Difference between revisions of "Marketing Plan"

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=Deadlines and Timetable=
=[[Strategic Planning]]=
''Just an Idea... please tell us if these dates are viable''
* [http://wiki.osgeo.org/index.php/OSGeo_Mission Mission, Vision and Values - '''Organization Analysis'''] - ''Deadline 2007.12.10''
* [[SWOT Analysis]] - ''Deadline 2007.12.10''
=Marketing Plan Outline=
=[[Marketing Plan Outline]]=
This is and outline, any one can modify it, please help to improve this.
==Executive Summary==
=[[KPI's and AWStats data]]=
Last thing to be done
=Things to work on=
==[[The Challenge]]==
* [http://wiki.osgeo.org/index.php/OSGeo_Mission Mission, Vision and Values - '''Organization Analysis''']
* [[SWOT Analysis]]
* What are OSGeo's [http://wiki.osgeo.org/index.php/OSGeo_Mission#Goals Goals]  and how to achieve them.
==Situation Analysis==
===[http://wiki.osgeo.org/index.php/OSGeo_Mission Organization Analysis]===
* [http://wiki.osgeo.org/index.php/OSGeo_Mission#Goals Mission Statement]
* [http://wiki.osgeo.org/index.php/OSGeo_Mission#Vision Vision Statement]
* [http://wiki.osgeo.org/index.php/OSGeo_Mission#Values 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
* Developers, voluntaries, employees, etc.
===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
** 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.
==Calculations of market size, commissions, profit margins, break-even analyses, etc==

Latest revision as of 01:47, 21 February 2008