Difference between revisions of "Marketing Plan"
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=Deadlines and Timetable= | =Deadlines and Timetable= | ||
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| − | * [http://wiki.osgeo.org/index.php/OSGeo_Mission Mission, Vision and Values - '''Organization Analysis'''] | + | * [http://wiki.osgeo.org/index.php/OSGeo_Mission Mission, Vision and Values - '''Organization Analysis'''] |
| − | * [[SWOT Analysis]] | + | * [[SWOT Analysis]] |
=Marketing Plan Outline= | =Marketing Plan Outline= | ||
Revision as of 14:28, 5 December 2007
Deadlines and Timetable
Marketing Plan Outline
This is and outline, any one can modify it, please help to improve this.
Executive Summary
Last thing to be done
The Challenge
- What are OSGeo's Goals and how to achieve them.
Situation Analysis
Organization Analysis
- Mission Statement
- Vision Statement
- Value Statement
- Culture
- Strengths
- Weaknesses
Target Analysis
- How many?
- Who are they?
- What drives them to OSGeo?
- What areas of OSGeo are more atractive to the largest number of people?
Competitor Analysis
- What is a competitor for OSGeo?
- Who are they?
- Where are we in relation to them?
- Strengths
- Weaknesses
Collaborators
- Developers, volunteers, employees, etc.
Climate
Macro-environmental PEST analysis
- Political and legal environment
- Economic environment
- Social and cultural environment
- Technological environment
Business Environment SWOT Analysis
A SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of the environment around OSGeo. To complete this it is important to organize the environmental factors as follows:
- OSGeo's internal attributes (classified as strengths and weaknesses).
- OSGeo's external environment (presents opportunities and threats).
Market Segmentation
Divide OSGeo's markets as follows:
- Segment 1
- Description
- Percent of the market
- Characteristics of this segment (What their interests in OSGeo are)
- How they use OSGeo
- Support requirements (How can they be stimulated)
- How to reach them
- Segment 2
- Same as segment 1
Alternative Marketing Strategies
A place to discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.
Selected Marketing Strategy
Discuss why the strategy was selected, list the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.
- Product
- Brand name
- Quality
- Scope of product
- Packaging
- Price / Sponsoring (How can this be applied for OSGeo?)
- Distribution (Place)
- Who are the distributors?
- How do we classify them?
- Where are they located?
- Promotion
- Advertising, including how much and which media
- Public relations
- Promotional programs
- Budget; determine break-even point for any additional spending
- Projected results of the promotional programs
Short & Long-Term Projections
The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.