Plan de markenting

g

January, 2000

This sample marketing plan has been made available to users of

Marketing Plan Pro™, marketing planning software published by Palo Alto
Software. Our sample plans were developed by existing companies or
new business start-ups as research instruments to determine target
market viability, explore marketing strategies, or prepare funding
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Copyright Palo Alto Software, Inc., 1999-2000


Confidentiality Agreement

The undersigned reader acknowledges that the information provided by
________________ in thismarketing plan is confidential; therefore, reader
agrees not disclose it without the express written permission of
________________.

It is acknowledged by reader that information to be furnished in this
marketing plan is in all respects confidential in nature, other than information
which is in the public domain through other means and that any disclosure or
use of same by reader, may causeserious harm or damage to
________________.

Upon request, this document is to be immediately returned to
________________.

Signature

Name (typed or printed)

Date

This is a marketing plan. It does not imply an offering of securities.


Table Of Contents

1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0 Situation Analysis .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . 3

2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . 3

2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 4

2.1.4 Market Growth . . . . .. . . . . . . . . . . . . . . . . . . 5

2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 6

2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 6

2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 6

2.2.4 Threats . . . . . . . . . . . . . . . . . .. . . . . . . . . 6

2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

2.4 Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

2.7 Historical Results . . . . . . . . . .. . . . . . . . . . . . . . . . . . 9

2.8 Macroenvironment . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3.3 FinancialObjectives . . . . . . . . . . . . . . . . . . . . . . . . . . 11

3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

3.6 Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12...