Christina Boyle on KODAK HIRES LAW FIRM FOR RESTRUCTURING ADVICE, IS THE END NEAR FOR THIS 131-YEAR OLD COMPANY, OR IS BANKRUPTCY NEXT? If you are the founder of a new startup or an existing business it's highly recommended that you develop a roadmap that will get you from where you are today to where you want to be tomorrow, six months from now, or a year or longer down the road.
A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin.
Segmentation, Targeting and Positioning - This three stage process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. SOSTAC® - This acronym stands for Situation, Objectives, Strategy, Tactics, Actions and Control and is a very popular classic marketing planning framework for creating marketing plans. Ansoff's Growth Strategy Matrix - Ansoff’s Growth Strategy Matrix identifies alternative growth strategies by looking at present and potential products in current and future markets.
For my money, the SOSTAC® marketing planning model is the model I use the most when developing marketing plans.
SOSTAC® is a marketing planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who together with Dave Chaffey co-authored Emarketing Excellence. You can see it gives a logical order for tackling your plan (with iterations) and a great way to summarise the main elements of each. SOSTAC® has become very popular since it’s simple, easy to remember and covers all the main issues which you need in a marketing plan or business plan. Here are some tips on how to use SOSTAC® based on Chaffey's experience applying the model in companies and in academia. Use SOSTAC® to review your process - Before looking at how you apply SOSTAC® at each step to create a marketing plan, use it to review your planning process and how you manage your marketing.
Integrate the different elements of your SWOT Analysis -  Oftentimes in a plan or report there isn’t good flow relating sections.
Where Are You Today - You must know where you are today in order to develop a roadmap to where you want to be in the future. Know Your Strengths and Weaknesses - Take an inventory of your individual and management teams strengths and weaknesses.
Organizations - Describe them by number of employees, sales, geographic location, and industry. SWOT Analysis - Identify your competitive strengths and weaknesses, business opportunities and potential threats. Management Team - List the key members of your present management team and very brief description of their business and industry experience and education.
Milestones Accomplished - Elaborate on significant milestones that have accomplished to date. Your marketing strategies answer the big question:  HOW do you get from where you are today to where you want to be tomorrow? Core Marketing Message - Your core marketing message is a short description of your business, products and services, employees, core values, business philosophy, mission and value proposition you bring to the customer relationship. Define Your Brand - Your brand isn’t just your corporate identity like your logo, tag line, motto or its visual associations such as unique design, colors or packaging, but the relationship you have with your customers. Pricing Model - Describe the methodology you will use to set prices for your products and services.
Distribution Strategy - Describe the distribution channels you will utilize to get your product or service to your target market (e.g.

