7. Marketing Strategies, Sales Plans & Projections
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The Guide > 7. Marketing Strategies, Sales Plans & Projections
This section follows on from 6. Profiles of Target Markets and presents your proposed marketing strategies and detailed sales plans and projections.
In simple terms, you need to cover the 4Ps - product, price, place and promotion - and compile detailed revenue and marketing cost projections for inclusion in 11. Financial Projections.
Avoid at all costs, generalized statements like "we aim to achieve xx% of the xx market within three years". Instead, build up your projections from sound analysis and detailed assumptions about sales volumes to be achieved at customer/outlet levels. By way of a conclusion to this section, you could explain that these projections, if realized, could result in specified market shares being attained. To propose that your business will achieve a specified market share without relevant, detailed analysis and planning betrays a very poor appreciation of the basics of business and marketing.
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