1. Marketing PlanMarketing Plan
Authors:Authors:
Chucshwal SangmhchaiChucshwal Sangmhchai
Presenters: Chucshwal S.Presenters: Chucshwal S.

2. ObjectivesObjectives
 Marketing planningMarketing planning
 Tactical and Strategic Marketing PlansTactical and Strategic Marketing Plans
 Marketing planning processMarketing planning process
 Marketing auditsMarketing audits
 Corporate PlanningCorporate Planning
 AssumptionsAssumptions
 Marketing ObjectivesMarketing Objectives
 Marketing StrategyMarketing Strategy
 Marketing ProgramMarketing Program
 Mission statementsMission statements

3. Marketing PlanningMarketing Planning
Market Needs
Wants
Strengths of
organization
Weakness of
organization
Existing
competitors
Expected
competitorsDesign for
creating value

4. Marketing PlanningMarketing Planning
ProcessProcess
Definition:Definition:
 The application of marketingThe application of marketing
resources to achieve marketingresources to achieve marketing
objectives.objectives.

5. Marketing PlanningMarketing Planning
 Plan B2 classification of a businessPlan B2 classification of a business
plan, short-term (1 year), mediumplan, short-term (1 year), medium
term (1-3years) and long-term (3-term (1-3years) and long-term (3-
5 years) by major product.5 years) by major product.
 On the economy at that time.On the economy at that time.
The Company has the flexibility to beThe Company has the flexibility to be
timely.timely.

6. Marketing PlanningMarketing Planning
ProcessProcess
 A major change in strategy. AndA major change in strategy. And
direction of business in the lastdirection of business in the last
3 years by major product.3 years by major product.
 Reduction steps operations toReduction steps operations to
Shorter.Shorter.
 Packaging design to reduce costs.Packaging design to reduce costs.
Marketing strategy is “Services.”Marketing strategy is “Services.”
save cost of the customer.save cost of the customer.

7. Marketing PlanningMarketing Planning
ProcessProcess
 The risks involved businessThe risks involved business
operations.operations.
 Procurement of raw materialsProcurement of raw materials
The packaging materialThe packaging material
Availability of backupAvailability of backup
Technical services offsiteTechnical services offsite

8. Marketing PlanningMarketing Planning
ProcessProcess
 Strategies to manage risks that occurStrategies to manage risks that occur
by major product.by major product.
 Sales coordinatorSales coordinator
 Gantt chartGantt chart
 Meeting (A related third parties)Meeting (A related third parties)

9. Marketing PlanningMarketing Planning
ProcessProcess
 Profile targets for business margin,Profile targets for business margin,
The key variables to achieve theThe key variables to achieve the
goal.goal.
 45 percents margin, Attention with45 percents margin, Attention with
care of existing customers withcare of existing customers with
excellent service.excellent service.

10. Marketing PlanningMarketing Planning
ProcessProcess
 The market penetration “NewThe market penetration “New
customer base or a new customer. “customer base or a new customer. “
 Sources of informationSources of information
Corporate sponsors suchCorporate sponsors such
as business, government and privateas business, government and private
sector.sector.
 Construction group.Construction group.

11. Marketing PlanningMarketing Planning
ProcessProcess
 Overview of the industry and growth.Overview of the industry and growth.
 The problem of insufficient rawThe problem of insufficient raw
materials.materials.
Coordination within sales, productionCoordination within sales, production
and packaging departments.and packaging departments.

12. Marketing PlanningMarketing Planning
ProcessProcess
 Overview of the industry and growth.Overview of the industry and growth.
 Home repairs, flooding.Home repairs, flooding.
To support ASEAN in 2015.To support ASEAN in 2015.

13. DevelopDevelop
a Market Plana Market Plan
 Strict compliance with Supplier.Strict compliance with Supplier.
 Sales report design.Sales report design.
– System as a standard, sales performance.System as a standard, sales performance.
– As a new customer. Find and contact newAs a new customer. Find and contact new
customers must be made 3/4 every day.customers must be made 3/4 every day.
– And the report will provides a strategyAnd the report will provides a strategy..

14. Essential of MarketingEssential of Marketing
PlanningPlanning
 Assessment plan “National economicAssessment plan “National economic
policy.”policy.”
 We need marketing planning whenWe need marketing planning when
hostiles increased and environment ishostiles increased and environment is
complex.complex.

15. Our ChallengeOur Challenge
 We should manage:We should manage:
Revenue Profit
Return on
investment
Cost
Optimization

16. A Goal is a dreamA Goal is a dream
with a deadlinewith a deadline
Chucshwal S.Chucshwal S.