How do you write a product and market operation plan? Thank you!

To analyze the capacity of the market, according to the capacity to determine the organizational structure, is to use how many people, after determining the personnel, according to the market competition situation, to determine the strategy of developing the market, some industries can also need you to have a budget, some do not need, according to the situation.

I don't know if the market you are talking about refers to the mass market, that is, the C-end in marketing? Also, what is the field of your product? Daily necessities? The general type of product proposal can be divided into the following frameworks:

1. Explanation of product selling points.

2. Target positioning and corresponding population analysis.

3. Marketing cycle and focus of each stage.

4. Marketing methods corresponding to the focus.

5. Expected effect.

6. Effect evaluation indicators.

7. Budget.

(1) Market conditions: the current product market scale, advertising market, profit margins, etc.

2) Product condition: the varieties on the market at present ** packaging and so on.

3) Competitive situation: the main competitors and basic situation in the current market.

4) Distribution status: sales channels, etc.

5) Macro environmental conditions: consumer groups and demand conditions.

Problem analysis advantages: sales, economy, technology, management, policy and other aspects of the advantage.

Disadvantages: Inferior forces in sales, economy, technology, management, and policies (such as policy restrictions such as industry regulation).

Probability: Market probability and certainty.

Threat: The biggest threat and risk factor in market competition.

4.Target Financial Target: Sales revenue of the company in the next 3 or 5 years** (in case of successful financing):

Unit: 10,000 yuan) year, 1st, 2nd, 3rd, 4th, 5th year, sales revenue, market share, marketing target: how much is the gross profit margin of sales cost.

5.Marketing strategy target market: - positioning: - product line: - pricing: the composition of product sales cost and the basis for the formulation of sales **, etc.

Distribution: Distribution channels (including ** channels, etc.).

Sales force: formation and incentive mechanism, etc.

Service: After-sales customer service.

Advertising: Promotional advertising format.

**:**Manner.

R&D: Product Improvement and New Product Development Initiatives.

Market research: the main market research methods and measures.

6.Action Plan Marketing Campaign (Timing) Scheduling.

7.Projected income statement and other important financial planning statements: -

The main framework of the business plan is mainly engaged in three parts: (divided into internal and external affairs), people and money. The Prospective Industry Research Institute believes that a good market plan must contain the following 10 key points:

1. Project positioning: Introduce what your project is through a concise sentence, and the project positioning introduction is written on the first page of the business plan, so that people can know what you are doing at a glance.

2. Ask questions (market pain points are in).

3. Solutions (products and services): what methods and methods are used to solve market pain points.

4. Market analysis (market capacity): It is necessary to prove the existence of market demand and the market capacity of this demand.

5. Entry strategy (how to start): how to start the project from scratch?

6. Competitive advantage (competitors): What are the competitors in the industry, and the core competitiveness of the project is in the first place?

7. Core team (team background): The background of the core team, and why your team can do it.

8. Implementation status (what has been done): to what extent the project has progressed so far, and what has been done.

9. Plan objectives (future prospects): What are the things that need to be done in the future.

10. Business model (how to make money): how to make money, and at what point in time can it break even.

Huanyan paint marketing.

Proposals. planners; Zhang Hongliang.

Time: February 28, 2012.

Table of Contents. Program Summary.

1. Open the market in Linfen and account for 30% of the market share.

2. Establish distribution outlets in Linfen 1 district, 2 cities and 14 counties.

3. Improve the company's visibility in Linfen.

First, the positioning of the product into the market.

1) Determine the target market – engineering, property, construction team.

Product positioning - medium and low-grade coatings and special coatings.

2) Sales target - expand market share and pursue profits.

Strive to achieve a market share of 3% in the region.

3) **Policy - Medium and Low**.

4) Determine the sales method - use all favorable and special conditions for sales, such as: the company's development project, friendship, engineering cooperation units, some external conditions and so on.

5) The focus of the activity model return - to sell the product, and give corresponding rewards after the sale of funds.

Second, the market situation, sales and strength of comparative analysis.

To understand the size of the overall market size and the comparison between friend and foe, the market situation analysis consists of the following two elements:

1) The size of the overall coatings market.

China Building Decoration Association expects that in 2012, the total output value of building decoration will reach 2,000 billion yuan, and the stock of home decoration will reach 800 billion yuan. According to the proportion, according to the proportion of paint accounting for 4% of the total decoration price, the annual demand for paint is about 80 billion yuan. "The first quarter of 2011 architectural coatings market research report" research shows the current situation of China's architectural coatings, in the number of products, oversupply, insufficient start; In terms of market size, it is about 20 billion yuan.

China's architectural coatings production technology threshold is low, basically based on the mechanical mixing of various raw materials, without any chemical changes. Many raw material manufacturers in the sale of products at the same time also provide coating formula, although these formulas are not the most optimized, and in the selection of raw materials with a certain one-sidedness, but make architectural coatings enterprises do not need to invest in any technical research and development can start production, and in many cases, some technical personnel will be brought out when the formula is changed. The investment in a paint plant is also relatively simple.

Smaller enterprises often only need one or two large tanks and three or five workers. The market channels and sales methods of most paint manufacturers are basically the same. Due to the relatively weak barriers to entry in the industry and the highly fragmented market, the competition in the architectural coatings market in Linfen area has been attacked.