Appendix C Sample Marketing Plan
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• By July 31, implement any changes in billing practices as recommended by the
business analysis team.
• By July 31, make initial contact with new potential clients for the current product
line. Each sales manager is responsible.
• By August 31, develop a plan for one new product offering along with an analysis
of its potential customers. The business analysis team is responsible.
• By August 31, finalize a customer satisfaction survey for current clients. In addi-
tion, the company will contact those customers who did not reorder for the 2001
product year to discuss their concerns. The marketing director is responsible.
• By January, implement the customer satisfaction survey with a random sample of
20 percent of current clients who reordered for the 2001 product year. The mar-
keting director is responsible.
• By February, implement a new product offering, advertising to current customers
and to a sample of potential clients. The business analysis team is responsible.
• By March, analyze and report the results of all customer satisfaction surveys and
evaluate the new product offering. The marketing director is responsible.
• Reestablish the objectives of the business analysis team for the next fiscal year.
The marketing director is responsible.
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This section details how
VII. EVALUATION AND CONTROL
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the results of the market-
ing plan will be measured and
A. Performance Standards and Financial Controls
evaluated. The control portion
A comparison of the financial expenditures with the plan goals will be included in
of this section includes the
types of actions the firm can
the project report. The following performance standards and financial controls are
take to reduce the differences
suggested:
between the planned and the
• The total budget for the billing analysis, new-product research, and the customer
actual performance.
survey will be equal to 60 percent of the annual promotional budget for the com-
ing year.
• The breakdown of the budget within the project will be a 20 percent allocation to
the billing cycle study, a 30 percent allocation to the customer survey and market-
ing information system development, and a 50 percent allocation to new-business
development and new-product implementation.
• Each project team is responsible for reporting all financial expenditures, includ-
ing personnel salaries and direct expenses, for their segment of the project. A
standardized reporting form will be developed and provided by the marketing
director.
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