Advertising and Promotions Strategy - Determine what media channels you will use to market and promote your products and services to your target market (e.g. Public Relations Strategy - Describe the methods you will utilize to inform, communicate and educate your public (e.g. Strategic Alliances - Describe the nature and type of third-party alliances you anticipated will be needed in order to compete effectively in the marketplace. Word-of-Mouth -  Describe how and the methods you will utilize to create word-of-mouth.
TweetScoop.itA channel marketing plan gives a company a general outlook on the potential of a certain channel before taking marketing action on it. The Free Channel Marketing Plan Template for Excel is one of the most useful tools in giving you an overall view of your marketing channel potential. The Free Channel Marketing Plan Template for Excel features adequate quantitative information to help you determine the success of your channel marketing activities. Many spreadsheet templates these days are generic skeletons that take time to fully customize or are just not suitable for your specific needs. The Planned and Actual Dates for each project task, as well as the costs and durations can be clearly seen in the spreadsheet and the complementing Gantt Chart allows you to analyze information even at a glance. Comprehensive word templates repository to download hundreds of free word templates, including resume templates, calendar templates, invoice templates, etc. SENIOR EXECUTIVE, experienced in the strategic planning, development and management of multi-million dollar international business operations with specific expertise in the entertainment industry. Established a wide array of  partnership opportunities with Sony, DreamWorks, Disney,  Universal, Fox, ESPN, Nike, Coca Cola, AOL, Google, XBOX,  Apple Computer, Panasonic (partial list). Initiated multilingual (Chinese,  Japanese, Korean, Spanish) brand integration across  interactive platforms.
Saved company $6 million in capital  expenditures for 2006, and an additional $1.5 million per  year over an eight year span, through effective contract  negotiations with Virgin suppliers. Integral part of developing an all-inclusive global marketing campaign for a $500 million  Panasonic subsidiary; plan encompassed identification and  inclusion of untouched market segments.
Contributed to the development of numerous entertainment concepts for Asian based carriers  including Air China, Asiana, Cathay Pacific, China Air, China Eastern, Dragon Air, Eva, JAL, Korean Air, Shanghai  Airlines, and Singapore Airlines. Led marketing research studies that resulted in Panasonic's pursuit of two new entertainment  products requiring a capital investment of $20 million.
Manage multiple advertising agencies responsible for executing partnership deals across multiple media. Create entertainment, movie, and television concepts with high PAX engagement potential to  new and changing consumers with special focus on Asian, Hispanic, and teen market demographics.
Combine entertainment products with interactive service offerings delivered on multiple  platforms including Broadband connectivity, Mobile Phones  (mobile portal, SMS, MMS, Java) Websites, Kiosks Portal  Partnerships, and In-flight Magazines through partnerships  with various entertainment outlets.
Provided recommendations to company executives based on findings from a series of global marketing projects that utilized focus groups and quantitative instruments that examined entertainments trends. Formed new division, which enabled company to successfully expand Russian operations into China. Planned and executed segments of former Vice President Al Gore's historic visit to China in 1997. CIBER, San Francisco, CA, 1993 - 1996 Allocated the resources of multi-disciplined IS teams across various complex projects to ensure acceptance criteria, review schedules, and completion of projects for the leading international system integration consultancy for both private and government sector clients (NYSE:CBR).

Managed scheduling requirements for 15 network engineers responsible for implementing a dynamic video streaming project for the Rock N' Roll Hall of Fame and Museum. WorkBloom's goal is to help job seekers find work and reach their highest aspirations, one step at a time. SOSTAC is more comprehensive and borrows elements of several of the other popular marketing planning models. The four growth strategies include: market penetration, market development, product development and diversification. Include major new customers, revenues, no of unique visitors, downloads, new patents, major personnel additions and awards. Will you be using inside sales personnel, inbound or outbound sales personnel, outside sales personnel, manufacturer's representatives, independent salespeople or network marketing personnel. The information it provides will allow you to build a framework for your marketing activities within a set period of time. It gives you a detailed map of your project deliverables, channel strategy, task assignments, cost, duration, budget, and summaries per phase of the project. The format and activities that come with the template are channel marketing-specific so you will spend less time modifying your spreadsheet; allowing you to concentrate on the channel marketing plan itself. CONSULATE, Shanghai, People's Republic of China, 1996 - 1997 Assisted with a full range of products and services in assigned industry sectors to assist U.S. Don't think in terms of what other organizations or individuals have done, but how you are going to get it done. But first create your marketing strategy items that will generate leads, build awareness and enhance credibility.
With a channel marketing plan, a company can ensure that its marketing efforts go to the most effective channels and are successful in achieving their organizational goals. Through this Free Channel Marketing Plan Template for Excel, you can track budget, cost, and timing, as well as promptly address any issue that may arise. This Channel Marketing Plan Template also features a built-in Gantt Chart to give you a visual representation of your project status at a given point in time.
Perhaps you’re not so good at setting SMART objectives, or developing strategies to support them or the control stage of assessing how effective your strategies and tactics are and adjusting them?
Because you won’t win the competition if you are not aware about your company competitor which could make your company become a history. You can start using this template to develop your own competitor analysis template since it consists of basic parameters only.
You can also use this template if you plan to start your own business and prepare your company to be better than current competitors. SEO helps the web pages to be ranked on the top if they involve profound and condensed material. They would let you know some really mandatory things you have to look up to, the selection of keywords, usage of proper meta-tags and page speed time.

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