Business Name] Marketing Plan [YEAR] The Market Overview Gathering information and identifying the key characteristics of your target market will help you to find the most effective way to reach your target customers. The Market Overview should provide an analysis of the market in which your business operates, including your customers, competitors and the market as a whole. Revisit this process regularly to ensure that your strategy remains relevant and targeted. Your Market Target market: [Summarise the key statistics for your target market. This may include the size and growth potential of your market, as well as key demographics such as age, gender, income level etc.] Market research and environmental/industry analysis: [What research have you completed to help analyse your market? Did you utilise a survey/questionnaire? If so, you may like to attach a copy of your survey/questionnaire and findings to the back of this plan. In this section, detail the results of the market research you have performed. Consider questions such as: • Is the area experiencing population growth or decline? • Does the region where you operate have a stable economy? • Are there any seasonal variations that might affect sales? • What is the size of the market? • What recent trends have emerged in the market? • Is there potential for growth in the market? How will you be able to capitalise on any opportunities? • How will your entrance affect the market/customers? • What external factors will affect your customers? Click here for more information on DIY Market Research ] Page 10 [Business Name] Marketing Plan [YEAR] Your Customers Target customers: [Who are your target customers and how do they behave? Include specific demographics such as age, social status, education and gender. What are your customers’ lifestyles, activities, values, needs, interests or opinions? Where are they located? Please adjust the column headings as required.] Customer Age Gender Ethnicity Education Location Lifestyle Values Interests [Target customer – choose a name] [Customer’s Age] [Customer’s Gender] [Customer’s ethnic background] [Customer’s education level] [Customer’s location] [Customer’s lifestyle] [Customer’s values] [Customer’s interests] Customer profile: [What’s the profile of an ideal customer for your business? In a paragraph or two, clearly define your ideal customer – their needs, buying patterns and motivations for buying. This process will help you to develop a mental image of your ideal customer (often referred to as a customer avatar).] Your Competitors Competitor analysis: [Use the table below to analyse at least 5 competitors.] Competitor Established date Size Market share (%) Value offered to customers Strengths Weaknesses [Competitor’s name] [When was their business established?] [Number of staff and/or turnover] [Estimated percentage of market share] [Unique value to customers, e.g. quality, price or customer service?] [What are your competitor’s main strengths?] [What are your competitor’s main weaknesses?] I need just teo campitors names , and i need reference in research … please put all the information in templete.. Competitor profile: [What’s the profile of a typical competitor for your business? In a paragraph or two, clearly define a typical competitor – their size, market share, unique value proposition, strengths and weaknesses. This process will help you to develop a mental image of your typical competitor.] Page 10
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