Transcript Developing a Business Plan

Marketing Essentials
n Chapter 35 Developing a Business Plan
Section 35.2 The Marketing Plan
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SECTION 35.2
The Marketing Plan
What You'll Learn
 How to develop a business's organization
plan
 How to provide details related to goods or
services to be offered
 How to develop a marketing plan
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SECTION 35.2
The Marketing Plan
Why It's Important
The organization and marketing section of
the business plan outlines how you plan to
organize the business. It also explains how
you will use advertising and promotional
activities to help your business grow and
prosper in the competitive marketplace.
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SECTION 35.2
The Marketing Plan
Key Terms
 job descriptions
 organization chart
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SECTION 35.2
The Marketing Plan
Organization and Marketing Plan
This section of the business plan tells how you plan to
organize the new business. It describes:
 Your current and anticipated staffing needs.
 How you plan to sell your product.
 How you intend to reach and satisfy customers
with your product.
 The details of your proposed product, including
your potential suppliers, manufacturing or selling
methods, and inventory policies.
 Your marketing plan, including pricing strategies
and promotional plans.
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SECTION 35.2
The Marketing Plan
Proposed Organization
The organization part of your business plan is
essentially a blueprint that lays the foundation
for the structure of your proposed business.
It includes:
 types of ownership
 steps in establishing your business
 personnel needs
Slide 1 of 3
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SECTION 35.2
The Marketing Plan
Proposed Organization
Types of Ownership Identify whether your
business will be a sole proprietorship,
partnership, or corporation, and your
rationale for your choice.
Steps in Establishing Your Business
These steps will depend on your form of
business organization.
Slide 2 of 3
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SECTION 35.2
The Marketing Plan
Self-Proposed Organization
Personnel Needs Identify the jobs essential for
your business to run properly. Your personnel
needs should include:
 Job descriptions that are written statements
listing the requirements of a particular job.
 An organizational chart diagram of the
various jobs and functions that are found in a
company, with lines of authority clearly shown.
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SECTION 35.2
The Marketing Plan
Business Functions
Administration
Production
Marketing
Operations
Operations
Advertising
Personnel
Purchasing
Sales
Financial
Manufacturing
Public Relations
Legal
Distribution
Service
Public Relations
Service
This table shows the typical
functions performed in most
businesses in three general
categories: administration
(running the business), production
(making the product), and
marketing (selling the product).
Choose any of the above
functions, such as purchasing.
What are two positions you would
find in this area?
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SECTION 35.2
The Marketing Plan
Proposed Good of Service
One part of your business plan should
include information on:
 the types of goods and services
you will offer
 your potential suppliers
 manufacturing plans
 inventory policies
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SECTION 35.2
The Marketing Plan
Proposed Marketing Plan
Your marketing policies describe the way you
will price and promote your product.
Pricing Policies Set a price high enough to
make a profit, but competitive enough to
attract customers.
Promotional Activities Identify ways to
reach the greatest number of potential
customers with the most economical use of
your time and money.
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35.2 ASSESSMENT
Reviewing Key Terms and Concepts
1. What elements should be included in the
proposed organization part of the business plan?
2. Why are job descriptions important?
3. What is the purpose of an organization chart?
4. What information should be included in your
proposed good or service part of the business
plan?
5. What items should be covered in the marketing
plan for a new business?
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35.2 ASSESSMENT
Thinking Critically
How could a poorly written business plan
hurt a new business venture?
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Marketing Essentials
End of Section 35.2
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