of the organisations have had great business
till a few months back. This great market
demand was there for 3-4 years, during which
many of the fundamentals of well defined
marketing & sales functions were ignored.
As business grew by leaps & bounds there
was not much need of such "cumbersome"
exercises. Front end sales-marketing pushed
by seniors, aggressively went for available
business before competitors could try to
as we face an extremely challenging business
scenario, its time to revisit the fundamentals
of marketing plans. I have briefly worked
out a simple 10 point marketing framework,
which should help decision makers identify
their niche market & target those customers
who will in high probability give business
worth chasing. Depending on the type of
organisation you work for, one can workout
details of the following areas, listed in
a logical manner. Different types of organisation,
like Manufacturing, Services etc; will have
different focus & concerns.
last area "Action plan" will be
derived from work done on all the earlier
Current Market Position. Covers your
present & potential customers base,
Sales & Distribution strength, the industry
trend, technology trend etc.
Market Overview. Market segments, Market
size & share - Value & Volumes.
Number & type of competitors, Competitive
# Strengths and Weaknesses.
# Opportunities and Threats.
# Key Issues and Opportunities.
# Competitor Analysis. Product, pricing, Sales
& distribution, Technology, Business strategies
4. Assumptions: Available resources,
Manpower, sales & distribution strength,
pricing margins etc.
5. Objectives: Market share, Margins,
Geographical - application coverage etc.
8. Workout Strategy for:
Target Market segment.
Positioning Statement & strategy.
Resource Requirements: Financial, HR,
Knowledge & Timely information etc.
Activity Plan: Who will do what &
when, results milestone, Periodic reviews.