty store image can bring strong visual impact to consumers and create deep memories to enhance the brand. added value. This aspect requires strict control over the design of the image of your own store.

2. Tour performance (underwear show)

Use tour performance (underwear show) to attract the attention of the media and consumers. On the one hand, companies display the fashionability of their brands and promote The trend of underwear fashion, on the other hand, plays a vital role in promoting your own brand building and investment promotion. Because the news value of fashion trends will attract traditional media and online media from all over the country to report on it. It has the effect of free advertising for enterprises without spending any money. Improve efficiency for market development.