Transcript 2015 August - Analogy of a Marketing Plan - APICS

Joint District Meeting and Volunteer
Leadership Workshop
Pacific Western District and
Southwest District
Anatomy of a Marketing Plan
August 8 2015
Main Steps of a Marketing Plan
1. Create a Marketing Plan
2. Implement a Marketing Plan
3. Evaluate Success/Failure of Marketing Plan
Create a Marketing Plan
Define
Product/Ser
vice and
Customer
Resources
and
Research
Determine
How to
Measure
Success
Define Product or Service,
Goals, Resources, Timing
APICS Learn It APP - Google Play
Created in 2013
1 version Upgrade Oct 29 2013
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 5,000+ Downloads in Aug 2014
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Created in 2013
1 version Upgrade Oct 29 2013
10,000-50,000 Downloads
 5,000+ Downloads in Aug 2014
Marketing Plan Goals
 SWOT Analysis
 Financial Analysis
 Corporate Strategic Plan for 2-5 years
 Financial Numbers
 Mergers and Acquisitions
 Human Resources
 Target Customer
Research! Research! Research!
 Current Corporate IT Environment
 Evaluate Competition
 Self Evaluation
 Direct Competitors
 LSCMS, Pocket Prep Inc. (CPIM,CSCP), Slickrock (SCM, CSCP)
 Indirect Competitors
 Webster’s
 Compare Features
 Financial Numbers
 Mergers and Acquisitions
 Human Resources
Define and Leverage Partners
 APICS District and Corporate Resources
 APICS Chapter resources
 Local businesses and chapter sponsors
 Local Colleges and Universities
 Community businesses, training organizations
Evaluate Current Product Service
 Review and document online
customer feedback
 Compare Learn It to
competition
 Evaluate prior marketing
plan objectives
 Survey current/future
customers for requested
changes
 Update APICS Corporate site for
Retail and eCommerce.
Implement a Marketing
Plan
Implementation Steps
 Strategy
 How many ways will you reach customers?
 Budget
 Cost for phased implementation.
 Timeline
 Very Definite steps
 Action/Owners
 Create continuous Sr. Management support
structure
 Specify measurable results and review process
Marketing Tools
 Email
 Promotional options
 Video and Web
 Social networking
 SMS texting
Marketing Tools
Marketing Tools
Marketing Tools
Marketing Tools
 LinkedIn is largest
professional network
 LinkedIn adds 2
people every second
 LinkedIn is 21st Century
tool for media,
partnerships, and clients.
Evaluate Success/Failure
of Marketing Plan
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Top Reasons Marketing Plans Fail
 Creating a plan just to have one.
 Lack of commitment by Senior Managers.
 Creating a plan and putting it on the shelf.
 Lack of Action.
Top Reasons Marketing Plans Fail
 Unwillingness or inability to change.
 No Accountability or follow-through.
 Unrealistic goals or lack of focus or resources.
Top Reasons Marketing Plans Succeed
 Accountability
 Tracking project deadlines and results
 Rewards and consequences for performance
 Dashboards for showing project results
Top Reasons Marketing Plans Succeed
 Resource availability
 Resource skills match expertise required
 Sr. Management commitment to project success
 Empowerment
Learn It App Marketing Strategy
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Create marketing plan
SWOT analysis
Define target market
Product development
Branding vs marketing
Pricing
Marketing recruitment and management
Product launch
Cost-effective marketing
Marketing Plans Free Online
 Marketing plan for new or existing project
 Sample Marketing Plans
 Multiple categories
 Marketing Donut – UK generic marketing plan
 Descriptions with steps
Contact Information
Larry Jones
APICS Tucson - VP Marketing
[email protected]
(520) 369-2339