Difference between revisions of "Marketing Plan"
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| − | == | + | ==Executive Summary== |
==[[The Challenge]]== | ==[[The Challenge]]== | ||
| − | + | ==Situation Analysis== | |
| − | == | + | ===[http://wiki.osgeo.org/index.php/OSGeo_Mission Organization Analysis]=== |
| − | ===Organization Analysis=== | ||
* Mission Statement | * Mission Statement | ||
* Vision Statement | * Vision Statement | ||
| Line 37: | Line 36: | ||
* Technological environment | * Technological environment | ||
===Business Environment [[SWOT Analysis]]=== | ===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== | ==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== | ==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== | ==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 line | ||
| + | ** Warranty | ||
| + | ** Packaging | ||
| + | * Price / Sponsoring ''(How can this be applied for OSGeo?)'' | ||
| + | ** List price | ||
| + | ** Discounts | ||
| + | ** Payment terms and financing options | ||
| + | ** Leasing options | ||
| + | * Distribution (Place) | ||
| + | ** Who are the distributors? | ||
| + | ** How do we classify them? | ||
| + | ** Where are they located? | ||
| + | ** Logistics, including transportation, warehousing... | ||
| + | * 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== | ==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. | ||
==Conclusion== | ==Conclusion== | ||
==Appendix== | ==Appendix== | ||
==Calculations of market size, commissions, profit margins, break-even analyses, etc== | ==Calculations of market size, commissions, profit margins, break-even analyses, etc== | ||
Revision as of 19:49, 25 November 2007
Deadlines and Timetable
Marketing Plan Outline
Executive Summary
The Challenge
Situation Analysis
Organization Analysis
- Mission Statement
- Vision Statement
- Value Statement
- Culture
- Strengths
- Weaknesses
- Market share
Customer 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
- Market share
Collaborators
- Developers, voluntaries, 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 line
- Warranty
- Packaging
- Price / Sponsoring (How can this be applied for OSGeo?)
- List price
- Discounts
- Payment terms and financing options
- Leasing options
- Distribution (Place)
- Who are the distributors?
- How do we classify them?
- Where are they located?
- Logistics, including transportation, warehousing...
- 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.