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Business planning. Sections of the business plan “product description (products, services, products)”, “market analysis, marketing and sales” (the most important)

Lecture notes, cheat sheets

Directory / Lecture notes, cheat sheets

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10. SECTIONS OF THE BUSINESS PLAN "PRODUCT DESCRIPTION (PRODUCTS, SERVICES, PRODUCTS)", "MARKET ANALYSIS, MARKETING AND SALES"

Under "Product Description" it is necessary to describe the product (products, services, products) and show its usefulness to the consumer.

The characteristics of the product indicate:

▪ functional purpose of the product; - examples of product use; - product compliance with accepted standards; - manufacturability, versatility of the product; - stage of product development at the current time; - requirements for product quality control; - requirements for the preparedness of users (consumers); - requirements for warranty and post-warranty service and support for users (consumers); - conditions of storage and transportation of the product; - opportunities for further development (refinement) of the product.

In addition to the characteristics of the product itself when describing it appropriate to disclose:

1) possible technologies (methods) for producing the product;

2) the cost of a unit of product depending on the volume and method of production;

3) requirements for licensing and certification of product production;

4) features of patent and licensing protection of the product;

5) requirements for research to develop and improve the product;

6) analysis of competitors' products;

7) competitive advantages and disadvantages of the product compared to competitors' products.

In "Market Analysis, Marketing and Sales" highlights ways to achieve the planned sales volumes and bring products to the consumer (for each product). Three main sets of information are described:

1) characteristics of the market;

2) marketing plan (strategic marketing);

3) sales plan (sales).

When characterizing the market, the following are revealed:

a) industry situation;

b) manufacturers (competitors in Russia and abroad) - volumes, prices, shares, product quality, margin of safety, technology level, financial position, strengths and weaknesses, possible reactions, forecasts;

at) markets - volumes, prices, export conditions, history, trends, forecasts, segmentation, forecasts;

d) consumers (buyers) - firms, location, quality requirements, delivery terms, product opinions, forecasts, contracts;

d) specific features of the market (difficulties in access, etc.).

The marketing plan reveals information on strategy and tactics to achieve target places and market share: the overall marketing strategy adopted by the firm; - competitive advantages and disadvantages of the company in the market; - methods of stimulating the growth of sales volumes; - methods and forms of advertising campaign; - public relations and the formation of public opinion about the products and the company; - organization of after-sales customer service, service and warranty service.

The marketing plan includes:

▪ pricing policy, methods and scheme for pricing and establishing the warranty period;

▪ forms of sales organization, product sales scheme, payment terms;

▪ discount policy;

▪ policy for determining inventory levels.

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